• The New 'Sherpa' of Content Marketing: The Content Strategist
    Consumers are hungry for engaging content and marketers are creating more content than ever before. In response to this shift, we are seeing an increase in the number of positions dedicated to content creation within both client and agency marketing teams. And one of the most important positions within these teams is the content strategist. For many marketing teams, this is a new position, and with any new position there is often confusion in regards to job responsibilities, roles, deliverables, etc. Given this confusion, I thought it appropriate to add some clarity to the role, laying out the five key ...
  • How B2B Marketers Can Save The Moribund Webinar
    The Internet lets people living several time zones apart teach each other as if they're in the same room, spreading information quicker than ever before. This sharing of ideas should be huge for the business word, but in many cases, it's not leveraged properly. The webinar, the most common type of business-to-business remote learning, fails to evoke much excitement. While they make great educational and marketing platforms, webinars have been largely misused, a matter that needs to be resolved.
  • Corporate Storytelling: Coming To Your Emotional Rescue
    Truth: Logic rarely spurs action. And yet, more and more, we (marketers) are focused on metrics. We rack our brains trying to figure out how to move prospective customers logically through the sales funnel. We create content based on algorithms and probabilities. And while doing this, we wish and pray that we can have a monstrous breakthrough success, the kind of overnight sensation that Malcolm Gladwell or Jonah Berger might write about some day. Well, it ain't gonna happen if your nose is down in a spreadsheet. Because emotion, not numbers, is the gasoline that fuels marketing awesomeness.
  • Content Marketing: The Solution to the Mobile Advertising Challenge
    As mobile adoption continues to surge.the advertising industry struggles to catch up. One thing we do know is that users tend to have a higher expectation for advertising on their mobile devices, and rightfully so. For many of us, our phone or tablet is the first and last thing we engage with every day, making the connection to these gadgets increasingly personal. Because of this, unexpected experiences are not only unwelcome, but they can also seem exponentially more obtrusive and disruptive than they might otherwise. So how do marketers solve for the challenges we're continually bumping up against in the ...
  • Content Marketing Tips For Small-To-Mid-Size Companies
    Many small business marketers dismiss content marketing as something they simply can't afford to do. It is viewed as a buzzword -- a marketing trend that only huge global brands like Red Bull, United Airlines and General Electric have the budgets to use. That perception is far from the truth. The beauty of content marketing is its scalability in our current digitally savvy, low-cost content-distribution era.
  • Inside The Minds Of Millennials: Content Marketing Edition
    According to a recent Mintel report on marketing to Millennials, this group of digitally savvy and highly engaged consumers will have more than $1.4 trillion in spending power in the U.S. by 2020. Millennials, as the first generation of digital natives, navigate their busy digital lives with brains wired to consume content differently than older generations. Considering that they spend an average of 18 hours a day consuming media, coupled with their natural inclination to share content, makes content marketing an especially effective way to reach this coveted demographic. But that doesn't mean it's easy. Here are five basic principles ...
  • Is Your Content Trustworthy?
    You've certainly heard that content marketing is the coolest thing ever and that you have to jump on this bandwagon. But, wait. Stop. Why should you expend all this time and effort to create content? Is it because everyone else is doing it? Is it because you like to write? Is it because your tween daughter loves to watch videos on Youtube, so you think that you can appeal to the kids by creating a series of videos? If those are the reasons you're considering launching a content marketing effort, stop. Because the only reason to embrace content marketing is ...
  • Why Should Businesses Care About Content Marketing?
    Content marketing gives small and medium-sized companies a momentous opportunity to fight the status quo, leveling the playing field between big corporations and start-ups, Ma and Pa suppliers and blue-chip investments. Gone are the days where businesses were only providers of tangible products and services. Today, successful businesses compete through the lens of their content as well, and the strength of their wit, humor and insight all play major roles in how their brands are received.
  • Five Tips To Make Your Native Advertising Stand Out
    While the concept of content marketing has been around for decades, developments in the native advertising (or sponsored content) space have focused on standardization and formats. For brands investing in native, there are several watch-outs to ensure your content is effective. These may seem obvious, but I've seen a number of examples in the market that overlook these principles.
  • Millennials Are Cashing In On Their Social Influence
    Welcome to the new age of influence, where 20-something content creators on Vine can make as much as $20,000 for a 6-second video and Millennial fashionistas can earn six figures for their stylish outfits on Instagram.
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