Digital Marketing Archives

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The Difference Between ‘Content’ and ‘Content Marketing’

Increasingly, brands are making room for executive content roles within their organizational structure. I’ve been studying content roles in the enterprise for some time now, and realize there’s an issue that’s not yet been addressed. What’s the difference between content and content marketing? There’s a much-vaunted, but rarely-seen-in-the-wild title of chief content officer. That role […]

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When All Media Are Just Media, What Happens to Advertising?

Rebecca Lieb

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

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Seven Takeaways From This Year’s #BrandBowl

Rebecca Lieb

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

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Four Digital Media Trends to Follow This Year

Rebecca Lieb

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

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Content marketing in 2015 (Research, Not Predictions)

Rebecca Lieb

Predictions? Humbug. Never done ’em, never will. As a research analyst, predictions are antithetical to my methodology, which is research followed by analysis. My job is to work with data, information, and pattern recognition to draw informed conclusions — not gaze into a crystal ball. The scene thus set, let’s look ahead to the new

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Context: The Next Digital Marketing Frontier

Rebecca Lieb

For most of digital marketing’s relatively short history, personalization has been the ne plus ultra of sophisticated marketing. Addressing the customer by name, knowing their age, gender, date of birth, purchase history – all these data points help marketers deliver messages that are more meaningful and more relevant – and that, by extension, result in

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The Components of a Content Engine

Rebecca Lieb

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

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Orchestrating Content Marketing On A Global Scale

Rebecca Lieb

Content Marketing: How do we do it globally? Enterprises are only just beginning to integrate content marketing into their mix — and they are quickly realizing that content must permeate the organization. This applies globally just as much as it does regionally. The need for content is universal, yet each region, country and locality in which a

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Beware Parochial Content Marketing

Rebecca Lieb

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

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Digital Marketing

The Difference Between ‘Content’ and ‘Content Marketing’

When All Media Are Just Media, What Happens to Advertising?

Seven Takeaways From This Year’s #BrandBowl

Four Digital Media Trends to Follow This Year

Content marketing in 2015 (Research, Not Predictions)

Context: The Next Digital Marketing Frontier

The Components of a Content Engine

Orchestrating Content Marketing On A Global Scale

Beware Parochial Content Marketing

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