Content marketing is hot — finally! It’s the term du jour in digital marketing and advertising, getting its figurative place at the table and its own literal track at every marketing conference of note. Content is even getting its own dedicated conferences now — several of them. With great power comes great responsibility, as well […]
Beware Parochial Content Marketing Read More »
How should content be measured and analyzed? Let us count the ways (or at least begin to). This column is intended to be an informal sounding board for ideas. Summer’s over and it’s time to get cracking on new research. Next up (in my capacity as a research analyst): content metrics. My goal on this
Content Marketing: What To Measure Beyond Sales & Leads Read More »
Download the Full Report New strategies demand new processes. And in a digital world, new processes demand new technology. This couldn’t hold more true for the burgeoning content marketing sector. We’re fond of saying that content is the atomic particle of all marketing. Without it, there’s no owned media, but also no social, no
Content Marketing Software RFP: A Framework to Determine Needs & Solicit Proposals Read More »
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it. How much does content creation cost? There are still no easy answers, are there? Yet it’s a question marketers persist in asking, in much the same way people were asking back in the day, “How
How Much Does Content Cost? Read More »
Lately I’ve been doing a ton of work around the content marketing vendor landscape: conducting research, as well as helping clients ascertain what their technology needs are and pinpoint the vendors that can solve their problems. Again and again, one step arises in this process that’s absolutely essential and mission-critical both for the short and
Investing in Content Tools? Get Out the Vote! Read More »
What’s a digital newsroom? Seems like such a simple question, until you start pondering the potential answers. The question arose the other day in discussion with an agency client. We were discussing the competitive landscape; how a variety of digital agencies, PR agencies, and the brands they serve are all beginning to establish digital newsrooms.
Quick! What’s a Digital Newsroom? Read More »
Michael Brenner has long been a recognized leader in content marketing in his role as VP marketing at SAP. Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company. NewsCred is a rapidly growing content marketing technology platform that also offers licensed and original content. Clients include Bank of America, Time
A Major Executive Move In Content Marketing — Q&A With Michael Brenner Read More »
Recently, I was chatting with the CEO of one of the leading digital agencies. Talk turned to competitors, and I asked what firms his firm found itself bidding against most frequently. Usual-suspect names cropped up (Digitas, Sapient Nitro). But so did PwC, a name that would have never cropped up in the same discussion five
The New Anything/Anyone Goes Competitive Landscape For Content Marketing Firms Read More »
The content marketing vendor landscape is big, complex, growing, and sharply bifurcated. It’s a David vs. Goliath game in which enterprise giants are pitted against much smaller (sometimes downright tiny) startups. Research we recently published on the content marketing software landscape (available for download at no cost here) reveals some interesting findings around where this developing
The Davids and Goliaths of Content Marketing Read More »
It really didn’t seem possible, but net neutrality, the promise of a free and open internet, is as threatened today as it was when I started writing about the issue over eight years ago. Back then, a junior senator from Illinois was promising that, if elected president, a net neutrality guarantee would be a year one
Why Net Neutrality is Integral to Content Marketing Read More »
