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Platforms like Facebook, LinkedIn, and Medium have gone all-in on publishing, offering anyone an opportunity to get their words in front of a massive audience. As such, content marketers have a new variable to consider when planning out their offerings: Does my content need to be published on a site that I control? Or can it be “homeless” content that lives exclusively on platf ...
Will virtual reality replace TV in 10 years? Will headsets make iPhones obsolete? Will all branded have to make all their content VR to stay relevant? VR is still in its infancy, which means the hyperbolic questions and predictions are here. But here’s the reality: It’s too early to tell. But the lack of certainty doesn’t mean that marketers can ignore VR.
I recently attended the content kickoff for a mid-size company that had just decided to make a big content marketing push. Publishing was new territory, so they’d hired a team, brought me in as a content strategist, and allocated a significant annual budget for content production. On kickoff day, the team gathered in a conference room, eager and excited to build a strategy and ...
As 2015 comes to a close, we can say with certainty that content is here to stay in marketing departments. What we can’t say is that there’s any standard protocol for how to do it well. A lot of marketers are still taking their best guess, praying they get it right. One common act of guesswork is to assume that content marketing must be like something that it resembles: PR.
Thought leadership! It’s become one of those buzz-phrases that’s so ubiquitous, no one even bothers to make fun of it anymore. But even with all the hype, no one can escape the fact that if you are a C-level exec or business leader, then you should be doing it a lot, and in as many places as possible.
It used to be that digital content was anyone’s game. You wrote or filmed or drew something, pressed publish, and let the Internet decide whether it was worthwhile. If your content was good, it rose to the top—the classic oil and water analogy. Now, the space is more than just crowded—it’s suffocating.
In the modern workforce, there’s been a constant conflict between humans and machines. For decades, we’ve been replacing the former with the latter, often with far (sometimes exponentially) better results. In the digital content world, this conflict is in full swing. SaaS platforms, algorithms, and other tools are taking over work that, until recently, was entirely done by humans.
Now that we’ve defined what a microsite is, the leviathan question remains: Does my brand need to launch one? Even more so than other content marketing initiatives, microsites require serious commitments of time and resources to be successful. Despite the name, we’re not talking about a small endeavor.
Content Marketing, Content Promotion, Executive's Corner, Owned Media, Paid Media, Shared Media In the modern era, data is the fallback solution to all problems. Got a question or problem? Break it down, slap a numerical value on each piece of it, track them all, and plug your results into an algorithm.
Most brands already rely heavily on email lists as a direct marketing tool. Yet when it comes to using those email lists to push out content, they hesitate. “We don’t want to overload our customers!” or “They’ll think we’re spamming them!” are popular justifications for hiding the “Sign Up For Our Newsletter!” widget in your blog’s lower right rail (a.k.a.
In the modern era, data is the fallback solution to all problems. Got a question or problem? Break it down, slap a numerical value on each piece of it, track them all, and plug your results into an algorithm. When everything can supposedly be quantified, “the idolatry of data” has begun to trump all other ways of thinking, as Leon Wieseltier recently put it in The New York Times.
“Serial,” the most-downloaded podcast of all time, ended this week, creating a pop culture vacuum that probably won’t be filled for a few weeks. But on its way out, the podcast inadvertently became part of a marketing controversy. Fans of the real-life crime drama know that a Best Buy location in Baltimore plays a significant role in the narrative.
If you’re a marketer or a CMO looking to add content to your portfolio, you’ve got some jumbo questions to answer. The chances are high that your company, like the vast majority of organizations that don’t sell content as a product, currently has zero content-creating infrastructure, structured roles for ongoing content management, or documented strategy.
In an era where storytelling is a slickly packaged affair and “content” has been cemented as a buzzword, it’s satisfying that the viral hit at the end of 2014 is a simple podcast. Yup, I’m talking about “Serial,” the weekly radio show that delves into the 15-year-old murder of a teenage girl in Baltimore, MD.
Everywhere you look, people are talking about content strategy. These two words—both buzzy in their own right—have joined forces to form one juggernaut buzz-phrase that’s sweeping the Internet. But despite all the discussion and hype, we’re still swimming in a bog of ambiguity and confusion over what “content strategy” actually means.
Everywhere you look, people are talking about content strategy. These two words—both buzzy in their own right—have joined forces to form one juggernaut buzz-phrase that’s sweeping the internet. And yet, despite all the discussion and hype, we’re still swimming in a bog of ambiguity and confusion over what “content strategy” actually means.