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Five years ago, the term “marketing stack” was barely used outside of discussions between the most tech-savvy CIOs and CMOs. There were roughly 150 tools you could use to manage how people interacted with your brand. If you were enough of a marketing geek, you could memorize them over your morning coffee. The scene has changed dramatically since then.
Every day, I religiously check my mailbox to look for the newest issue of The New Yorker. I know it only comes once a week, but each time I open the mailbox, I have this irrational hope that a fresh copy will be waiting for me. When it does arrive, I head upstairs, establish an impenetrable nook, and spend the next 45 minutes with a familiar friend.
Late last year, Cisco laid off over 100 marketing staffers. “Now we’re restructuring and hiring two hundred content marketing people globally,” said Katrina Neal, the head of content marketing for Cisco’s service provider segment. The move signiﬁes not only a change in marketing tactics, but also an effort to refocus the company around storytelling. Cisco isn’t the only one to make this move.
A few weeks ago, comedian Chelsea Handler stuck her face in a bowl of spaghetti bolognese. The video was not a stint on one of her late night appearances. Instead, it was a call to action for Italian Prime Minister Matteo Renzei to pledge his allegiance to fight world hunger. Orchestrated by Global Citizen—a nonprofit that brings awareness to global issues through social acti ...
One of the biggest mistakes a brand can make is to hire someone as part of its content team without considering whether that person is equipped to execute within the company’s larger marketing strategy. “What I usually see a lot is the organization has not enabled enough transition time,” said Baron Manett, former senior vice president of Ariad Communications and founder of Pe ...
Harold, a burly 66-year-old man, was devastated when he lost his wife. Exhausted from depression, he could barely get out of bed, let alone run his business. After a few sessions with psychologist Dr. Jacqueline Simon Gunn, Harold took her advice and began an endurance training regimen. Each day, Harold increased the distance he rode his bike and lifted more weights. Slowly, he grew stronger. Dr.
Coca-Cola is often hailed for its ability to tell stories that celebrate diversity and inclusion. It’s hard not to be touched by the ad that shows a Coke machine uniting people who live near the hostile Pakistan–India border. And most people probably remember the “America the Beautiful” Super Bowl commercial from 2014, which showed Americans of all ages and ethnicities enjoying ...
Last year, Fractl and Moz scoured Indeed.com to understand the demand for content marketing roles. After parsing through over 75,000 job listings that contained digital marketing keywords and content marketing terms (think “social media marketing,” “content strategy,” and “Google Analytics”), researchers found that while brands were on the hunt for content marketers, the right ...
Rachel Gogel is not a fan of the term visual storytelling. To her, it doesn’t capture the unique challenges designers face when telling a brand’s story. Gogel, the creative director for The New York Times’ T Brand Studio is, of course, an expert visual storyteller herself, helping companies tell their stories through native advertisements. “As people, we are storytellers,” she explained.
Contently Case Stories is a series highlighting some of Contently’s most successful clients. At times, people over the age of 50 are unfairly portrayed as inactive and indolent as they head toward retirement. But in reality, many of these Americans are taking advantage of their opportunity to travel the world, taking the kind of vacations some only dream about.
When I first asked people what they thought about the concept of ‘period panties,’ they responded with scrunched faces and genuine confusion. “Wait. How does that work?” “Why would anyone want to bleed in their underwear?” These are the questions that Thinx CEO Miki Agrawal has attempted to answer with content campaigns spewed across New York City’s public transportation sys ...
Miki and Radha Agrawal didn’t plan on disrupting the feminine hygiene industry when they entered a three-legged race. All they wanted to do was win. And the identical-twin soccer stars were well on their way—until Radha felt blood dripping down her leg. She had her period. If you’re a biological female, chances are you’ve got a story like this.
In 2013, a media corporation told the story of a fearless optimist who treks through an icy winter to free the kingdom trapped under her sister’s powers. The story inspired a generation of loyal toddlers (and their parents) and resulted in a $1.2 billion franchise that bumped the corporation’s first-quarter earnings 13 percent.
Contently Case Stories is a series highlighting some of Contently’s most successful clients. According to Visually, the first infographics date back to 30,000 BCE, when images were drawn on cave walls to communicate information about populations, animals, and resources. Thousands of years later, the Egyptians used hieroglyphics to tell stories about life, work, and religion.
In the years following the Great Recession, industrial production declined, university students went to extreme odds to find jobs, and big banks and their financial affiliates lost consumer trust. As late as 2014, the Edelman Trust Barometer revealed financial services was, yet again, the least trusted industry in the world.
You need to jump from one ledge to another, but a treacherous ravine stands between your success and demise. Do you invest in the right equipment to get across, or do you settle for whatever tools are cheap and accessible? Do you approach the jump at half speed or leap with full force? The answers seem obvious, assuming you want to live to tell the story.
Contently Case Stories is a series highlighting some of Contently’s most successful clients. In the tech world, small teams run short on something all professionals wish they had more of: time. At Better Weekdays, the career services startup that helps universities pair students with jobs, founder Chris Motley wanted to invest in content marketing.
What happens when you bring together the top 150 minds in content marketing, put them on one platform, and share their knowledge with the world? We’re about to find out. After years of speaking with the strategists and creators responsible for efforts like Marriott’s award-winning content studio; Coca Cola’s ambitious internal mag, Journey; and GE’s viral science site, GE Rep ...
Tommy Walker and his editorial team at Shopify have every intention of getting you hooked. More benign than Walter White, Walker’s drug of choice is content, cooked with the same formula as your favorite TV show. “I run my blog more like a television network,” Walker mentioned casually, as if this concept was intuitive.
While content marketing may be the trend du jour, content isn’t just for marketing. Content is everywhere: It’s the article that helps sales secure a coveted meeting, the memo from HR that announces a new acquisition, the personalized deck from account managers that keeps clients up to speed. But while content for other departments besides marketing can often be just as import ...