• Five Ways To Fast-Track Your Mobile Content Marketing Strategy in 2015
    Marketers from companies of all sizes are working hard to create quality content at staggering rates. So the question remains: Why is none of this content in their apps? Here are five ways to fast-track your mobile content marketing strategy in 2015.
  • Esteemed Magazines Tarnish Their Brands
    Two iconic magazine brands have been badly battered over the last couple of weeks. The veracity of Rolling Stone's explosive piece about a gang rape at a frat house at the University of Virginia has been called into question. Meanwhile, at The New Republic, there's been a mass exodus of brand-name journos, miffed at rookie owner Chris Hughes, a Facebook co-founder, who pushed too hard to bring the 100-year-old mag into the digital present.
  • Did 'Sons Of Anarchy' Deal Save Harley-Davidson?
    Seen through one prism, the deliciously over-the-top FX hit "Sons of Anarchy" is one long infomercial for Harley-Davidson. The American motorcycle giant has long been the "hog" of choice for the outlaw biker clubs depicted in "SOA." So it was no surprise back in 2012 when 20th Century Fox, which produces the series, inked a deal with Harley-Davidson. The latest feature of the pact, heralding the show's final season, was a sweepstakes in which the winner was awarded a 2015 Harley-Davidson cruiser model motorcycle.
  • Branded Content Helps Close The Virtuous Circle
    I'm a firm believer is the virtuous circle, and passionate about transparency. MediaPost invited me to be its branded content/content marketing columnist in part because I myself am branded content (or a content brand).
  • To Improve Content Marketing, Put KPIs Into Strategy
    According to the Content Marketing Institute's 2015 report, demand for content strategists has skyrocketed. However, content strategists are only as competent as their understanding of what success actually looks like in their company's eyes. The trash bin is the richest place in many offices, filled with ideas that have been shot down. Content strategists can boost their campaigns by formulating and addressing KPIs ahead of time, during the initial stage of idea creation.
  • When Your Content Marketing Fails
    Just about everyone has embraced content marketing. And some people are even succeeding with it. However, a shockingly high percentage of B2B content marketers report that it really isn't going all that well. According to a recent Content Marketing Institute study, just 38% of content marketers say their efforts are effective. Which means that almost two-thirds of content marketers are coming up short. Why is that?
  • How To Improve Content ROI
    I recently reviewed the "2015 B2B Content Marketing" report by the Content Marketing Institute and was astounded to read that 70% of B2B marketers create more content year over year, yet most inadequately track results. Nearly half of B2B marketers (48%) do not even have a clear, documented plan of attack. How can marketers invest invaluable time, energy and resources in content marketing without first setting and tracking metrics for ROI? It made me wonder if marketers are setting the bar too low for content marketing ROI, and are unaware of the consequences. Creating content without having any goals in ...
  • Breaking Down The Hipster Content Brand Catapult
    Oh, the ever-elusive and often-scorned hipster. Though widely mocked, this is a group largely composed of the "creative class," economist Richard Florida's defined community of the skilled, intellectual and hip, once poised to revive America's desolate urban centers. While their actual success in doing so is questionable, one thing is certain: Hipsters have undoubtedly help catapult a number of brands from niche underdogs to international sensations. Let's take a look at how two of the very best have used content marketing to both entice this tricky audience and enthrall the world at large -- examples I've observed while surveying the ...
  • 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.
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