Chronicling the Content Marketing Revolution
Josh Johnson is the marketing director for Geeks Who Drink, the only pub quiz that matters. He is also a freelance writer and music snob.
“Anything you would ever need in a lab” is how Katherine Scott describes the scope of Thermo Fisher Scientific’s product offerings. In other words, when the company uses “the world leader in serving science as its tagline,” they aren’t exaggerating. Less than a year ago, Katherine was hired on as corporate marketing specialist for the [...]
Go ahead, tell Sid Smith the end goal of your content marketing is lead development. He’ll correct you faster than a grammar geek on Facebook. Your end goal is to create sales! As chief content creator and marketing automation champion at Albertson Performance Group, Sid Smith not only develops content and strategies for clients, he [...]
Erin Gentry, manager of Rubbermaid’s Adventures in Organization blog, never imagined spoons could be so provocative. But the everyday utensils have inspired more comments than any other topic covered on the five-year-old blog. The initial instructions in the post were simple: When doing dishes in a dishwasher, collect like utensils in the same compartment. This [...]
Kohlben Vodden is the head of social media and content strategy at OgilvyOne, “arguably the largest direct and interactive marketing network in the world,” according to its website. Established in 1972, OgilvyOne has 150 offices in 30 countries and serves clients like British Airways, IBM, and American Express. The agency’s size is almost unfathomable, but [...]
Andrea Meier (@andreajm) is the social media and content marketing manager for Blackboard, which provides education solutions that help learners and educators collaborate, learn, connect, and analyze across the entire education life cycle. The company claims 20 million users worldwide and hosts Bb World 2012, a user conference that will attract 2,500 attendees this July. [...]
Chris Moritz tackles Titanic-size tasks. As the interactive content strategist for the firm Campbell Ewald, he works with clients like the United States Navy, OnStar, and the United States Postal Service. Sure, landing clients of this caliber are big scores for any agency, but they also require a patient approach. “Large companies have unique challenges [...]
When Trish Nettleship was hired two-and-a-half years ago as the social media lead for AT&T business marketing, she assumed the role of a bridge. On one side were the communication giant’s business customers, and on the other, a community of industry experts. Nettleship realized early on that the bridge is not the destination, and that [...]
A muckraking reporter calls with some pointed questions that could lead to potentially negative coverage. Do you preempt the article and control the message by posting to your blog? Do you wait until the news breaks, and then take it up on your blog and social networks? As a content marketer and publisher, you now [...]
In 2009, the Boston-based venture capital firm OpenView Venture Partners was not satisfied with its branding. Rather than hiring a marketing firm, OpenView founder Scott Maxwell found his solution in a book called Get Content Get Customers. He was so inspired by the potential of content marketing, he brought in co-author Joe Pulizzi to lead a [...]
Two years ago, Boeing’s communications and social media director, Todd Blecher, was assigned a 787-size task: Convert the airline manufacturer’s website from an information-only platform to a vibrant, engaging media outlet for telling the brand’s stories. “Typically, we would have never thought of storytelling content,” Blecher recalls. “More typically we recited facts and figures with [...]
