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A few weeks ago I was speaking with a friend and fellow content marketer who was having difficulty nailing down how to create content her audience wanted to engage with. “Why do you want more engagement,” I asked out of curiosity. She told me that one of the ways she judges whether her content strikes a chord with her audience is the level of engagement. Valid point, I agreed.
I have noticed a serious disconnect in businesses today. There is no “us” anymore, no connection between one department and another. Oh, sure, you may have the best team-management platform, and have task-setting and in-team communication down to an art. But is every member of your team regardless of department working with all you have provided to get the best possible resul ...
Many people jump into content marketing because they were inspired by all the success stories and case studies they read. You know what I’m talking about, the content marketing for content marketing. But while content marketing seems straightforward, actually measuring its success can be challenging in practice.
As brands seek new ways to tell their stories, some are finding value in creating brand museums to showcase their company history and heritage. Whether it’s a dedicated space in a flagship store or global headquarters, or a standalone venue such as the Harley-Davidson Museum in Milwaukee or the Mercedes-Benz Museum in Germany, nostalgic on-site visitor experiences can be an ef ...
When Michael Frazier jumped industries — from veteran journalist to marketing executive — he didn’t leave his beat-reporter spirit far behind. Now head of communications and marketing at the National September 11 Memorial & Museum, Frazier says that a shared purpose between the institution and his media past drew him to the museum.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this post-Content Marketing World (#CMWorld) edition of our show, Robert and I give a play-by-play on this year’s big event. In addition, we discuss whether more or less content will ultimately win the day for brands, and offer our thoughts on why YouTube is changing its advertising model.
Whether you promote content that is fresh or seasonal, evergreen or topical, your endeavor will be meaningless if it doesn’t make your readers sizzle and pop with excitement. How do you capture the attention of your audience without crafting content from scratch? Perhaps all you need is a high-quality photo.
Dubbed “10x” by Moz, interactive long-form content is the medium of the moment. But whether it’s GIFs, infographics, white papers, or anything else, great content is always born from a great idea, not a medium. In fact, sometimes less is actually more in content marketing. In this era of micro-moments, reducing a lengthy idea to an easily digestible visual piece of content ma ...
You’ve made a solid business case for your new content marketing effort. You’ve collected the best statistics, trends, and examples to secure executive buy-in. You’re good to go. But then, when it comes to strategy and execution, you’re getting pushback on any content that isn’t strictly focused on promoting products and services.
Each day, CMI wants to help our fellow content marketers hone their skills and get more successful at the craft. I know our team is constantly inspired by all the ways that the industry has taken our advice and run with it. Nowhere has this been more apparent than when looking at the impressive scope of the work created by the winners at the 12th annual Content Marketing Awards.
“Every day, there is more and more to manage and get right and learn.” Who said that? It’s definitely someone in content marketing, web strategy, or digital communications, right? Wrong. It may surprise you that the quote is from Dr. Atul Gawande who wrote The Checklist Manifesto: How to Get Things Right.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode, Adblock Plus starts its own ad network (or does it?). Robert and I also discuss the future of advertising, analyze AT&T’s aim to become a media company (of course), and share our thoughts on whether or not content marketing is hard to measure.
As a marketer, you likely have a comprehensive marketing stack at your disposal — tools to help create compelling content, promote it, etc. But which tools help you understand the challenges of your audience? Companies that focus on their customers are 60% more profitable than “non-customer-centric” companies according to Deloitte.
It’s no secret that visual content is powerful. Numerous studies show that our ability to recall information increases significantly when it’s presented as an image rather than plain text. Image source That’s why infographics, despite the fact that they are everywhere, are still effective when done well. Infographics are still effective when done well says @sujanpatel.
I’ve had the amazing pleasure of meeting with over a dozen of the largest companies on the planet. These companies are some of the most innovative in the world and create many of the products you use on a daily basis both personally and professionally. Over the past few years, these companies have hired journalists, producers, broadcasters, and editors to refine and tell their ...
