Is content a DIY project, or is it a job better left to professionals? Major brands want to create content marketing in-house. A couple of years ago I conducted research and asked major organizations such as Nestlé, GE, Adobe, IBM, and Coca-Cola what their preference was. Do it yourself, or farm it out to an […]
Who Should Handle Content Marketing? (In-House or Outsource) Read More »
You don’t need a lot of content to make a big impact. Mere hours after Sen. Ted Cruz threw his hat into the ring and announced his candidacy for the highest office in the land, TedCruz.com went live. The site consists of one sober page, white text on a black background: Unsurprisingly, social media lit
The TedCruz.com Domain #Fail Read More »
A couple of years ago, I researched content marketing maturity in the enterprise. We identified five phases of maturity, the highest one being the very aspirational level of actually monetizing content; organizations from Red Bull to Coke to Kraft have been able to actually sell their content marketing. That’s clearly not going to happen for every
How to Foster a Culture of Content Read More »
No content marketing solution is an island. As we wait for the evolution of true end-to-end content marketing stacks, each individual solution acquired for creating, publishing, targeting, or optimizing content (just to mention a few of the use case scenarios) needs to plug into and play with the other tools in the content marketing toolbox. And
Three Ways to Integrate Content Marketing Tools Read More »
Top-down doesn’t work. I’ve been working with a slew of enormous multinational companies recently, spanning the spectrum from appliances to CPG, technology, and a major conglomerate. All are looking at content marketing — and looking at it from a global perspective. Content strategy is difficult enough when brands are confined to one region, country, or
Going Global with Content Marketing Read More »
A big box retailer’s chief content officer of reached out recently with a question. Here’s what he wanted to know: “What is the percentage of content you see utilized comparatively that’s company generated versus user-generated versus contributor generated? I’m trying to see how others are looking at their mix.” What would you have told him?
For The Right Content Marketing Answers, Ask The Right Content Strategy Questions Read More »
As the company recently strongly hinted it would, Instagram today announced it will debut advertising on the platform early next month – native advertising, that is. Aligned with the definition of the term in the research I recently published, the ad creative will be photos from the advertisers’ own Instagram accounts that appear in the feed,
Instagram Carefully, Respectfully, Selectively, Bows Native Advertising Offering Read More »
No not that kind of social. Meat-space social. Office party social. Too many start-ups are spending too much of their (very limited) budgets on social events that completely and utterly neglect to factor into the equation – or the festivities – that there are actual business goals behind the events in question. Too many events
Social Marketing for Startups Read More »
Digital is hardly the only disruption threatening media business models. So too is…reclycling? Recently I was privileged to take a behind-the-scenes tour of Grand Central Terminal, which this year is celebrating its centenary. In addition to many rare and privileged experiences (Deep in the basement, New York’s oldest computer dating from 1911! Popping open the VI
Media Model Threats: The New York Times vs. Grand Central Terminal Read More »
Real-time marketing means reacting in real, or near-real time. It’s about relevant messaging, and it’s achieved in social channels by listening to and anticipating customer needs. Paid media (advertising), earned media (content), and owned media (social and PR) are rapidly converging into just … media. Digital channels have long enabled real time optimization of display advertising,
Real-Time Marketing: Seven Inspiring Examples Read More »
