How many major brands want to create their content marketing in-house? One hundred percent. That isn’t a made-up statistic. This was an actual finding a couple of years ago when I was conducting content marketing research, interviewing senior executives from over 50 brands such as Nestlé, GE, Adobe, IBM and Coca-Cola. The next finding was […]
Content Marketing: What To Consider Before You Outsource Read More »
Content strategy and content marketing are where a great deal of my time and attention are focused as an analyst. Last month I discussed the trends in that sector that my research indicates will expand in 2015. But wait — there’s more. Not only around content marketing, but around technology, channels, media and advertising, that bear
Four Digital Media Trends to Follow This Year Read More »
Fundamentally, content has become bigger than marketing; it spans across the enterprise, particularly in public-facing divisions such as sales, customer care, recruiting, PR and product groups. All these constituencies have the capability to create and to distribute content, to contribute to the overall content pool, and to become part of the content circulatory system. But how
A Culture Of Content: The Success Criteria Read More »
Predictions? Humbug. Never done ’em, never will. As a research analyst, predictions are antithetical to my methodology, which is research followed by analysis. My job is to work with data, information, and pattern recognition to draw informed conclusions — not gaze into a crystal ball. The scene thus set, let’s look ahead to the new
Content marketing in 2015 (Research, Not Predictions) Read More »
Content. It’s not just for the marketing department anymore. These last few months I’ve been researching how organizations are forming, and benefitting from, what my co-author Jessica Groopman and I are terming a “Culture of Content.” Our findings have just been published in this report. What’s a culture of content? Here’s our definition: A culture
The Three Components of A Culture of Content Read More »
When Facebook announced last week that it will soon become more difficult for brands’ page posts to appear in the news feeds of their friends, fans, and followers, the outcry was predictable. This was the latest move, many brands asserted, in Facebook “forcing” them to buy ads to reach their rightful audiences. After all, the
Facebook: The Paid/Organic Distinction Read More »
What goes into creating and fostering an organizational culture of content? As an analyst that’s the topic I’m currently researching. Broadly speaking, organizations that have fostered a culture of content have spread the importance of content beyond the marketing organization. Content education, evangelization, creation and distribution flows upwards and downwards, from the C-suite to the shop
The Components of a Content Engine Read More »
Social selling has become a hot topic. Organizations in every industry are working feverishly to leverage social platforms and social networks for a number of reasons such as to: Promote their products and services Find leads Connect and bond with prospects Provide information Generally push sales through the purchase funnel All noble goals. Yet, the
The Role Content Plays In B2B Social Selling Read More »
Now more than ever, content must be recombinant. This means a critical component of content strategy is the ability to rapidly dissemble, reassemble, reuse, repurpose, and remodel discrete elements of digital content. Consumers live in a multiscreen world that’s becoming more complex and multifaceted daily. Laptops. PCs. Tablets. Smart phones. Phablets. Smart watches. Google Goggles
The Four Pillars of Recombinant Content Read More »
Content Marketing: How do we do it globally? Enterprises are only just beginning to integrate content marketing into their mix — and they are quickly realizing that content must permeate the organization. This applies globally just as much as it does regionally. The need for content is universal, yet each region, country and locality in which a
Orchestrating Content Marketing On A Global Scale Read More »
