When the curtain went up on the Emmy Awards, HBO was ready. As usual, the cable network was nominated for a plethora of awards. Naturally, there was no way of knowing who, or what programming, would win which categories. At the same time, there were plenty of knowns: those shows, actors, directors and talent who […]
Why Content Strategy Is Foundational To Real-Time Marketing Read More »
As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization. The payoff? That digital marketing ideal: the right message to the right person at the right time. The right instant, even.
The Six Business Cases for Real-Time Marketing Read More »
You can’t know where you’re going if you don’t know where you are. You might think you know where you are, but without a thorough website content audit, it’s likely you don’t. Why perform a content audit (which admittedly is a painstaking and exacting exercise)? Lots of reasons. It helps determine if digital content is
How to Conduct a Content Audit Read More »
Oreo. Starbucks. American Express. Dell. These are brands that come to mind when the topic of real-time marketing (RTM) arises — as it does with increasing frequency these days. Real-time is gaining traction for all kinds of reasons. Arecent study by GolinHarris demonstrates real-time can raise literally all desirable marketing metrics. Eighty-three percent of marketers say
Real Time Marketing: How Brands Can Prepare And Succeed Read More »
Ten years ago, the extra magic ingredient was search. For the past five years or so, social media has been the de rigeur term to describe product and services offerings. Suddenly, all that’s changing again. It’s not cutting edge digital unless it’s connected to the word “content.” This is both good news and bad news for those
Why Content Matters Read More »
Do name-brand journalists still require the backing of name-brand media outlets? Recent headlines strongly indicate that the byline is being rapidly decoupled from the masthead. Glenn Greenwald left The Guardian to start his own media venture, backed by eBay founder Pierre Omidyar. Technology veteran Walt Mossberg, together with the redoubtable Kara Swisher, are walking out
Content: Why Influence Matters Read More »
As a research analyst, I just completed a study of native advertising. The report, based on months of research and dozens of interviews, contains eight critical recommendations for successful native advertising campaigns. We help our clients incorporate these recommendations in their native advertising strategies. What happens when best practices and tried-and-true practices are disregarded or ignored? That’s what
Four Epic Native Advertising Fails Read More »
Digital content doesn’t just happen. Marketers require tools to get it done. The range of software and tools serving content marketers has mushroomed in the past couple of years. As researchers and analysts at the Altimeter Group, we started looking at the space informally back in April, building a list of software vendors. Currently, we’ve compiled a list
Content: The Right Tools For The Job Read More »
Content marketing has gone from nearly zero on marketers’ radar to about a billion mph in just a few short years. Organizations are realizing that content is effective – and cost-effective – for marketing as quickly as it becomes abundantly clear that content doesn’t just happen by itself. We’re here to help. On September 9
Consider Attending Our Content Marketing Workshop (Sept. 9, Milbrae CA) Read More »
If you build it, will they come? If you’re super lucky, they will. Most marketers, however, are faced with a challenge that is familiar to publishers and broadcasters: audience development. This means connecting eyeballs with content. One thing that publishers and broadcasters have going for them is that enterprises engaged in content marketing are only beginning
Build an Audience for Content Marketing Read More »
