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Unless you’ve been living under a rock buried underneath a larger, Wi-Fi-proof rock, you’ve probably heard the phrase “influencer marketing.” The idea is: A relationship has been established over time between two sides (also known as “a relationship”). In this case, the relationship is between a collective of mission-aligned individuals known to the world as a brand and an ind ...
Before we get into all that delicious content marketing stuff, let’s talk about eating ice cream for a second. (Stay with me, folks. It’s gonna get weirder before it gets normal again.) When you eat a bowl of ice cream, is your goal to get to an end result as fast as possible? Do you turn to a friend or maybe a professional ice-cream-eating freelancer and say, “Hey, can you f ...
(Editor’s note: When we find something of such significant value to our audience from another source, we pull out our curation tools. This article appeared in Chief Content Officer magazine, which excerpted it from Jay’s great blog, Sorry for Marketing.) I have these two friends. Let’s call them Brendan and Amanda (because those are their names).
This article originally appeared on Medium. I’d like you to meet someone. This is the Jargon Monster. And he is a jerk. I’d like you to meet someone else… This is the Naked Little Truth. He’s naked. Also, he always tells the truth. (I know, I know, he should have a less confusing name…) The best part of the NLT’s truth-telling is that it’s always delivered in plain Eng ...
Venture capitalists. When you hear the term in the startup world, it’s met with a ton of very immediate, very opinionated reactions. These range from the good (“I wouldn’t be where I am today without my investors”) to, let’s just say, the less than good. But in 2015, another phrase inevitably comes up when you talk startups: content.
A version of this article appeared in the June 2015 Chief Content Officer magazine in an exploration of the debate between machined and handcrafted content. The questions were supplied by Clare McDermott, CCO’s managing editor. My argument for handcrafted content is in these answers below. Want to hear the machined-content side? Read Ann Rockley’s response at our Intelligent Content blog.
One of my favorite analogies I use to describe great content marketing involves the movie The Matrix. (Don’t worry, I mean the first one – not the so-so second or the can’t-believe-I-paid-for-this-crap third.) Throughout the film, Neo gets pushed and poked and prodded to do great things by Morpheus. At first, however, Neo can’t do much of anything.
Here’s my nominee for the Most Obvious Statement of the Year award: Lots of businesses today create and market “content.” I know, I know – stop the presses, right? (Or, more accurately, stop the CMSes.) But have you ever really stopped to consider the imagery that the word “content” brings to mind? What do you see? Lots of individual items flying around all over the place, no ...
If there’s one mortal sin content marketers commit way too often, it’s obsessing over tools or tactics instead of customers. When we talk marketing, we love to jump right into a discussion about a given social network, a new tactic hitting the blogosphere, or some other content format we “have to” learn.
Ask a hiring manager about the marketing team’s approach to brainstorming, and what he’ll tell you could be captured in this headline: “Brilliant, Cohesive Team Creates Amazing New Ideas to the Delight of Millions Everywhere – High Fives Ensue.” But in reality, the vast majority of group brainstorm sessions fail to do anything but waste our time and our employers’ money.