- Our Blog
My industry colleague and friend, Douglas Karr, inspired me to take on this topic. It’s been a subject of conversation I’ve had for a number of years at conferences and industry events. He poignantly points out, “That Not Every Content Strategy Needs a Story” and I wholeheartedly agree with him. He makes a very poignant case that I recommend you read.
This time of year, our inboxes are flooded with many prediction posts for the coming year. My inbox is certainly no exception. In fact, you may have even seen my predictions post just a few weeks ago. This year there seems to be many more than usual. After reading more than a dozen of them I’ve concluded that some of these predictions are merely wishful thinking for 2018, whil ...
Every year around this time I take a step back and to ponder some predictions for your field for the coming year. Some come to be, others are a few years early, and then there’s predictions I’m still waiting to come true years later. You can’t win them all, unfortunately. That said, the trends I’m following lead me to believe that the seven predictions below will become true in 2018.
For several years now, the Interactive Advertising Bureau (IAB) has done their best to categorize online native advertising to make it easier for marketers, advertisers, media buyers, publishers and the government to understand it better. Unfortunately, it’s hasn’t helped much and in many cases, has created even more confusion. Today, it’s time to propose a new categorization model.
By the year 2020, it’s estimated that more than $85 billion will be spent globally on native advertising. One such type of native advertising in called sponsored content or long-form native. This is where brands or publications write custom content to be published on an online magazine or blog. It generally takes the form of a full written article. There are many notable examples.
In May of this year I was lucky enough to participate in a conference in Copenhagen, Denmark that also featured one of the really smart folks over at the New York Times’s (NYT) T Brand Studios – Lauren Reddy, Director of Audience Development & Insights. While listening to her presentation this gem of a takeaway popped up. I fumbled with my phone hoping to grab a photo of the slide.
Much has been written opining the impact of high-levels of content publishing online across the globe and its impact on marketing. In fact, Mark Schaefer was the first to kick off the debate in January of 2014. To paraphrase his argument: The amount of content being published online is increasing at an exponential rate and will surpass people’s ability to consume it. He calls this “Content Shock.
Sales executives have been perpetuating a trick on marketing for the last 15 or so years. A trick that will make or break your career. You need to be cognizant of it and not let it happen. . . ever. There’s generally two types of marketing and sales organizations in the B2B space. I’ve professionally witnessed both sides of the coin.
IZEA just announced the inclusion of artificial intelligence (AI) in its influencer platform. Called ContentMine, this feature helps marketers find, organize and share content produced by influencers through the IZEA platform more easily. This AI feature uses a visual search interface to discover content assets that reside on the influencer marketing platform.
Fresh off the heels of this year’s Content Marketing World, I left with the sense that many people believe that content marketing is simply an exercise in creating helpful quality content that doesn’t sell anything. That simply isn’t the case. Content marketing should fill the information needs at every stage of the marketing, sales and customer service funnel.
On Thursday, September 8th during lunch, Jesper Laursen, founder of the Native Advertising Institute, and I were fortunate enough to give a presentation at this year’s Content Marketing World. We covered the native ad tech landscape, publisher’s content studios and explored what the future of paid distribution may look like.
In a previous post, Douglas Karr asked, What is Native Advertising? In the article, Douglas featured our latest infographic detailing the entire native advertising technology landscape. This infographic contains 272 companies that touch native in some way. To discover all of these companies I scoured the Internet and viewed hundreds of websites. The task was daunting and tedious.
Native Advertising, Paid Media There’s lots of different ways you can promote and distribute content. That said, not every channel is ideal for every type of content asset you might develop. The fact of the matter is that most of the folks reading this are likely prioritizing top-funnel content (or at least plan to).
There’s a lot of buzz around Artificial Intelligence (AI), machine learning and natural language processing. Platforms such as these reveal insights from large amounts of unstructured data. That’s how Facebook is able to recognize faces in photographs with nearly 98% accuracy. It’s this technology that powers much of the managed services technology behind programmatic native advertising.
Fresh off the heels of this year’s Content Marketing World, many of us are feeling rejuvenated and excited for our industry. There were countless takeaways to be had, but the biggest wasn’t from any speaker. The greatest takeaway I learned was from my content promotion session audience – Google ruined content marketing. That’s right, ruined it.
Many marketers exploring native advertising for the first time are going directly to networks like Taboola, Adblade, Outbrain and Revcontent, and/or they’re going directly to publishers for sponsored content. This is what Peyman Nilforoush, CEO and Co-founder of inPowered, calls “Native 1.0.” While the networks mentioned above do provide a level of scalability, marketers are s ...
According to a study released late last year by Adyoulike, worldwide spending on native advertising will soar to over $59 billion in 2018. Cisco’s The Zettabyte Era – Trends and Analysis found that global IP traffic will increase nearly threefold over the next five years. This means more eyeballs and more demand for content.
Do a quick search for phrases around the death of the sales funnel. There’s article after article opining that the sales/marketing funnel is dead because the buyer’s journey is no longer linear. Makes sense, right? Ok, so let’s abandon the funnel since it’s dead. No way. You’d have to pry it out of my dead cold hands to get me to abandon the sales funnel.
The introduction of the Internet to US households in the early 90’s has forever changed the media landscape and how consumers discover and engage with content. From the very first banner ad to the present day machine learning and programmatic media buys, paid media has seen many innovative iterations over these few decades.