• How to Extend The Shelf Life Of Large Volumes Of Branded Content
    Many brands are left scratching their heads after releasing a flood of content. Could the videos, articles and social engagement have been delayed and parsed out as a campaign gradually? Should the content just be dispersed with the belief that the digital world is so vast that someone will engage with the content and the marketer's brand? The content would have a better chance of sticking, they predict, if only there were a way to extend its shelf life.
  • The One Thing That Could Save Twitter
    I joined Twitter in 2007 and spent the next two years explaining to friends and colleagues why they HAD to be on it, as well as discussing why it was going to be a critical content platform for marketers. Not only would it be the top way to engage with customers and influencers online, but it would also be key to finding them in the first place. That was then. Now, there's speculation on the death of Twitter, which usually centers on Wall Street sentiment like earnings (Twitter's stock has been downgraded) and standard platform health metrics like new user ...
  • Three Reasons Why Surveys Should Be Part Of Your Content Marketing Strategy
    If you're a content marketer and you haven't conducted a survey with your prospects or customers yet, you're missing out. Here are three reasons why content marketers should incorporate surveys into their overall strategy.
  • Is Your Content Thrilling?
    Every day, at least 1.5 million blog posts are published. So what makes you think anyone is going to read yours? The consumers of content have plenty of options to choose from when they go searching for their information. While that reality is enough to discourage some brands from getting into the content game, I'd argue that now is precisely the time to dive in with both feet. But you'll need to be bold.
  • Why Content Should Be Driving Your Media
    The media mix has never been noisier. The growing number of brands pouring content into paid, owned and earned channels (and everything in between) has left consumers inundated with messages everywhere they turn. With more competition than ever before, the only content that rises above the noise is the highest quality content: content that your audience connects with in the same way that they would connect with a great song, film, or television series. But producing this type of content is a significant undertaking, and commands an equally strategic investment in how it's delivered. As a result, brand marketers are ...
  • Native Ad Disclosure: Creating Meaningful Relationships
    Is it time for marketers who use native advertising to wake up to the fact that they could be causing potential damage to their brands by creating the impression that they are trying to fool their consumers? Specifically, they are failing to adequately signal to users that the content they are about to see, which has been crafted to look like the editorial of the host site, is in fact a paid ad. Two recent judgments against some leading content discovery platforms indicate that this is a global problem:
  • Native Advertising Test: Does Your Campaign Make The Cut?
    For all the buzz about native advertising, the term lacks a real definition. Related article links, promoted post advertising on social channels and even display ads tucked in between paragraphs of a blog post have all been umbrellaed under the term "native advertising." It's time for the industry to solidify a single definition for native advertising, before this powerful form of advertising slips deeper into marketing buzzword territory. Here are five key characteristics that pass the test of true native advertising.
  • How To Make Sure Your Content Has An Authentic External Voice
    I had a meeting last week with an organization I'm just getting to know. The conversation was peppered with acronyms as they described their organizational structure. It was a sea of letters, and at one point I just started to chuckle because it was all so confusing. Confusing to me, not to them. To them, the whole thing made perfect sense; they were all speaking the same language. At some point, I'll have a complete and full understanding of all that jargon. I'll be in the club. Which will be great, because it's cool to be with the in-crowd. However, ...
  • Put Down The Microphone: A Case for Resonance, Not Shouting
    Amplification works two ways: It magnifies your talent; it magnifies your flaws. The volume of "American Idol" hopefuls every year proves the seductive ease of amplification: Many are willing to be "not good" if promised a reach of millions. A quick review of most branded content on amplification networks reinforces this as the current state of content marketing, where loud seems better than good. The amplification of content, even when it might turn out to be counterproductive for the marketer, is a much easier spending decision than spending on quality. After all, it seems to answer the core question of ...
  • Why (And How) To Use Content Marketing To Talk To Customers
    With customer marketing, we have the unique opportunity to further engage people who are already loyal fans of our product or service. And yet, more often than not, customer-marketing efforts get pushed to the sidelines in the never-ending quest for new prospects. Your customers deserve to be treated to content marketing designed expressly for them. Here's how to accomplish this:
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