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 […]
Content marketing in 2015 (Research, Not Predictions) Read More »
Content. It’s not just for the marketing department anymore. These last few months I’ve been researching how organizations are forming, and benefitting from, what my co-author Jessica Groopman and I are terming a “Culture of Content.” Our findings have just been published in this report. What’s a culture of content? Here’s our definition: A culture
The Three Components of A Culture of Content Read More »
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
The Components of a Content Engine 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 »
Download the Full Report New strategies demand new processes. And in a digital world, new processes demand new technology. This couldn’t hold more true for the burgeoning content marketing sector. We’re fond of saying that content is the atomic particle of all marketing. Without it, there’s no owned media, but also no social, no
Content Marketing Software RFP: A Framework to Determine Needs & Solicit Proposals Read More »
Murky research collided with lazy journalism last week to create a torrent of #socialmedia + #advertising = #fail link bait. Headlines in publications generally deemed respectable, and journalistically responsible, heralded the end of social media marketing. “Social Media Fail to Live Up to Early Marketing Hype” trumpeted The Wall Street Journal. “This Is the New
No, Social Advertising Isn’t “Over” Read More »
You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack. Content stacks aren’t here yet, but they’re coming. In the next couple of years, I expect we’ll see offerings from the big enterprise players: Adobe, Oracle and Salesforce.com. (IBM has a
Say Hello to the Content Marketing Stack Read More »
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
The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions Read More »
Here’s a scenario: It’s lunchtime. Today it’s your job to make lunch for the family. You decide to make sandwiches. In the kitchen, rummaging through cabinets, you realize you’re fresh out of bread, so you make a run to the store. Once there, what do you buy? Bread? Or bananas? If you responded “bananas,” you
Want vs. Need: The Content Marketing Software Disconnect Read More »
The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for sentences. OTP, BRB, LMK, OK? How low can you go? In a year or two, 140 characters — a miserly
Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers Read More »
