content

Don’t Let Your Marketing Ruin Your Content

Content, in theory, should be a boon to marketers. The Content Marketing Institute says that “consumers have shut off the traditional world of marketing“ and touts content as a “strategic marketing approach that can attract and retain audiences” and “drive profitable customer action.”

Continue Reading

Content Is Crap and Other Rules for Marketers

Until fairly recently, the options for marketers were relatively limited. Mass media—TV especially—offered the opportunity to reach millions, but only in the form of short ads sandwiched between lots of other stuff. Other tactics, such as trade shows, offered high engagement, but low reach.

Continue Reading

Why It Doesn’t Matter If Consumers Are Willing To Pay For Content

It doesn’t seem so long ago that the best way to get instant access to content was to stop by a newsstand and handover a few dollars for the publication of your choice.  You could also fill out a little card and receive a subscription for a discounted price.  Either way, you paid for the privilege.

Continue Reading

Publishing Is Dead? Hardly…

If you want to produce content, you need to think like a publisher. After all, content isn’t an extension of marketing, it’s an extension of publishing. I constantly stress that point to my consulting clients and in articles like this one in Harvard Business Review.

Continue Reading

Responsive Marketing in a Real Time World

We needn't look much further than our everyday lives to realize that the way we consume, share and produce our own media has changed drastically. The major forces in this evolution are largely a combination of hardware and software (mobile) combined with connectivity (social) all accelerated in the context of time which gives the impression of immediacy (real-time).

Continue Reading

4 Content Marketing Myths

Technology transforms marketing in waves. New platforms like search engines, social media and the mobile web create amazing opportunities, but leave marketers scrambling to develop the talent and tactics to capitalize on them.

Continue Reading

Content Is Crap

In a famous essay written in 1996, Bill Gates declared that content is king. He presciently foresaw that faster connection speeds would make content the “killer app” of the Internet, creating a “marketplace of experiences, ideas and products.”

Continue Reading

Native Advertising Isn't the Enemy—We Are

"We have met the enemy and he is us."

~Pogo

Continue Reading

Web Psychology, Snackable Content, Flow, and… Boobs? Roger’s

Here we go again – great reads from around the web, and a batch of new interviews with brilliant persuasion experts!

Continue Reading

How To Do Brand Publishing Right

Content is hot! What used to be a relatively small cadre of bloggers and YouTube enthusiasts has become a major marketing arena. There is a slew of specialist agencies producing branded content and major media outlets offering native advertising.

Continue Reading
Subscribe to RSS - content