• Making Book: Frank Zazza Bets On Next Wave Of Content Marketing -- Literary
    This story begins with Frank Zazza asking if I want a lift. Normally, that might not seem like an unusual offer, but seeing as we're stepping out of the New York Athletic Club in the middle of a busy workday onto Central Park South, I'm thinking it's probably easier for me to grab a cab, or even walk, vs. the hassle of retrieving his car from a garage nearby?
  • Why 'Content Marketing' Is Bigger Than 'Jon Mandel'
    In my last post here, I exploited one of my go-to column idea generators -- a Google News index -- to analyze how the news media have been playing the theme of "content marketing." This week, I'm exploiting another one: my own inbox.
  • Brand Bites Dog (But Is It Actually News?)
    Whenever I'm stuck for a column idea, you know, "content," one of my favorite devices is to type some keywords into Google News to see how "news media" are playing it. When I typed in "content marketing," the first thing I found was that the news media is playing it quite a bit: about 768,000 results on Google News' index. The second thing I noticed is that it's not actually all news media that's being indexed. A fair amount of it, ironically, is nothing more than content marketing.
  • Compelling Pitches Need No Algorithm
    OK, I get it. Programmatic ads are becoming "more human, seamless, efficient, and easy to digest," as Millward Brown predicted they would. There's no stopping the algorithms. But there's still a lot of life yet in that most effective form of storytelling: the clever product demonstration, which predates W.C. Fields pitching a cure for hoarseness by several millennia.
  • Major Content Trends, Redux
    We asked several experts who have appeared in our coverage of this space -- each of whom approaches content marketing from a different angle -- to share their takes on the major trends emerging in the discipline.
  • This Just In(stant)
    It's official. Brand content is now completely indistinguishable from non-brand content. You know, what we used to call "editorial" content. We've been sliding down a slippery slope for some time now, but the tipping point happened this week when The Washington Post, once one of the most venerable separators of church and state, announced "game over." Well, the newspaper didn't actually say that. What they said, was, it had become one of the first publishers to launch branded content on Facebook Instant Articles. Huh?
  • In-Store Screens Read Faces To Deliver Targeted Content
    Imagine if - based solely on what the camera on the screen you're looking at sees in your face - the first sentence of a story like this is different for you than it is for that frowning non-Millennial male in the corner office. Although our smartphones, PCs and TVs can't yet read our genders, ages and emotions to deliver targeted content, that time is already here, as you know if you happened by the Samsung booth at the National Retail Federation's BIG Show in Manhattan this week.
  • Storytelling Through Agile Marketing
    For all their talk about beefing up storytelling capabilities, most companies have done little to invest in the people who can make It happen. That's according to a new survey commissioned by content marketing software and services company Skyword. "Large organizations are only just beginning to set themselves up to do sustained storytelling," says Skyword CMO Patricia Travaline. "In actuality, particularly from the people side of the equation, there is still significant investment in very traditional marketing roles."
  • Major Content Trends For 2016
    We asked several sources from the last year -- each of whom approaches content marketing from a different angle -- to share their takes on the major trends emerging in the discipline.
  • Branded Emojis Making Their Mark
    Swyft Media has launched some eye-catching emoji and branded sticker campaigns for the likes of Ford, Universal Pictures, Dell, L'Oreal, Fox Studios, MillerCoors and 1-800-Flowers over the last year. But what could be more visually arresting than Pope Francis caroling with nuns, chuckling "ho ho ho" or sitting fireside and sipping from a mug in an ugly Christmas sweater?
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