• CONTENT MARKETING INSIDER
    Three Strategies For Developing Share-Worthy Content
    Content marketers get a lot of criticism for linkbaiting and cheap SEO hacks, but the truth is, most of us really do want to publish content that is genuinely entertaining or useful to our audience. The problem is that coming up with creative, effective content ideas can be tough when you're churning out new content all the time. I recently returned from the Brand Innovators Social Media Summit in New York, where I moderated a panel of brand marketing experts who shared tips on how some of the biggest brands in the game keep their content fresh and relevant. As ...
  • CONTENT MARKETING INSIDER
    Content Marketing: What NOT To Do
    According to the Content Marketing Institute, 93% of B2B marketers are deploying content marketing as a strategy. Quite clearly, not all of those firms are doing it well; there's a glut of poor content. Obviously, marketers are not setting out to produce poor content. Many are simply having a hard time breaking away from the old muscle memory of traditional marketing. We've been trained to do things a certain way, and now we're trying to do them completely differently. So, in an effort to help you smooth out the process, here are some things not to do when launching your ...
  • CONTENT MARKETING INSIDER
    Megamillion-Dollar Sponsorships: My Two Cents
    Samsung, dubbed an official sponsor of the 86th Academy Awards, spent close to $20 million on the Oscars deal it cut with ABC. That sizable investment included airtime for traditional commercial ads, as well as host Ellen DeGeneres' much-discussed use of a Samsung Galaxy Note 3. Yet Samsung's 30-second ads and show tie-ins, despite their visibility, didn't move the needle much in terms of audience "intent to purchase," according to BrandAds. Research aside, the Ellen celebrity selfie and other product tie-ins were a great start, but to me they lacked a real payoff.
  • CONTENT MARKETING INSIDER
    The Three-Martini Lunch Is Back -- And It's Called Content Marketing
    Decades ago, the "three-martini lunch" was famous (or infamous depending on your viewpoint) for the pure luxury of time (and liquor) it offered business executives during the middle of the day. For the advertising industry, this lunch gave the Don Drapers of the world the opportunity to sell prospective customers and clients on how their marketing ideas would change their businesses forever. Fast-forward to today, and this cocktail-laden lunch just isn't an option for most business professionals. What we do have today, however, is content marketing, which is arguably more effective than any martini at getting a prospective customer to ...