You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack. Content stacks aren’t here yet, but they’re coming. In the next couple of years, I expect we’ll see offerings from the big enterprise players: Adobe, Oracle and Salesforce.com. (IBM has a […]
Say Hello to the Content Marketing Stack Read More »
Our new research report, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, published today to help marketers navigate the tangled and complex content marketing software landscape. It used to be so easy. You wrote content and posted it to your web site or blog. Perhaps you did a little keyword research, or looked at
The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions Read More »
Here’s a scenario: It’s lunchtime. Today it’s your job to make lunch for the family. You decide to make sandwiches. In the kitchen, rummaging through cabinets, you realize you’re fresh out of bread, so you make a run to the store. Once there, what do you buy? Bread? Or bananas? If you responded “bananas,” you
Want vs. Need: The Content Marketing Software Disconnect Read More »
To effectively create content marketing, you must be a master of storytelling. True? Nope. Storytelling can indeed be an important, if not critical element of content marketing. But it’s not the be-all, end-all of content marketing strategy. Now, I like a good story as much as the next person. Four of the most magical and
Content Marketing Goes Far Beyond ‘Storytelling” Read More »
The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for sentences. OTP, BRB, LMK, OK? How low can you go? In a year or two, 140 characters — a miserly
Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers Read More »
The beginning of content marketing is content strategy, a governance structure that addresses why content is being created, what goals it addresses, and how, tactically, that content will be created, produced and disseminated. Content strategy is essential. It strips away tactics and bright shiny objects (“We need a Facebook page/Instagram/Tumblr/Vine account! All the cool kids
Content Marketing: What’s the Big Idea? Read More »
Content strategy — creating repeatable processes to govern content marketing and make it accountable to measurable goals — has many components. Your first steps in putting together a content strategy include determining the goals, developing personas, analyzing content needs, and designating someone to serve in an editorial leadership capacity. From there, you’ll want to establish
Content Strategy Gets Tactical: Establishing The Content Workflow Read More »
You are just beginning to wrap your mind around the fact that content marketing is the new “it” thing in digital marketing when you hear it’s over. Too much noise, not enough signal. Too much content. Too much bad content. No one will ever find your content due to the glut of other content incessantly pouring into
Is There Really a Content Glut? Read More »
What tools do you use in conjunction with your content marketing program? What tools would you like to use? Marketers aren’t holistically considering content needs before investing in tools. Far too often, they procure solutions with overlapping capabilities. To date, there hasn’t been a detailed map of the content vendor landscape (though Curata maintains a good
What’s In Your Dream Content Marketing Toolbox? Read More »
Longtime readers know not to expect a list of annual “predictions” so prevalent in trade publications this time of year. After all, I’m an industry analyst. Un-endowed with the psychic abilities that would enable me to read crystal balls or entrails, I must instead rely on my innate powers of observation and analysis. That’s not
Nine Digital Marketing Trends to Watch in 2014 Read More »
