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What makes GE’s content a hit while other brands fall flat? Why do some Super Bowl commercials make us tear up while others leave us staring blankly at the nachos? In all likelihood, your answer boils down to “because it’s good.” But according to Brian Millar, founder of the Emotional Intelligence Agency (EIA) and one of the UK’s top content research firms, there’s a deeper sc ...
“You really have to check out…” Whenever my friends used to say this, the recommendation at the end of the sentence would be a restaurant or bar or TV show. Now, it’s a podcast. That shouldn’t come as a surprise. Over the last decade, audio storytelling—one of our oldest mediums—has seen an unprecedented explosion in popularity.
Netflix drives how we think about so much: dating, friendship, introversion, internet memes. But I’m a total dork, so when I think of Netflix, the first thing I focus on is content strategy. In a book I co-wrote with Contently founder Shane Snow that’s being published this fall 1, we write about Netflix’s foray into original programming.
As of today, 40,427 people have the title of content strategist on LinkedIn. Another 1,389 open roles await the right candidate. And according to recent research from The Creative Group, content strategists currently hold one of the top-paying jobs in the tech and creative fields. Strategists typically earn between $81,000 and $115,000, a jump of more than 5 percent from last year.
For years, publishers and brands have had a contentious relationship with Facebook. Brands took a huge hit two years ago when average organic reach on Facebook plummeted below two percent. And publishers have struggled to figure out whether Facebook is a friend or foe when it comes to both relying on the site for traffic and promoting native advertising.
The last time I stayed in an Airbnb, the host made me pick up the apartment keys from a cashier at a convenience store several blocks away. Naturally, when it came time to rate my stay on the site, I docked a few points for the check-in process since the host should know it was pretty inconvenient. (Although I did score some Tastykakes waiting in line.
What are your go-to content marketing metrics? That’s one of the toughest questions for marketers to answer, and one I heard repeatedly at both Content Marketing World and Cannes this summer. When I asked Ann Maranovich, SVP of Content Strategy and Partnerships at Forbes, at the Cannes Lions Festival of Creativity, she was adamant that one of the best things any marketer can d ...
A common mantra at Content Marketing World, the aggressively orange extravaganza held in Cleveland every September, is that marketers need to think more like journalists. But for the past year, I’ve been a journalist trying to think more like a marketer. Even though I gave up full-time journalism years ago when I went from overseeing a news site to running editorial and conten ...
When researching last month’s best content marketing, I quickly realized that nothing about the solar eclipse was going to make the list. In July, Warby Parker beat everyone to the scene with a campaign that was equal parts goofy and educational. But in August, everyone from Corona to Krispy Kreme tried to cash in. It was a good example of why newsjacking is a no-no.
The brainstorming process always begins with promise. People sit around a conference room table kicking around potential ideas, and everything seems plausible. Let’s create an infographic to show off our recent study, says the ambitious manager. Sounds good, says the eager junior marketer. Even though the project begins with the best intentions, challenges start to get in the way.
This story is part of Contently’s Accountable Content Series, a collection of articles, webinars, case studies, and events we’ve designed to help marketers deliver measurable brand impact and business outcomes with content. To see more content in this series, click here. Manulife’s core content marketing challenge was similar to many global brands: the team producing content w ...
When I came to Contently six months ago, the first thing I noticed was that the world’s most prestigious brands were dealing with an enormous challenge. The data is daunting. Every minute, 215 million pieces of content get created. Less than 35 percent of content gets used, due to a variety of reasons. And most importantly, only 5 percent of content gets 90 percent of all digital attention.
In a recent New York Times Magazine story, Jacob Silverman writes, “Pivoting has become the new failure, a concept to describe a haphazard, practically madcap form of iterative development.” Those who work in digital media know this madcap iteration all too well. In 2017 alone, MTV News, Vocativ, Sports Illustrated, the Huffington Post, Fox Sports, Vice, and Mic have all pivot ...
Every few months, I pitch a story to an editor I’ve known since last year. This editor seems like a good guy. He’s pleasant, thoughtful with feedback, understanding if I ask for an extension. We even trade some personal banter once in a while. But whenever I send over the pitch, he never gets back to my first email. I always have to follow up a week later, sometimes two.
In a few weeks, Contently is heading to Cleveland for Content Marketing World. We’re excited to explain more about how we’re helping brands deliver measurable brand impact and business outcomes. We’re also looking forward to hearing from some of the brightest marketing minds out there. As CMW gets closer, I wanted to share three sessions that I’m particularly excited to see: ...
Content marketing industry news and analysis, by Contently