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What are your go-to content marketing metrics? That’s one of the toughest questions for marketers to answer, and one I heard repeatedly at both Content Marketing World and Cannes this summer. When I asked Ann Maranovich, SVP of Content Strategy and Partnerships at Forbes, at the Cannes Lions Festival of Creativity, she was adamant that one of the best things any marketer can d ...
A common mantra at Content Marketing World, the aggressively orange extravaganza held in Cleveland every September, is that marketers need to think more like journalists. But for the past year, I’ve been a journalist trying to think more like a marketer. Even though I gave up full-time journalism years ago when I went from overseeing a news site to running editorial and conten ...
Let’s talk about the content marketing industry’s favorite chart. We love this chart! It pops up in about 75 percent of all content marketing talks, showing the explosive growth in searches for “content marketing” this decade. I use it in three different presentations. It’s basically our industry’s version of the “Everything is Awesome” theme song from The Lego Movie.
Vice. Vanity Fair. UBS. This unlikely trio may seem like the setup to a very geeky “walk into a bar” joke. But over the past three years, financial services giant UBS has been partnering with Vanity Fair and Vice on one of the most ambitious and intriguing partnerships in finance content: Unlimited, an editorial site designed to reach wealthy women and millennials.
Welcome to Ask a Content Strategist, the column where I answer the questions you’re terrified your boss will ask you in the next marketing all-hands meeting. It’s July, which means two things: seething with jealousy over the out-of-office messages of your European colleagues (“On Holiday until September!”), and a chance to take a breath and reflect on our biggest marketing challenges.
One of the most popular insights Contently’s strategy team provides clients is a custom analysis of the best times and days to post on social, based on the behavioral patterns of their target audience. This data is always met with a combination of surprise and relief—the answer is often counter-intuitive, and they’re grateful to no longer have the uncertainty of when to post ha ...
Welcome to a special Fourth of July edition of Ask a Content Strategist, where I finally answer the question: What’s the ROI of wearing an American Flag romper all weekend in the Hamptons? Sorry, I’m getting word from my team that that’s not what we’re doing with this column, and that if I really want to write 1,000 words on patriotic rompers, I should just suck it up and take that $20,000 per.
As a content strategist, I ask people about their content marketing goals every day. Sometimes I almost feel like a fast food worker. “Would you like some lead gen with that?” These goals vary greatly since content marketing can impact everything from sales to customer experience, but there’s one goal that’s pretty universal: growing your email list.
For most, Memorial Day weekend means barbecue, beers, and jealously glaring at Instagram pics of your co-workers in the Hamptons. For me, it also means spending Sunday morning filing my monthly column so that our managing editor doesn’t kill me. So let’s get into it. Here’s what you asked this month: We’ve been using the term “thought leadership” internally for a while.
Last night, a close friend who works in content marketing DMed me on Twitter. She was very concerned. “I have to admit I’m Twitter stalking you because I’m intrigued that this conference has you turned into a tween at a Harry Styles concert,” she wrote. “You’re suddenly VERY EXCITED about things like demand waterfall. Or, intervention? Anyway def going to pump you for cliff notes.” It’s true.
There was a drum roll as the thousands in the crowd hushed. Then it came. Arms shot in the air in spiritual ecstasy. iPhone cameras flashed. What was it? Beyonce? Bono? Michelle Obama? The Pope? No. To the crowd of marketers at Day 2 of the Sirius Decisions Summit in Las Vegas, it was something far more exciting: a new SiriusDecisions Demand Waterfall.
This week, I’m on a pilgrimage in the desert. No, not the one my Jewish nana really wants me to take; it’s the one my CMO (very easily) talked me into—the SiriusDecisions Summit in Las Vegas, which secretly has the reputation as one of the most insightful marketing events on Earth. Each day, I’ll share what I learn on the ground from foundational courses, dozens of case studie ...
Five years ago, Jascha Kaykas-Wolff sat in a board room, wondering if he’d wasted his life as a marketer. Every time he took a new job, he was filled with the promise of making a positive impact on the world. But over the course of a 20-year-career, at startups and tech giants alike, he kept finding himself in the same situation: Sitting in a board room, lamenting a missed qua ...
Every day, a new Twitter hashtag magically emerges and fills our lives with something unexpected. Sometimes they’re funny, sometimes they’re a little dark and confessional, but they always seem to connect strangers. And every day, a brand comes along, sees those connections and thinks: Oh yeah, it’s time to be a part of the #conversation. This usually doesn’t end well.
Halfway through my panel this week at Collision, the fast-growing tech conference in New Orleans, the moderator told the audience he wished he wasn’t moderating so he could tweet what was being said. But it wasn’t anything I said. Not even close. Instead, he was referring to the wisdom of Alicia Hatch, the dynamic CMO of Deloitte. .
Welcome to the April edition of Ask a Content Strategist, the monthly mailbag column about love, life, and mostly content marketing. This month’s column focuses on a topic that no one’s talking about: video marketing. What’s that? Everyone’s talking about video marketing? Even your nana wants to know why you aren’t doing more video? Well then damn—we don’t have any time to waste.
There’s a lot of noise and uncertainty in content marketing, but one thing has remained constant: People are creating more and more content. According to CMI’s 2017 benchmark survey, over 70 percent of companies plan to create more content this year compared to last year—an upward trend that’s held steady over the past few years. In turn, content marketing hiring is on the rise.
I’ve worked at the same company for the past three and a half years, but it feels, at times, like I’ve worked for three different companies. That’s just the nature of startups; you’re reinventing yourself more than Madonna in the ’80s. Contently’s mission is still the same as when I joined in 2013.
Here are a couple of embarrassing facts about myself: 1. I have a catalogued list of my favorite content marketing SlideShares. 2. There’s one that’s my most favorite, and I reference it all the time. I’m talking about Why Content Marketing Fails, by Moz founder Rand Fishkin. It tackles the biggest content marketing mistakes with the help of clip art and some pretty bad fonts.
I spend most of my life doing five things: sleeping, scheming, reading, writing, and answering questions about content marketing. Lately—as I’ve traveled from Toronto to London to Austin to speak at conferences and lead strategy workshops—it’s mostly been the latter. Here’s one question that keeps coming up: What does Facebook’s fake news problem mean for content marketing.