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The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions

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 […]

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Content Marketing: What’s the Big Idea?

Rebecca Lieb

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

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Is There Really a Content Glut?

Rebecca Lieb

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

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Q&A With New York Times Meredith Kopit Levien on Native Advertising Launch

Rebecca Lieb

All prognostications for 2014 (including my own) point to native advertising as A Big Thing to watch this year – and it is. The FTC’s December workshop thrust native into the spotlight, but nothing has amplified the fact that native advertising has arrived more than the New York Times launch of Paid Posts, its native

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Nine Digital Marketing Trends to Watch in 2014

Rebecca Lieb

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

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Four Epic Native Advertising Fails

Rebecca Lieb

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

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A Big Deal for Content Marketing: Oracle Buys Compendium

Rebecca Lieb

Today Oracle announced that it’s buying Compendium, a company that offers cloud-based content marketing workflow solutions. Compendium will be integrated into the Oracle Eloqua Marketing Cloud. At Altimeter Group, I’m just now embarking on a research project to map the content vendor landscape (slated for publication in Q1 of 2014). There are literally dozens and

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New Research: “Defining and Mapping the Native Advertising Landscape”

Rebecca Lieb

Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising. A quick search of the term on Google returns an impressive 219 million results, yet to date there’s been no real definition of what marketers,

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New Research: Organize for Content

Rebecca Lieb

More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago. Despite the overwhelming and ever-increasing trend toward content marketing, and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations haven’t yet addressed content on either a

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Converged Media

The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions

Content Marketing: What’s the Big Idea?

Is There Really a Content Glut?

Nine Digital Marketing Trends to Watch in 2014

Four Epic Native Advertising Fails

A Big Deal for Content Marketing: Oracle Buys Compendium

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