It may not technically be the new year, but for anyone who’s ever attended school, the annual September entry into fall — and a new business and social season — brings with it the tendency to look forward and ask what’s next. In that spirit, here are the five Content Marketing trends I’m going to […]
Five Content Trends To Watch Read More »
Part of content strategy work is ascertaining what tools are needed to create efficiency. Content creators and managers require repeatable processes for the creation, dissemination, and management of content marketing. As with just about everything else, it’s critical to have the right tools for the job. Deep research I’ve conducted around the content marketing software
The Content Software Awareness Problem 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 »
Over recent years, I’ve dedicated most of my effort and inquiry into content marketing and content strategy. I’ve written a book on the topic, as well as published more research in the field than any other individual. Content is the distillation of all my professional passions. I’ve worked as a marketer, editor, journalist and analyst –
New Chapter: VP, Content Marketing at Teradata Applications 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 »
As a research analyst covering digital technology, companies routinely (to the tune of up to a dozen per day) reach out to request briefings — even if that’s not the terminology they use. It might be an “informational meeting,” “our CEO would like to meet you,” or “an advance look at the new product-or-feature we’re
Analyst Briefings: Getting, and Providing Value Read More »
Todd Wheatland just published a very in-depth audio interview with me that he conducted for the Content Marketing Institute late last year. It’s not like me to post an interview with myself on my blog, but this one’s unusual in that I open up quite a bit personally, and discuss my path from film critic to
My Path From Film Critic to Digital Media Analyst – An Interview Read More »
How many major brands want to create their content marketing in-house? One hundred percent. That isn’t a made-up statistic. This was an actual finding a couple of years ago when I was conducting content marketing research, interviewing senior executives from over 50 brands such as Nestlé, GE, Adobe, IBM and Coca-Cola. The next finding was
Content Marketing: What To Consider Before You Outsource Read More »
Fundamentally, content has become bigger than marketing; it spans across the enterprise, particularly in public-facing divisions such as sales, customer care, recruiting, PR and product groups. All these constituencies have the capability to create and to distribute content, to contribute to the overall content pool, and to become part of the content circulatory system. But how
A Culture Of Content: The Success Criteria Read More »
