Chronicling the Content Marketing Revolution
If you are currently creating or maintaining a content marketing initiative, you probably already know that content marketing is a balancing act. On one hand, you have organizational goals. You need to sell products, increase revenues, build customer loyalty. On the other hand, you have user goals. You have to entertain and inform. You have [...]
With more companies tapping into the marketing opportunities provided by book publishing, we recently looked at the essentials of the publishing process for print. Today, we run down the basics for publishing that long-form content digitally, in e-book form. Just as with printed books, e-books come in various formats and are made for numerous devices. [...]
It’s clear that various brands are effectively using books as smart, strategic additions to their marketing mixes. While e-book sales continue to increase, marketers shouldn’t dismiss the potential of print, particularly for certain B2C audiences. If your market research has revealed such potential, these nuts and bolts of book publishing are for you. 1) Choose [...]
When companies start thinking about content marketing, often the first types of content that come to mind are blogs, social media, white papers, and/or video. But the beauty of content marketing is that it transcends forms and channels; it’s about providing valuable content to your users in whatever form and on whatever channel is useful, [...]
Whether your company is looking to enter a foreign market or is already there, at some point you’ll likely be faced with overseeing the translation of your content marketing assets. While Google Translate may (awkwardly) get you through a few email conversations, professional jobs require a much more sophisticated solution. Here are a handful [...]
When I’m selling content strategy to a new client, one question comes up more than any other: Why should we spend all this money on strategy, when we have the budget and staff we need to start publishing content now? It’s a sensible question. Marketing dollars must be spent wisely. And so every “new” suggestion [...]
When I came to the Richmond American Homes marketing department, there was a lot of buzz about SEO and social media. The national homebuilder wanted to increase traffic to the website and, of course, build user trust and rapport. But, although the company had started a task force for SEO and was in the process [...]
For marketers short on budget and buy-in for content strategy, I’ve recommended developing a questionnaire and simplified page tables to help overcome those challenges. Here, I’ll add two more solutions: support considerations and posing hard questions. Both may allow you to sneak some necessary strategy into your content marketing operation. Make note of support considerations [...]
When I landed my first ad agency job, all I wanted to do was write. I imagined myself at a desk, crafting headlines and taglines and brochure copy, working closely with designers, playing with words on a daily basis. But I never imagined the problems I’d run into: clients with no assets, processes that fell [...]
Over the past three years, content marketing at Macy’s has been growing at a fast clip, with a new Facebook presence in 2009 and the launch of mBLOG in 2011, not to mention the integration of Pinterest, Instagram, and Tumblr. Spearheading that growth is Jennifer Kasper, group vice president for digital media and multicultural marketing. [...]
