content

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

How Do You Get People to Pay for Content?

Clearly this is a tough time for many media companies, particularly newspapers. For decades, they not only played a primary role in informing the public, they were astoundingly profitable businesses.

Continue Reading

Power of Ten: The Weird Psychology of Rankings

Headline writers have known for years that rankings articles like “Top 10″ lists generate clicks. University administrators have simultaneously dismissed USNews college rankings as inaccurate and irrelevant while still striving to improve their school’s own ranking.

Continue Reading

4 Timeless Rules for Content

Content is the big new thing. From blogs to videos to social media, everywhere you look organizations are vying to publish and engage their customers. Content is sexy and exciting and everybody wants in on the action.

Continue Reading

The Five Content Archetypes

Today, the talk of the town amongst marketers is the potential for brands to act as publishers and media companies, going direct to their customers or consumers in the fight to earn attention. It's a lofty ambition but worth pursuing as there are three drivers changing how we spend our time and attention.

Continue Reading

Content Curation for Lead Nurturing

By now, many marketers are convinced of the value of lead nurturing – but they remain flummoxed by the task of creating content to fuel their programs. In this post, I’d like to propose that marketers can and should embrace content curation as an effective, easy way to nurture leads.

Continue Reading

Let's Build Something

Maria Popova once joked that it seemed as though we'd "reached a cultural point at which every time someone uses the word 'curation' in reference to content and publishing, an actual museum curator kills a kitten".

Continue Reading

Why viral content is not the same as popular content

“We want this video to go viral” – a phrase used too often without really considering what ‘to go viral’ means. I imagine what people mean when they say this is “we want this video to be really popular and seen by lots of people in our target audience”. But popularity is not the same as virulence. And very few things actually go viral in social media.

Continue Reading

Are you now filtered out? What Facebook’s new News Feed really means for brands

Facebook yesterday launched a significant refresh of its News Feed – the main way most people interact with content on the social network. The changes give images a more central role in the user experience (which makes sense as almost 50% of the content shared on Facebook is now visual). And there are now more options to tailor your feed – including the option to get updates just from your friends.

Continue Reading

It's Time to Re-Invent Advertising

Several weeks ago I drafted a post articulating the need for the Public Relations industry to re-invent itself. That still needs to happen—and there's a lot of work to do. What I didn't communicate in that post is the fact that it's becoming increasingly meaningless to distinguish yourself as a practitioner of "advertising" or "public relations" because increasingly to the end consumer, user or stakeholder—it's all just becoming content. And as I've stated many times before:

Continue Reading
Subscribe to RSS - content