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Try spending quality time with the people who deal with compliance. The goal isn’t to get legal to say yes to everything; it’s to ...
It’s difficult to find a more frustrated person than a junior marketer or account manager responsible for motivating another department. It’s like a Navy SEAL endurance course, except with anxiety instead of sandbags. The creative team misses their deadline; the strategy department shows up late to every meeting; and oh god, the design team needs to update every asset with a new font again.
In early November, Contently’s editor-in-chief, Joe Lazauskas, profiled Marriott’s thriving content marketing operation, and the main takeaway was clear from the very beginning: Marriott is not only producing great content, but its publishing output is also leading directly to ROI. At the top of that content marketing empire sits Marriott International’s global marketing officer, Karin Timpone.
The typical content marketing relationship usually works like this: Brands create content and serve it directly to a consumer through a broadcast channel, such as Facebook, Twitter, email, LinkedIn—or even the mail if you happen to have your own print magazine. But what happens when you’re not serving content through a broadcast channel, but through individual people? Lots of ...
For more than two and a half years, Gianni Giacomelli has been the CMO and SVP of product innovation at Genpact, a B2B enterprise company that earns more than $2 billion in revenue per year. Genpact used to fall under the umbrella of General Electric before going independent in 2005 to help businesses manage IT and operations.
If you’re reading this article on a laptop, there’s a good chance you own an ASUS motherboard. Since being founded 25 years ago, ASUS has manufactured more than 500 million motherboards—so many that if you lined them end to end, they would circumnavigate the Earth more than three times. Recently, the Taiwan-based company expanded into the consumer electronics game with products ...
The role of the CMO is synonymous with change. Corporate strategies shift. Interdepartmental challenges arise. And figuring out who to staff and how to allocate your budget is a constant battle. It’s an exhausting, high-pressure gig, and it’s no surprise that the average CMO’s tenure lasts just 45 months.
As content marketers, we spend a lot of time talking about really knowing our audience, narrowing our focus, and sharing valuable information often and everywhere. We talk about knowing what makes your customers tick, and embodying everything your brand stands for. But ultimately, this is a strategy that inherently favors B2B brands, particularly those with finite audiences and niche appeal.
I was recently sitting in a packed conference hall where the keynote speaker started his remarks by saying, “It’s always intimidating to come between this many people and lunch… but I think there’s one or two things in here for everyone. Who knows, maybe this will really resonate with a handful of you.” I almost walked out right then.
In the world of content marketing, scope can make or break a publication. Carve out too narrow a niche and you limit the potential to grow your audience; tackle too much at once and audiences won’t know what you stand for. For Autodesk, which focuses on 3D printing and engineering software, hitting that sweet spot with a company blog wasn’t easy 1.
When Amrita Thapar says that she runs a global content operation, she means it. Genpact’s content leader for marketing oversees a robust operation that connects several continents and 25 countries, and in many ways, she’s just getting started. Genpact is currently the largest outsourcing firm in India, priding itself on helping over 20 percent of the Fortune 500.
At the intersection of content, science, and technology sits Elsevier. The 135-year-old institution has evolved from a science publisher to a information solutions company that leverages technology to help science, health, and technology professionals make groundbreaking discoveries through a suite of products.
After more than a decade in “the industry,” I finally got my opportunity to attend CES last week. Years of begging and pleading didn’t get me a ticket. Heck, creating the world’s most original RFP “in partner with CEA” didn’t even get me a ticket. But this year, I was heading up a sales team, and a lunch meeting with Xbox at The Cosmopolitan sealed the deal.