Chronicling the Content Marketing Revolution
Thirteen years ago, Joan Damico was working for a technology company when she noticed a gaping hole. As a Marcom Manager, she struggled to find good writers capable of blending technology concepts with business benefits. Those writing about tech had no sense for marcom and vice versa. “It was hard to find that mix.” But Joan, [...]
Marketing organizations are facing a predicament. It’s been documented in surveys and studies, eBooks and white papers, events and articles. Content is important. It always has been, but more than ever, marketers are learning how to leverage content across paid, earned, and owned media to drive of traffic, leads, and revenue. But content can be [...]
Some call it a “funnel.” Some say “pipeline.” I’ve even heard “martini glass” thrown into the mix. There are about as many words to describe the marketing and sales process as there are companies. And it only gets more complicated when you look at how they break down the specific stages within that process. But often, sales [...]
Amanda Batista, the content marketing manager at Oracle | Eloqua, straddles two worlds that, until recently, were in quarantined camps: marketing and journalism. Oh, times have changed. Today, we understand that marketing and editorial are complimentary. And really, they always were, but until recently there was a forced separation between editorial interests and business interests, [...]
“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 [...]
2012 was a big year at DocuSign. The company kicked off a content marketing initiative while implementing a total of 36 automated nurture programs. You know what else happened in 2012? Their pipeline doubled, revenue jumped and they reached 127% of their targets at the first half of the year. They may be onto something. As DocuSign’s VP [...]
Happy New Year, Content Marketers! A new year marks a new set of resolutions– mainly getting fit… content marketing fit. The Marketeer Team spent 2012 learning and establishing content marketing best practices, refining our operation of the content marketing machine, generating content across a more expansive set of content types, measuring the performance of content [...]
It’s been said that if there is such a thing as an “information economy,” there is enough glut in the marketplace to render information valueless. Surely, there is no want of information. What is needed, however, is analysis and curation of all this information, so we can actually use it. This problem is at the [...]
Jeff Davis is the Editorial Director at Original9 Media, a leading content marketing agency. Jeff is a long-time publishing industry veteran, having worked at Time Inc., Hearst, CNET, and finally at CBS, where he was Executive Editor of BNET. Below Jeff shares how he’s translated his experience in running traditional publishing operations into managing content [...]
Gina Welker is the Online Strategy & Community Manager for AT&T, where she manages the Networking Exchange Blog and supports the Networking Leaders Academy blogger community. Gina brings more than five years of communications experience in both agency and corporate environments, leading a variety of public relations, advertising and social media efforts. Below Gina shares [...]
