It’s that time of year again, in which columnists dust off their crystal balls and peer into the next year to discern the trends, directions, and probabilities of the coming year. I’ve got five trends on my list, explained below. 1. Contextual Content: Context will be the foundation of the next phase of content marketing. […]
Content & Converged Media Predictions for 2017 Read More »
I’m honored to have been featured in an interview in the Summer, 2015 edition of Content Magazine Rebecca Lieb sees a rosy yet crowded future of content marketing through the lens of her exhaustive research. Content: A year ago you said that the future of content marketing tools will be in stacks that accommodate everything
The Speculator: An Interview with me in Content Magazine Read More »
Content marketing: It’s certainly nothing new — it’s been with us since the dawn of marketing — but in digital channels, it’s rapidly changing and evolving. As content changes, so too do the policies, processes, priorities, and governance organizations require to effectively market with content. This applies not only to owned media channels — content
Six Content Marketing Realities Read More »
Some readers of this column are old enough to recall “I want my MTV!,” one of the most successful branding and awareness campaigns in media history. I do. I wanted MTV, too, but back in that primitive era, my first Manhattan apartment wasn’t yet wired for cable, so no dice. Fast-forward: not only did I
When All Media Are Just Media, What Happens to Advertising? Read More »
Another year, another line up of very, vey expensive ad spots on very, very expensive TV inventory. As staggering as the numbers are: $4.5M for a 30-second media buy (most spots are 60 seconds), creative, production and A-list celebrities (did Carnival have to pay JFK’s estate or is that speech in the public domain
Seven Takeaways From This Year’s #BrandBowl 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 »
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 »
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 »
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 »
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 »