As This Old Marketing approaches its 150th taping, Joe Pulizzi and Robert Rose wax philosophical about why podcasting is so powerful, and the rookie mistakes they now avoid. A handful of marketing contrarians have been predicting a spike for podcasting for a few years. While a steep climb hasn’t materialized, audio content is rising steadily in popularity year over year.
Editor’s note: When we find something of such significant value to our audience from another source, we want to share it. This article appeared in Chief Content Officer magazine, which excerpted it from the Audiense blog. It’s no surprise that the World Economic Forum (WEF) has racked up nearly 3 million Twitter followers.
Building content — no matter the quality — doesn’t necessarily build an audience. As former BuzzFeed Vice President Jonathan Perelman noted, “Content is king, but distribution is queen and she wears the pants. It’s not nearly enough to create a good piece of content.” Content is king, but distribution is queen & she wears the pants says @JPerelman.
I always ask the speakers at Content Marketing World to cut the extraneous and jump right into the substance of their presentations. I’m going to take my advice with this post. If you’re not “all in” with your content marketing program, you should stop. If you’re not “all in” with your #contentmarketing program, you should stop says @joepulizzi. Click To Tweet Yes, you read that right.
I’m sure I won’t blow your mind by saying that visuals are essential to creating content that will help your business stand out and draw in an audience. Not only do images help make text-centric content more readable, digestible, and memorable, but they can also be used to craft compelling messages that speak volumes without using a single word — just ask anyone who has posted ...
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this very special episode of #ThisOldMarketing, Robert and I make our content marketing predictions for 2017. We won’t give out any spoilers here in the abstract; but we can tell you that we each share three very special predictions — all of which are sure to actually come true.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode, Robert and I explore the punitive position Google is taking on the use of intrusive ad units that are impeding the user experience and taking over mobile screens. We also ask a trick question about the future of bad advertising and discuss whether or not YouTube ...
If you were able to join us at Content Marketing World — or have been following some of the coverage — you know that the tides are turning. While last year at this time we were facing the trough of disillusionment, the energy and momentum we are seeing right now are far more positive. In fact, our newest research, B2B Content Marketing 2017: Benchmarks, Budgets, and Trends—Nort ...
Editor’s note: This article grew out of a post published on the Content Strategy Inc. blog May 16, 2016. Librarians can’t keep everything; bookshelves have only so much space. As books come in, books must go out. Librarians call the process of removing books from their collection “de-accessioning” or, more casually, “weeding.
As much as I love content marketing, when I look around at the sheer number of people using it, I’m reminded of another frenzy that didn’t end well — the dot-com bubble. Remember when everyone and their cat was launching a company or selling a domain name for tens of thousands of dollars? Until it came crashing down.
Jordan Koene, vice president of services and chief evangelist at Searchmetrics, answers our questions, explains what the term “content intelligence” means, and offers practical applications for marketers. CCO: The subject of content intelligence spans many areas; when you describe it to marketers, how do you ensure that it’s not just understandable, but also relevant? Koene: You’re dead on.
It’s not “like” or follow. And it’s not even add to cart, buy now, or confirm purchase. The most profitable online click is subscribe. The most profitable online click is subscribe says @iconicontent. Click To Tweet Why? Because, as McKinsey & Company’s much-cited study revealed, email is a staggering 40 times more effective at acquiring customers than Facebook and ...
“Do our content reviews need to take so long?” “Why do our writers keep reinventing the wheel?” “Why do the articles in the same part of our website take such different approaches?” If you’re up against questions like these, you have content messes on your hands. And you can bet that your prospects and customers get frustrated trying to find what they need hidden in those messes.
Many companies producing great content at a consistent pace soon face a predicament — they have so much content that they: Don’t know or remember everything they have Can’t track down content assets efficiently Struggle to collaborate with others involved in the process Aren’t leveraging existing content for reuse Enter digital asset management (DAM), one of the hottest subjects in .
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