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The day many marketers and publishers have dreaded has arrived: Facebook is changing its algorithm to send less traffic to content sites. In a blog post this morning, the social giant announced it will increasingly prioritize posts shared by friends and family over those from publishers, brands, and other pages.
It feels like social media editors only have fun on Twitter and Facebook. Those platforms may be the go-to places for celebrities and “sexy” B2C brands—if Denny’s is ever going to be sexy, this is it—but when it comes to B2B marketing, LinkedIn has them beat. According to a new infographic from WebpageFX, 80 percent of B2B social media leads come from LinkedIn.
Content strategists must’ve been good last year because they’re set to enjoy a salary boost in 2017. That’s according to new research from The Creative Group, a staffing firm which collected data for more than 120 creative and marketing jobs across the U.S. After looking through the data, the companies pinpointed the eight highest-paying tech and creative careers.
While content marketing may be the trend du jour, content isn’t just for marketing. Content is everywhere: It’s the article that helps sales secure a coveted meeting, the memo from HR that announces a new acquisition, the personalized deck from account managers that keeps clients up to speed. While content for other departments besides marketing can often be just as important, ...
The post How Manulife Used Content Technology ...
Rappers have an easy relationship with the marketing side of the entertainment industry. Rapping is all about promotion, positioning, and scouting your competitors. Racing to release and market an amazing new product before your competitor may not be as cool as dropping a hot track days before your rival, but the process is pretty much the same.
Near the top of the homepage on Wells Fargo’s website, there’s a box that reads: “Working hard to earn your trust.” That trust has been put to the test over the last year, after news broke that thousands of employees had opened millions of unauthorized account, forcing customers to pay illegitimate fees.
Across the UK, automation is taking over. Five years ago, for example, real-time bidding accounted for just 12 percent of online display advertising, according to the International Data Corporation. Last month, the Internet Advertising Bureau UK reported that almost three-quarters of UK digital display advertising is now bought programmatically. That push is all about relevance.
Thought leadership gets a lot of flak in marketing circles. Some of it is fair. “Thought leadership” is jargon for something companies have done forever: trying to position their executives as influential leaders. But just because it’s a new way to refer to an old technique doesn’t mean it’s not effective. New technology has just changed how it’s done.
One of the most important words in marketing right now is relevance. Storytelling is great, and plenty of brands have stepped up their creative efforts, but investing the time and money to tell a good story is wasted without a strong strategy backing it up. Contently and OneSpot partnered on this webinar to analyze how brands use segmentation and personalization to increase si ...
In a 2016 report, the Economist Intelligence Unit 1 makes a bold assertion: “Customer experience” will overtake “mass advertising as a preferred channel to the customer.” The report, titled “The Path to 2020: Marketers Seize the Customer Experience,” claims that marketing departments will be increasingly responsible for the end-to-end customer journey by 2020—and nailing custo ...
As a content strategist, I ask people about their content marketing goals every day. Sometimes I almost feel like a fast food worker. “Would you like some lead gen with that?” These goals vary greatly since content marketing can impact everything from sales to customer experience, but there’s one goal that’s pretty universal: growing your email list.
Here’s what you missed in marketing, media, and tech while you were figuring out what Autocorrect does to the word “coverage”… Bloomberg: Mom-and-Pop Joints Are Trouncing America’s Big Restaurant Chains Selected by Dillon Baker, tech editor I love secret tech stories. What seems like a dry business report on the decline of big restaurant chains is actually a fascinating look a ...
The first piece of content marketing technology was probably the tablet. (Think Moses, not Apple.) Back then, it was enough to scratch out your message onto a stone slab, wave it in front of the assembled throngs, and call it a day. That solution worked pretty well for oh, like 3,000 years, until the printing press came along. Nowadays, not so much.
The brand magazine has played a really interesting role in the content marketing boom we’ve seen over the last half decade. As people continue to declare print dead, brands are still lining up to produce expensive glossy magazines. Why? Because they look great, and the content is (usually) good. Yet that creative ambition comes with a lot of risk.
It’s 12 p.m., do you know what your content team is doing? If you’re a senior manager, it can be difficult—okay, impossible—to know what your team is up to on a day-to-day basis. Is Jim actually “just finishing up” that new product announcement? Did Mary really submit the latest draft of her blog post to Fred yesterday? Larry wants to accelerate the new campaign, so what can w ...
Storytelling has always been part of content marketing’s DNA. Our co-founder delved into its benefits here and here. Our director of strategy philosophized about it here. Our managing editor considered its complications here. The reason for such emphatic coverage is simple: Great stories leave an emotional resin on readers, imprinting them in a way traditional marketing copy does not.
Stop me if you’ve heard this one before: Marketing and sales, despite working toward a common revenue goal, have a difficult time aligning. Marketing brings in the leads, but sales doesn’t like them. Sales sells the product, but marketing doesn’t like how they sell it. Molly Soat, editor-in-chief at the American Marketing Association, puts it best: “Aligning sales and marketin ...
Content marketing industry news and analysis, by Contently