In case you missed it, the Content Marketing Institute hosted another rendition of their virtual one-day conference “ContentTECH” and, like last year, it was a well-orchestrated event with lots of opportunities to network and some great presentations throughout the day. While I enjoyed some excellent shows put on by Marketo, BrightTALK, and Xerox, my favorite part of […] ...more
My Friday question for ya’ll… Why is content so important to business? So, two quick stories. Story one. Last week I was advising an enterprise B2B client that, 18 months ago, launched a new – separate – digital content platform that represented a sparkly new brand initiative. (Yes, it was expensive.) Why was it separate, you ask? […] ...more
Whether you care about the Academy Awards or not, chances are that you’ve got a few favorite movies. The reason you fell in love with those movies is likely because they connected with you on a personal level and the advertising for it probably gave you a clue that it was for you. When it comes […] ...more
Valentine’s Day is just around the corner…including the stresses, fun, and huge spending that comes with this decidedly Hallmark kind of holiday. As one of the most heavily marketed holidays, you know the florists, candy stores, and restaurants expect brisk business in the build-up to the big day at the middle of our shortest month. […] ...more
We all know now that Content Marketing is really about storytelling. Few companies know how to tell a story like Disney and their finest work is often demonstrated in their theme parks. With 3-D space as their palette, Disney is able to design an experience that immerses you in their world by engaging all of your […] ...more
One of the biggest stories as we closed out 2014 was the wild controversy around the Seth Rogen film “The Interview,” a raunchy comedy that included (spoiler alert) the assassination of a rogue dictator in a dangerous, nuclear-capable country. The company behind the film, Sony, had its network hacked and even President Obama accused North […] ...more
We’re pretty sure experts have stopped declaring email dead because it still helps you get your content marketing message where your audience goes every single morning: their inbox! But an important consideration that all marketing automation and newsletter marketers need to remember is the number of people who read their email on a mobile device. A year […] ...more
The Big Game is upon us and although many of us enjoy the pigskin competition and armchair quarterbacking, the Super Bowl also represents the biggest traditional marketing opportunity for brands all year long. With an audience that easily outstrips other televised events each year, this best-of-the-best competition has long been the chance for marketing stunts […] ...more
Medium is a great long form content creation system for journalists and being able to use all of that long form journalism to make a content website that is sponsored is a great way to pay for all of that journalism.
Broken down by the 3 pillars of content, you have original content, which is what Medium is trying to build a team to do, purchased content (like AP or Reuters), or curation (like PublishThis). Building a microsite is possible with all of those options, but if you did a blend, and relied more on curation+thought leadership of what you curated, you could build the microsites faster and be just as relevant as one that is built entirely on all original content.
There are plenty of things about Medium that are interesting from a media point of view, including the fact that it is a blend of platform and publisher - hosting content that others write for free, but also commissioning its own content from established writers....more
The New Year is upon us and as we reflect upon 2014, we also want to prepare for the new one. As content marketing has become the mainstream for industries of all type, formulating a solid strategy along with the right tool sets remains the key to creating successful output for your brand or company. Robert […] ...more