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 »
Can you imagine Twitter without TV? Or TV without Twitter? In an era of media and channel convergence, nothing seems to have converged more quickly, or inextricably, than these two channels. A mutual dependency has arisen almost out of nowhere — one that benefits viewers, broadcasters, brands, and advertisers. Consider some of the ways that
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We’ve talked a good deal in this space about converged media, the blending of paid, owned, and earned in digital channels. Now it appears a sound barrier of sorts has been shattered with the selection of a native ad that Dell created for Forbes.com for publication in an actual book. This month, Houghton Mifflin Harcourt published “The
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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
A Big Deal for Content Marketing: Oracle Buys Compendium Read More »
There’s one sure way of telling if a new form of digital marketing is becoming legit: the FTC decides to take a long, hard look at it. And that’s exactly what they have announced they’ll do with native advertising, holding public hearings in Washington on December 4. We’ve danced this dance before. Back in 2003,
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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,
New Research: “Defining and Mapping the Native Advertising Landscape” Read More »
When the email from The Washington Post landed in my inbox announcing Jeff Bezos’ acquisition of the venerable institution, my first instinct was to examine it for signs of spam. It’s that unusual to be that surprised by news these days. The acquisition makes a great deal of sense for many reasons that have been
The Deeper Meaning of Bezos Buying “The Washington Post” 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 »
Native advertising. Everyone’s talking about it, but what is it, exactly? It has something to do with ads that don’t look like ads, but rather provide a degree of value in terms of being content. In that sense, native advertising is certainly a form of converged media as it combines paid media (advertising) with owned media
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
New Research: Organize for Content Read More »
