Economics Of Content Marketing

    • Content monetization, brocial media, and the role of love in business

      By Mark Schaefer One of the most delightful and provocative thinkers on the web today is my friend Phil Gerbyshak. Phil interviewed recently for a podcast and we covered many topics I had never discussed publicly before, especially as it relates to building customer intimacy today. Here are some highlights from that conversation: Phil: I think it’s possible to build amazing ...

      {grow}in Content- 20 readers -
  • How to create a winning strategy with crappy content

    … or conference soon. Illustration courtesy Flickr CC and Robin Zebrowski Related Posts Tags: automated writing, economics of content marketing, marketing companion, podcasts Posted in Artificial Intelligence, B2B and social media, Big Data and Analytics, Content distribution, Content Marketing, Content Shock, economics of social media, futurist, innovation, Marketing Strategy, Podcasts, Technology, The Marketing Companion | No Comments » All posts …

    {grow}in Content How To's- 20 readers -
  • Social media giants tighten their grip on small content producers

    … a marketing expert had warned solo-preneurs to stop using Facebook and YouTube exclusively for their online biz. His advice was to diversify their income streams at all costs. He was right. Facebook fan page owners who relied solely on their Facebook presence had to pay dearly (pun intended) when the company started charging creators for reaching…

    {grow}in Content Facebook Twitter YouTube- 25 readers -
  • Does every business need content marketing? A reality check.

    … By Mark Schaefer Does every business need content marketing? Of course not. Let’s pause the hype machine for a moment shall we? Last week I had dinner with one of my best friends. He recently became president of a company whose primary line of business is producing highly-engineered rolls for the steel manufacturing process. He has a finite…

    {grow}in Content- 11 readers -
  • A new process to quantify content marketing success

    … and four hours. We will use this information, and data from internal and external sources, to complete a comprehensive assessment that includes more than $100,000 worth of software tools, proprietary analytics, and an extensive 50-point audit. The report includes critical topics such as: Industry structure and competitive assessment Evaluation…

    {grow}in Social Content- 22 readers -
  • Case study: Social media engagement as a point of differentiation

    …, generosity, and helpfulness. Brian and Rachel run The Goulet Pen Company, an online store that sells fountain pens, paper, ink and wax seals (don’t you just love the irony here, marketing and selling such ‘old school’ items via the internet?). The thing is, Brian and Rachel understand social media and content marketing – indeed, marketing…

    {grow}in Social Content- 14 readers -
  • A solution to the content marketing measurement puzzle

    … Here is a common question I hear from many of my clients and students: My boss is looking at the leads we generated on advertising versus social media or content marketing and is questioning why he is putting money into content instead of doubling down on ads. How do I measure the value of what I am doing? First, let’s not rule out…

    {grow}in Content- 21 readers -
  • Polish up your best content to drive content marketing value

    … are shrinking. Simple economics. According to Forrester, 50% of content from enterprises is not even being used. Some research has determined that on a B2B site, as much as 80 percent of the content is never seen! Schaefer goes on to say that successful content marketing actually creates content shock for your competitors. If you have tons…

    {grow}in Content- 12 readers -
  • Do People Trump Content in Marketing?

    …, of people like us have had with solutions we are considering. But for many buyers, all of that is trumped by a conversation with a knowledgeable sales person. Content’s larger objective Many of us live in the bubble of the content marketing community that has developed online and through events. It seems we are forgetting how the rest of the world…

    Eric Wittlake/ {grow}in Content- 13 readers -
  • The art and science of developing an enterprise content strategy

    … A few months ago, Kevin Green left his job at a marketing agency to become executive director of Marketing, Digital Strategy & Innovation for Dell. There are few companies that are more serious about serving customers through a diverse content portfolio than Dell is. But how does a company develop a comprehensive content strategy…

    {grow}in Social Content- 14 readers -
  • Why customer personas may be an outdated marketing technique

    … “When my head is in the typewriter the last thing on my mind is some imaginary reader. I don’t have an audience; I have a set of standards.” - Don DeLillo A few weeks ago here on {grow} I ran a piece by Rob Petersen explaining the value of working with “customer personas” to develop a content marketing plan. In fact, he provided 31 great…

    {grow}in Content- 8 readers -
  • The business case for content marketing consistency

    … Today I am going to explain the importance of content marketing consistency but it is going to come from an unusual place, a young Korean woman. This outstanding person was one of my favorite employees when I was in the corporate world. She was such an impressive young woman. Poised, savvy, articulate, with two advanced degrees from national…

    {grow}in Content- 12 readers -
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