Despite content marketing‘s meteoric rise over the past couple of years — in terms of awareness, as well as adoption by brands and marketers — many misunderstandings still surround the discipline and practice. While content marketing is hardly new (it’s been around pretty much as long as there’s been media), many a misstep and misconception exist around content […]
Please Don’t! Five Content Marketing Don’ts For 2016 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 »
The foundation of content strategy is goals. Without knowing why content will be created and published — to what end, for whom, where, and how — content marketing is at best a spurious, ad hoc activity. Yet when my colleague and partner-in-research Susan Etlinger and I sat down around a year ago to discuss the
A Business-Oriented Content Measurement Framework Read More »
Content has become pervasive. It fills websites, social media, advertising and collateral. It comprises words, images, audio-visual material, infographics and a host of other form factors. As media and channels proliferate, so too does content. Yet, according to recent research I conducted, measuring content effectiveness remains the single most daunting task facing (content) marketers. On
A Meaningful Framework For Content Measurement Read More »
My latest research, Content Marketing Performance: A Framework to Measure Real Business Impact is hot off the presses (virtually speaking, of course). Please feel free to download a copy from the link above. Here’s how my esteemed colleague Susan Etlinger introduced our project today, cross-posted from the Altimeter Group blog: About a year ago, Rebecca Lieb and I had
New Research: Content Marketing Performance Read More »
How should content be measured and analyzed? Let us count the ways (or at least begin to). This column is intended to be an informal sounding board for ideas. Summer’s over and it’s time to get cracking on new research. Next up (in my capacity as a research analyst): content metrics. My goal on this
Content Marketing: What To Measure Beyond Sales & Leads Read More »
When something gets big enough to attract a great deal of media coverage and conversation, it’s inevitable that not all the attention will be positive. Take Justin Bieber. Or Miley Cyrus. Both have detractors as vocal and as passionate as their fans. Content marketing is certainly no teen idol, but as interest in the topic
Content Marketing Haters Gonna Hate (And Why They’re Wrong) Read More »
Digital marketing is constantly evolving and rapidly changing. It’s full of new technologies, new tactics, and new innovations. Yet there’s one constant: accountability. There’s an expectation that no matter how new, how cutting edge, how experimental or untested, it will all be perfectly measurable. The reality is all digital marketing is and always will be
What to Measure: ROI or KPIs? Read More »
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
Q&A With New York Times Meredith Kopit Levien on Native Advertising Launch Read More »
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
Nine Digital Marketing Trends to Watch in 2014 Read More »
