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Adidas Group’s corporate communications team recently launched a new content platform for athletes and athletes at heart. Often erroneously thought of as a single shoe brand, adidas Group is a product design and development powerhouse that owns a bevy of athletic brands including Reebok, TaylorMade, CCM, and the eponymous Adidas brand.
Scott Berinato is the senior editor of Harvard Business Review and author of Good Charts: The HBR Guide to Making Smarter, More Persuasive Data Visualizations. Passionate about the transformative power of data visualization inside organizations, Berinato shares how he uses data visualization at HBR and why he thinks we are living on the cusp of a visual data revolution.
As This Old Marketing approaches its 150th taping, Joe Pulizzi and Robert Rose wax philosophical about why podcasting is so powerful, and the rookie mistakes they now avoid. A handful of marketing contrarians have been predicting a spike for podcasting for a few years. While a steep climb hasn’t materialized, audio content is rising steadily in popularity year over year.
Jordan Koene, vice president of services and chief evangelist at Searchmetrics, answers our questions, explains what the term “content intelligence” means, and offers practical applications for marketers. CCO: The subject of content intelligence spans many areas; when you describe it to marketers, how do you ensure that it’s not just understandable, but also relevant? Koene: You’re dead on.
Named recently as the “world’s most powerful brand” by Brand Finance, the LEGO company is both a consumer-goods company that produces interlocking bricks, and a media giant with a massive portfolio of films, online videos, books, and games, to name just a few. Lars Silberbauer, global director of social media and search at LEGO, recently talked to Chief Content Officer magazi ...
Unlike other companies that struggle to create compelling stories, Autodesk’s content marketing team wrestles with prioritizing an abundance of exciting topics to write about at the intersection of design, technology, and innovation. Go behind the scenes at a content powerhouse. Autodesk sells 3D-design, -engineering, and -entertainment software.
Cameron Conaway straddles two worlds. He’s an award-winning freelance investigative reporter focused on human rights. He’s also the content marketing manager for Flow, a task-management solution. Cameron believes journalists’ ethos can inspire marketing teams, and he entreats marketers to take bigger risks with content.
You would be hard pressed to find a marketer in 2016 who doesn’t believe that publishing content is as important or more important than paying for advertising. Yet somewhere in the race to publish more, hit more channels, and optimize reach, we’ve lost sight of the art of great content creation and the returns from more ambitious projects.
Snapchat burst on the scene in 2012, but in those early days brands mostly stayed clear – in part because it became classified as the “sexting app,” and in part because it wasn’t immediately evident to brands how to use the platform. In the last year all that has changed. Snapchat added functionality that helps brands tell less-fleeting stories and reach a wider audience.
With complex decisions to make each year – from adjusting capital expenditures to figuring out the amount and timing of fertilizer applications – farmers must analyze reams of data to keep their operations running profitably. PotashCorp saw an opportunity to provide utility-based content that would not only inform farmers, but also influence mission-critical decision-making.
Let’s ditch the pretense that you’ll have a quiet weekend to catch up on reading and pen your list of personal goals for 2016. Instead, I’m offering you a quick-and-dirty roundup of my favorite CCO articles over the last 12 months. Pick one article for each month listed and read it in full. You’ll be done in 35 minutes – and have some great ideas for that 2016 planning. I promise.
Social media expert Ian Cleary explains some fundamentals social media marketers still can’t seem to master, as well as next-horizon ideas to apply in 2016. CCO: What do marketers struggle with most in social media? Cleary: Building an effective sales process from social media. Marketers are great at building engagement and relationships, but not so good at driving all that e ...
Andy Crestodina is the co-founder of Orbit Media and one of the best teachers we know when it comes to search engine optimization, email marketing, and social media. In this interview, he speaks plainly about why great content creators don’t always come out ahead, and the dangers of putting your content distribution strategies on autopilot.
Starbucks recently partnered with award-winning journalist Rajiv Chandrasekaran from The Washington Post to head up a new media venture. The collaboration between a seasoned journalist and a mega-brand points to an exciting new time for long-form storytelling. Can brands pull it off gracefully? Will consumers accept it? Rajiv Chandrasekaran worked as a staff writer and editor ...
Over the last four years, Nick Panayi built an elegantly tuned demand-generation engine at CSC, where he leads digital marketing and global brand for the tech infrastructure and services giant. He tells CCO how he manages the complex ecosystem of marketing technologies, as well as the steps taken to create a centralized, integrated content hub.
A few months ago, Mass Mutual quietly opened up the most ambitious, exciting content project we’ve seen in a long time. The Society of Grownups teaches classes, hosts supper clubs, and offers one-on-one financial advice … all with a bohemian vibe. On a Saturday evening in November, I walked into an airy retail space in a hip neighborhood outside Boston.
Rand Fishkin, founder of Moz, a leading inbound marketing software company, and host of the popular video series, Whiteboard Fridays, answers questions about what he wishes marketers understood about search, and tips for upping your game this year. Marketers seem ambivalent about search these days.
Over the last 12 months, CCO magazine doubled down on content marketing strategy for executives. While we still publish some how-to, tactical information, we are more focused on publishing content that helps marketers refine their existing systems, and prepare for future disruptions. Picking my favorite articles from 2014 is a little like asking me to choose my favorite child, but I did it.
Academy Award winner Kevin Spacey opens up in this interview about nurturing creatives in the entertainment industry, collaborating with non-media brands, and crafting binge-worthy stories. Do you think non-media brands can pull off the kind of rich, nuanced storytelling we see coming out of the entertainment industry? There’s an incredible explosion happening in the last de ...
How do you make the right choice when buying content marketing technology? You can start the review process with G2 Crowd, which offers crowd-sourced enterprise software reviews. But unlike some review platforms under fire for spam, G2 authenticates each review by connecting members to their LinkedIn profiles.