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It’s not often that research plays out like a disaster film trailer, but a recent study by Accenture Interactive delivers all the requisite drama. Marketers are drowning in a tsunami of content. And it’s only getting worse. “It’s almost as though content is growing faster than our ability to perceive the change,” said Donna Tuths, global head of content for Accenture Interacti ...
When businesses start publishing, they’re always concerned with hitting a certain quota. But whether you put out one story a day or two stories a week, that cadence is irrelevant if you’re not driving a tangible ROI with your content marketing. In the world of B2B marketing, quality dominates quantity.
How did you choose your marketing platform? For many markers, the answer is somewhere between “This is the one we’ve always used” and “I’d heard of this one somewhere.” It’s hard to fault these reasons because there are an insane number of tools out there: Insane graphic via MarketingLand But the options are overwhelming for a reason.
For many content marketers, organic traffic earned through SEO is like a holiday bonus: It’s cool if it happens, but no one is planning their monthly budget around it. “It’s not something they go for head-on,” said Dana DiTomaso, partner at digital marketing agency Kick Point. “People think about content and then say, ‘Oh, we’re going to do a social push.
It’s becoming increasingly obvious that Facebook has one ultimate goal: to be the de facto Internet for its 1.5 billion active users. The social network’s updated search feature is the latest attempt to make that ambitious goal a reality. Last week, Facebook’s search function got an upgrade. Rather than simply being a way to find a friend’s page or look up your cousin’s boyfri ...
Forget everything you used to know about SEO. The technical tricks used by search engine optimizers back in the day were opportunistic at best, downright shady at worst. But thanks to advancements in Google’s algorithm over the past few years, the veil between SEO and content has officially fallen.
In July, Krista Garcia visited three retail stores hoping to receive real-time, proximity-based messages on her phone. Her aim: to test out beacon technology, the retail marketing advancement that allows stores to deliver real-time offers and content to shoppers’ phones. Even knowing about beacon technology put Garcia ahead of 70 percent of consumers who, according to a recen ...
On Saturday, The New York Times published a scathing exposé on how a number of white-collar employees have been treated by Amazon (spoiler alert: terribly). Before the weekend was out, an Amazon employee had—according to himself—taken his own initiative to respond, point by point, to the entire story, leveling serious allegations against the journalists’ ethics along the way.
A war is escalating under our fingertips. While most of us mortals remain unaware, the battle between the gods of information access has reached a new front: the global migration to the mobile web. This shift in user behavior has given Apple an opening to move into the search space, and the company is marching its geeky troops right through it.
Editor’s Note: This article was originally published on our sister site, The Freelancer. I want to preface this list by saying there are great PR reps out there. The ones who really understand storytelling, research what you do, and send over stories worthy of coverage. And if that PR rep has a gift for facilitating, she can quickly wrangle even the flakiest of sources for tim ...
There’s nothing quite like arriving at a hard-won success with your content program. You’re hitting your goals, your metrics look great, and everyone is popping champagne (literally, if you work at a startup; metaphorically, if you don’t). But by the time you’re sipping that second glass, chances are there’s a new challenge to tackle.
Life with a new puppy is tons of fun. It’s also a frustrating series of trials and errors. Purina, the pet food company, is learning that launching a new content site isn’t much different. Its new content site was launched with “Puppyhood,” a Purina/BuzzFeed video collaboration that racked up 4 million views in two weeks.
While the much-ballyhooed “Mobilegeddon” update had content marketers running wild in the streets, Google’s latest update has a much more sinister flavor. It happened so quietly that it’s been dubbed the “Phantom Update.” How ghostly was it? At least enough for Google to initially fail to acknowledge its existence.
Would you trust customers to create your brand’s content? Imagine the average Ford Focus driver drafting a travel story for My Ford magazine, or a random handbag shopper profiling a designer scarf buyer in Porter. It would, in all likelihood, be unreadable madness. But that’s exactly what shared space provider WeWork’s newest brand publication Creator by WeWork is doing: Many ...
The Red Bull Signature Series Dreamline BMX contest recently wrapped up its third year of giving riders the chance to, as the 2013 event coverage put it, “attack the most innovative BMX dirt setup that we have every seen. A course that many people are saying could alter the sport.” And that’s not just Red Bull’s opinion.
Alex Zhardanovsky knows that those who believe that cats rule the Internet are barking up the wrong tree. “You might get 80 percent of cat people clicking on a cat video, but the sheer number of dog people will outweigh the cat people five to one,” says the co-founder of the online pet product retailer PetFlow. Though a self-professed dog person, Zhardanovsky can back up his claim.
It’s no secret brands like to control their marketing messages as much as possible. And, that vice grip on branded creativity continues to get tighter. The Wall Street Journal reports Apple is among many big name brands changing their marketing operations from agencies to in-house creative departments.
Who is Red Bull, really? Among the existential questions that plague humanity, maybe this is not as high on philosophers’ radar. But for those interested in the state and future of branded content, it’s one worth asking. First, they were a company known for making hyper-caffeinated drinks; then, they were an energy drink company that was surprisingly content-savvy.