So, I had a dream one night last week. Alex Trebek takes the podium and opens the game. “I’ll take Emergent Marketing Problems for $800,” I say. “The answer?” says Alex. “This big problem that you think you have solved is about to become a huge issue for you.” “What is analytics?” says the competitor […] ...more
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
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
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
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
Earlier this summer, I wrote about how curation and content monitoring are powerful tools for content creation. However, there are two additional key strategies I also use at the beginning and end of content creation that help me produce content I know will be useful and relevant for my audience: testing and promotion. Testing Content […] ...more
Why do we love charts, shapes, and infographics so much in Content Marketing? Probably because it’s a delightfully shorthand way to communicate. It’s no secret that modern audiences learn things more effectively when they are presented visually. You can rail against the death of the word or you can just do what you know will […] ...more
In 2014, everyone knows that your brand needs to be social and interact with your audiences wherever they live. But there’s just posting to social pages and building followers/fans and then there is truly harnessing the power of your community online. A key way to do that right now is the beloved (and sometimes reviled) […] ...more
We agree with CNBC that curation is one of the most overused words of 2014. While the term has long been associated with picking paintings on the wall of a museum, it’s been used more broadly to describe the work of any keeper of a cultural heritage institution, and it now has turned into a term […] ...more
A Unique Platform for Covering a History-Making Story Johnston Press’ recent launch of a microsite called the Scottish Independence Platform is an interesting example of modern journalism. By curating a cross-section of editorial voices about this important story alongside the ongoing debate on social platforms, and their own original content from their main site, Johnston Press […] ...more