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For the past few months, I’ve been interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. (I’ve also been helping some brands build the strategies to make this happen.) Here’s an advance look at some of my research findings.
Content moving beyond screens into the “phygital” world of beacons, sensors and the Internet of Things has been a focus of my most recent research. Together we’ve looked at some of the benefits brands such as Nestlé, GE, Marantz and Disney are reaping from campaigns that go well beyond “the right message to the right person at the right time.
Together we’ve looked at why context is digital marketing’s next frontier. Since then, I’ve delved further into the topic, publishing research that looks at the value of marketing in the “phytigal” world we now inhabit, where things are as connected as devices are. Beacons, sensors and the Internet of Things (IoT) are moving marketing past the screen to the objects, places, ...
Since the dawn of digital marketing, practitioners have hailed personalization as the ultimate in sophistication. Calling customers by their names and knowing a lot about them — their ages, genders, birthdates, interests, purchase histories — enables marketers to deliver more relevant, meaningful content that helps win new conversions and engender their long-time loyalty.
Enterprises are only just starting to incorporate content marketing as a discipline into the mix, and as a result, they’re quickly realizing content must permeate the entire organization. This applies globally just as much as it does regionally. Yet scaling content up to a global level brings with it a host of challenges.
Once upon a time (circa 15 years ago), digital marketing had a great big silo chip on its shoulder. “Digital needs a seat at the grown-up table,” the lament went. Traditional media got all the dollars, the love, the attention. Digital, meanwhile, was relegated to the sidelines. Maybe it was a nice-to-have, but never a must-have. Boy, has that situation ever changed.
If you very honestly, in your heart of hearts, don’t want a digital marketing initiative to succeed, should you take on the project? The issue is a constant one, of course, and hardly limited to digital, but nothing brings it into sharp relief quite like an election year. Perhaps that’s why discussions about the ethical dilemmas inherent in digital marketing assignments and ...
Most professionals reach a point in life where, even if you don’t have kids yourself, close friends unleash their recent college graduate offspring upon you for career advice. This has been happening a great deal lately (Suddenly all those Dylans and Dakotas are no longer three years old, but instead in their 20s. Time flies).
We’ve previously discussed how to conduct a content audit. Part of that process is to perform a gap analysis, a rather fancy-pants way of saying “figure out what isn’t there, then figure out how to get it in there.” Easier said than done. Knowing you need content is not unlike moving into a new, empty house and knowing you need furniture. Of course you do.
When I conducted a substantive survey of marketers and asked them what their biggest content marketing needs were, two responses tied for first place. The first was measurement, which I’ve written about extensively, both here and in subsequent research. The other pain point is somewhat less discussed: audience and targeting.
Despite content marketing‘s meteoric rise over the past couple of years — in terms of awareness, as well as adoption by brands and marketers — many misunderstandings still surround the discipline and practice. While content marketing is hardly new (it’s been around pretty much as long as there’s been media), many a misstep and misconception exist around content in digital channels.
Is it ageism, or is it human nature? Whatever it is, it seems to have morphed 180 degrees from the dot-com boom era. Back in the late 90s, when digital anything meant giddy valuations, and one of life’s biggest mysteries was how was Google going to monetize, there was a prevailing and oft-stated bias in both Silicon Alley and Silicon Valley.
Content this, content that. Content marketing, content strategy. Everyone’s talking all content, all the time these days. One of the questions I’m asked most frequently (as recently as lunchtime today, in fact), is who’s responsible for all the content. Is it communications? PR? Social media? Marketing in general? Briefly stated, the answer is yes.
It’s a little-known but impressive fact: Despite the rise and seeming ubiquity of e-commerce, a stunning 90 percent of consumer purchases are made in-store. That’s feet-on-the-street, brick-and-mortar, shopping cart, cash register, old-school type buying. Yet retailers and CPG (consumer packaged goods) brands still rely largely on print circulars to spur traffic and sales, d ...
It may not technically be the new year, but for anyone who’s ever attended school, the annual September entry into fall — and a new business and social season — brings with it the tendency to look forward and ask what’s next. In that spirit, here are the five Content Marketing trends I’m going to be keeping an eye on over the next few months, both as a research analyst and o ...
According to my research, corroborated by other studies, while virtually every company is now practicing content marketing, a full 70 percent of them are doing so without first constructing a content strategy that addresses not just why, but how, they will create, disseminate, measure and apply business-related goals to their content. Anecdotally, I find that’s changing.
Increasingly, brands are making room for executive content roles within their organizational structure. I’ve been studying content roles in the enterprise for some time now, and realize there’s an issue that’s not yet been addressed. What’s the difference between content and content marketing? There’s a much-vaunted, but rarely-seen-in-the-wild title of chief content officer.
Nothing matters more in search engine optimization than content. Nothing. And, while search visibility is a high priority for most brands (and as SEO providers rebrand themselves as “content marketing” companies), in a survey I conducted of more than 75 very senior marketing executives, most at Fortune 500 brands, SEO ranked dead last on their list of content marketing priorities.
A content audit is the cornerstone of content strategy, which governs content marketing. The aim is to perform a qualitative analysis of all the content on a website (or in some cases, a network of sites and/or social media presences — any content for which your organization is responsible). Why perform a content audit, which admittedly is a painstaking and exacting exercise? Lots of reasons.
How many major brands want to create their content marketing in-house? One hundred percent. That isn’t a made-up statistic. This was an actual finding a couple of years ago when I was conducting content marketing research, interviewing senior executives from over 50 brands such as Nestlé, GE, Adobe, IBM and Coca-Cola. The next finding was even more interesting.