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When researching last month’s best content marketing, I quickly realized that nothing about the solar eclipse was going to make the list. In July, Warby Parker beat everyone to the scene with a campaign that was equal parts goofy and educational. But in August, everyone from Corona to Krispy Kreme tried to cash in. It was a good example of why newsjacking is a no-no.
In a recent New York Times Magazine story, Jacob Silverman writes, “Pivoting has become the new failure, a concept to describe a haphazard, practically madcap form of iterative development.” Those who work in digital media know this madcap iteration all too well. In 2017 alone, MTV News, Vocativ, Sports Illustrated, the Huffington Post, Fox Sports, Vice, and Mic have all pivot ...
Every few months, I pitch a story to an editor I’ve known since last year. This editor seems like a good guy. He’s pleasant, thoughtful with feedback, understanding if I ask for an extension. We even trade some personal banter once in a while. But whenever I send over the pitch, he never gets back to my first email. I always have to follow up a week later, sometimes two.
July is usually the slow month. After marketers drag themselves back from Cannes with overly tan faces and suitcases full of wrinkled linens, they need a breather. People go on vacation after their vacation. Joe Lazauskas, our editor-in-chief, started wearing boat shoes. Q3 can start off slowly as people work themselves back into game shape. But the marketing machine never stops.
I’m not usually one for quotations, but there’s a saying attributed to Albert Einstein that I’ve always appreciated: The definition of insanity is doing the same thing over and over again, and expecting different results. Since marketers always care about getting better results, it’s about time they listened to Einstein’s advice.
This story is part of Contently’s Accountable Content Series, a collection of articles, webinars, case studies, and events we’ve designed to help marketers deliver measurable brand impact and business outcomes with content. To see more content in this series, click here. According to Forbes, 93 percent of B2B marketers claim content marketing drives more leads than traditional marketing.
The brand magazine has played a really interesting role in the content marketing boom we’ve seen over the last half decade. As people continue to declare print dead, brands are still lining up to produce expensive glossy magazines. Why? Because they look great, and the content is (usually) good. Yet that creative ambition comes with a lot of risk.
The post Case Study: How Contently Helped Manul ...
In 2010, pharmaceutical company Eli Lilly sponsored a quiz about depression on WebMD. The quiz, which consisted of 10 questions, attempted to determine if users suffered from depression based on how their answers mapped to common symptoms. The outcomes forked into two paths: Those feeling five or more common symptoms were flagged as higher risk; respondents experiencing four or ...
In Arthur Conan Doyle’s novel The Sign of Four, Sherlock Holmes says one of his most iconic witticisms, “I never guess. It is a shocking habit—destructive to the logical faculty.” Luckily for Holmes, he never worked in marketing. The famous detective may have had brilliant deductive powers, but even he would’ve struggled to make sense of today’s digital video landscape.
When I decided to stop freelancing as a writer full-time, most of my friends and family assumed it was because of the financial grind. They weren’t entirely wrong; waking up every day to hunt for paychecks wears you down. But the biggest factor behind the decision was fear of the unknown. I’d send out pitches and sit around frustrated as half of them went unanswered.
In 2014, Tony Haile was in the midst of leading a publishing revolution. As CEO of Chartbeat, a web analytics company, he pushed the industry past the pageview and toward metrics that valued quality over quantity. His Time article “What You Think You Know About the Web Is Wrong” was a call to arms: “We confuse what people have clicked on for what they’ve read.
Most days, I sit at my desk writing and editing articles, working on Contently’s marketing collateral, and trying not to let our company Slack take over my life. But every so often, I get to go to sales meetings to talk about the nuances of content marketing. It’s nice to get out of the office, trading my t-shirt and sneakers for blazers and dress shoes.
Five years ago, if you asked Jason Miller to pick lead generation or brand awareness as the most important part of B2B marketing, he would’ve chosen lead generation without hesitating. But since then, things have changed. Miller, who worked as the senior manager of social media strategy for Marketo until 2013, now serves as global content marketing leader at LinkedIn, where he ...
This post originally appeared on Social Media Week. Did you know that most ads have an average click-through rate of only 0.06 percent? I don’t know about you, but that doesn’t seem like a good conversion rate for your hard-spent money. An area where we’re not seeing these kinds of rates of decline is influencer marketing.
During a normal year, we’d be talking about Super Bowl commercials. Which beer company will objectify women? Which forgotten ’80s actor will endorse a smartphone and jar some bizarre childhood memories? Who exactly is J.D. Power, and why does he have associates? But this is not a normal year. After only one month, it’s already the year of alternative facts, fear, chaos, intimidation, and denial.
Say you’re walking on the sidewalk, minding your own business on the way back from lunch, when you lock eyes with a street canvasser. The canvasser, dressed in some ill-fitting mesh vest and a visor, gets ready to sell you on a good cause. You want to support the cause, but you also hate the intrusion of the hard sell and don’t want to give away your personal information.
Every night, when I come home from work, I walk by a little billboard in the Hoboken PATH station that makes me gnash my teeth. It’s an ad for a yoga studio. I’ve seen two variations, one for men and one for women. The billboard meant for women contains 15 words of copy: “I am a sister. I am a runner. I am authentic. I do hot yoga.
According to Forbes, 93 percent of B2B marketers claim content marketing drives more leads than traditional marketing. Why? Because content gives marketers the opportunity to have a voice and help their potential customers solve pressing issues. However, simply publishing an insightful blog post isn’t enough to generate leads or revenue.