• The uncomfortable state of content marketing metrics

      In a post titled Content Marketing – It’s About to Get Weird, my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s how he broke the news: In our 2016 Content Marketing Benchmarks, Budgets, and Trends research (conducted in partnership with MarketingProfs), the effectiveness rate for B2B organizations actually went down (from 38 percen ...

      {grow}in Social Content- 31 readers -
    • 5 Reasons most content marketing is FAR behind where it needs to be

      No industry has been under more attack from emerging technologies than the press. Newspapers, magazines, and other traditional media channels are failing all around us. So if you think marketing is tough in your business, step into the shoes of a newspaper publisher to really see what pressure is! These are people who go to work every day knowing they need to move content lik ...

      {grow}in Social Content- 15 readers -
    • What is the future of blogging?

      It seems to be that time of year when the “is blogging dead” debate swirls around the social web. Of course it’s not dead, but it is changing … a lot! In this post I will cover three very important issues to the world of blogging: Exactly what is a blog right now? Are blogs as important as they used to be? What is the future of blogging? Exactly what is a blog right ...

      {grow}in Content Blogging- 18 readers -
  • Learn to create effective content by putting it through the RITE test

    By Mark Schaefer Here’s a proven method to consistently create effective content: Put it to the RITE test. RITE is an acronym that stands for Relevant, Interesting, Timely, and Entertaining. If you create content that hits at least three out of these four angles, you’ll be spinning gold my friend. Let’s take a deeper look.

    {grow}in Content- 9 readers -
  • Medium’s dark power

    By Kiki Schirr, {grow} Contributing Columnist Medium can seem like the Dark Side to a marketing Padawan. Its dominance calls to us — but we’ve been warned by our elders that owned media is the only true road to power. Most marketing blogs will have an article about how to use Medium as a marketer. Very few of these articles go into depth on whether you should, though.

    {grow}- 10 readers -
  • Content marketing strategy: Start with questions, end with insights

    By Mark Schaefer A great way to initiate your content marketing strategy is to “start with answers and end with insights.” Let’s unpack that idea. A few years ago, YouTube came out with a white paper stating that companies doing the best job building brands on the web used three different kinds of content: Hygiene — The “everyday content” that answers common customer questi ...

    {grow}in Content- 10 readers -
  • Case Study: Using influencers to quickly build an audience for your content

    By Mark Schaefer Shawn Van Dyke was in a heap of trouble. His wife had been diagnosed with Multiple Sclerosis. His job running a small construction company afforded a lot of flexibility, but didn’t provide the medical benefits he needed to cover his rising bills, or the salary level he needed to feed his five children. He had a stack of invoices he couldn’t pay. “I was frustrated,” he said.

    {grow}in Social Content- 5 readers -
  • Three drastic marketing changes ahead for 2017

    By Mars Dorian, {grow} Contributing Columnist Since 2017 is about to knock on your screen, it’s important to reflect on your online strategies. For me, the past year has been a paradigm shift in how I treat my personal site and the social networks. I am going to jolt you today with my three most drastic marketing changes I have implemented to survive and thrive in the online world.

    {grow}in Social- 8 readers -
  • An insider’s view of the American election and its meaning for marketers

    By Mark Schaefer America has been through a tumultuous election cycle, perhaps the strangest and most divisive time in the country’s political history. What does it all mean? Sure, a lot has been written about this, but it’s rare to get a behind-the-scenes glimpse from a person who was in the very heart of the process.

    {grow}- 6 readers -
  • Your marketing strategy is not a decision. It’s decided for you

    By Mark Schaefer I get a lot of requests every day from people who want to “pick my brain.” I can’t possibly spend so much time giving free advice, and yet I’m a softie who hates to tell people “no!” So I created a place on my site where people can buy an hour of my time and get instant marketing advice for a small amount of money. This decision has had two results.

    {grow}- 8 readers -
  • Adapting To The NEW Consumer With Better Analytics

    By Brooke B. Sellas, {grow} Contributing Columnist While your customer may not have seemingly changed, a NEW consumer has been shaped and molded by online channels, marketing, and sales. At least, that’s what Hessie has to say. In my last post for {grow}, I wrote about three goals and KPIs needed for social media analytics but was surprised when digital friend Hessie Jones, ...

    {grow}- 11 readers -
  • A business case for diversity in digital transformation

    By Kristian Strøbech, {grow} Community Member Earlier this year I launched an on-site course to teach a Danish news organization advanced research methods in social media. Little did I imagine the janitor would steal the show. Stumbling into unexpected goodness is such a treat! Our story begins when a regional Danish television broadcaster, TV 2 Nord, booked me for a series of workshops.

    {grow}- 8 readers -
  • Do you have to be a great writer to be a great blogger?

    By Mark Schaefer If you’re not confident in your writing skills, can you still be a great blogger? Let’s be honest. Good writing matters. But there are a few simple ideas any one can learn to dramatically improve the quality of their blog posts. Let’s take a look at a few tricks of the trade to help you sharpen your writing skills. Read it out loud “I feel like you’re talking to me.

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  • What is the role of content marketing in an ad-free world?

    By Mark Schaefer Here’s the current state of my advertising consumption. I subscribe to digital versions of The New York Times, The Wall Street Journal and my local paper. I have not seen a newspaper ad in five years. Maybe longer. With the exception of the news or a live sporting event, I never see ads on TV. Nearly all of my video consumption is through Netflix or Amazon Prime.

    {grow} -
  • Voice from the trenches: Midway through writing a book

    By Mark Schaefer I’ve been immersed in an exciting new project and it has literally taken up so much of my … well, my entire BEING, I suppose … that I thought I would give you a progress report. I’m writing a new book. I’ve been a prolific writer, publishing five books in five years (plus two updated editions, so really seven in five years!) This has not been a plan.

    {grow} -
  • A content dominance strategy drives new media economy

    I want to share a statistic that kind of blew my mind. In 2011, about 20 percent of non-game Internet revenue came from content subscriptions (to stuff like Hulu, Spotify, Amazon Prime, and Netflix). The bulk of the revenue has historically derived from advertising. Today, that number has completely flopped with subscription-based revenue at 80 percent — in just five years! ...

    {grow}in Content- 7 readers -
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