- Our Blog
At Content Marketing World this year, I met the CMO of a mid-sized B2B company. During our discussion about the event (and how great it was), he said, “Robert, you know the thing that I’m missing is how we’re ever going to draw a line from content marketing to top-line revenue. If I can’t do that,” he said, “then I’m not sure we actually should do content marketing.
I can’t help but think about this lyric these days: “As I walked on Through troubled times My spirit gets so downhearted sometimes So where are the strong And who are the trusted? And where is the harmony? Sweet harmony. ’Cause each time I feel it slippin’g away, just makes me wanna cry.
There’s a lot of talk about return on investment as a marketing metric … but ROI is inherently flawed for campaign-based marketing. A new look at ROI might be just the remedy we need to build a case for content marketing. I’ve been on a journey over the last few months, exploring the history of marketing and measurement. I feel a bit like Indiana Jones.
My weekly question to chew on…. “Are you ready to begin the next level of digital content?” In a scene in Batman Begins, Bruce Wayne, searching for training to master his fears, gives a symbolic blue flower to Henri Ducard (no spoilers). Bruce has been told that delivering this flower to the top of the mountain will enable him to find what he’s been looking for.
Welcome back my friends to the show that never ends We’re so glad you could attend Come inside! Come inside! I was visiting with a mid-sized company this week. I was brought in to help them sort out their content marketing strategy. In the discovery part of our conversation, they showed me some of their recent content work: A microsite that an agency set up for them last year.
Have you heard? Video on the web is popular. OK, I state the obvious – but video has truly emerged to become both a huge opportunity and challenge for brands in their content marketing efforts. In terms of how big the opportunity is for B2B marketers in particular, consider that a study by Forbes and Google found that 75% of senior executives watch work-related videos on busin ...
The reinvention of marketing is a road, not a door. We’ve certainly had a few adventures over the last year as we’ve helped enterprises of all sizes work through elements of their content marketing journeys. One of the biggest insights I’ve had is how many of the content marketers come to success with absolutely no idea when they crossed over from “struggle” to “success.
Agile is a tune to which all the marketing kids are dancing these days. But, interestingly, what gets lost in translation is the distinction between being fast and truly being agile. The pressure to move faster and faster is everywhere. As Jim McGinnis, Vice President at Intuit, said in a recent interview: The world has sped up in the past 20 years.
One of the overriding themes to emerge in marketing during the last 15 years is the end of “interruptive” advertising. From Seth Godin’s Permission Marketing back in the late ’90s to inbound marketing and even content marketing more recently, the central idea is a world where audiences opt in for content that ultimately helps to position a brand more favorably in the eye of the customer.
Consumers have changed. Great digital experiences are no longer new … they are expected. In response, marketing departments have flexed and stretched with each new disruption, channel, and technology … but only within the existing bounds of their confined, comfortable, and well-worn structures. To succeed, marketers must step out of the shampoo-rinse-repeat cycle of chasing ...
When I say the words “marketing data” what’s the first thing that comes to mind? If you’re like most marketers – it’s probably math, numbers, analytics; basically the statistical information that provides us insight into becoming more effective. Yuk. It’s like medicine – hard to swallow but we know we need to take it to get better. But it’s actually so much more than that.
Exactly one year ago, we were just coming off a great Content Marketing World – and I was steeling myself for a family-filled Thanksgiving. As I was talking with Joe Pulizzi during our weekly phone chat – which we regularly ended by gossiping, ranting, and raving about what was happening in the industry – he asked me a seemingly innocuous question: “Should we do a podcast?” “I ...
Caterpillar proves even traditional B2B content marketing can tell fun, captivating stories. We spoke to Renee Richardson – one of our Content Marketer of the Year finalists – about how she and her team breathed new energy into a staid, conservative brand. Caterpillar’s Built For It™ Trial video series launched the brand into social media stardom this year.
In 1999, the world-renowned marketing professor Philip Kotler published Kotler on Marketing. In it he discussed the latter 1990s — the time span that would fuel most of the thinking for the book — as a time of tumultuous change. But he knew that this was merely the beginning. Professor Kotler concluded the book with a section called “Transformational Marketing,” in which he di ...
We are all aware that the process of engaging consumers has changed — so much so that the cliché of starting a blog post or conference presentation with a series of “did you know the world is changing?” statistics has reached astounding proportions. Nevertheless, the fact of the matter is that content marketing — and how brands use it to interact with buyers at all stages of t ...