Content Marketing Blogs

The business imperative for building your brand on rented land

The business imperative for building your brand on rented land By Mark Schaefer One of the most-repeated mantras in the social media/content bubble (and it is a bubble!) Is “don’t build your house on rented land,” meaning, build your content house on a property you own, like a website. This adage has been going around the business for at least 10 years and reinforced by stalwarts like Copyblogger and the Content Marketing Institute. But there are few, if any, “rules…

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What’s Missing From Your Content Distribution Strategy? The Marketing Funnel

What’s Missing From Your Content Distribution Strategy? The Marketing Funnel Think about your last big purchase. I’m going to take an educated guess that you didn’t just make it blindly. You probably spent a significant amount of time researching brands, reading product reviews, and weighing your options. You wouldn’t buy a new car after seeing one TV commercial, right? The commercial might play a part in the decision, but it’s only one touchpoint on much a longer journey. The same…

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Infographic: The Future of In-flight Entertainment | Blog

Infographic: The Future of In-flight Entertainment | Blog The media frenzy around the seatback screen’s imminent death could not have been further from the truth. With the rise of personal electronic devices (PEDs) on board, you would think that the use of wireless in-flight entertainment (W-IFE) would overpower seat-back IFE. It hasn’t. Many carriers are installing both W-IFE alongside seat-back screens on their long-haul aircraft for the main reason that people often use their PEDs while watching another screen –…

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Are our stakeholders killing our marketing?

Are our stakeholders killing our marketing? Let’s face it, none of us are creating content in a vacuum. We all have bosses to please, internal (and external) customers to serve, senior executives to… sacrifice lambs to. We all have stakeholders. People with a real stake in our success. Like sales people. And product managers. And brand ‘custodians’ (I’m picturing a janitor holding a cudgel and stone tablets… brand guidelines?). And CEOs. And board members. Even people with a more tenuous…

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Marketing addiction. Is this the goal, or is this the problem?

Marketing addiction. Is this the goal, or is this the problem? By Mark Schaefer I’ve been in many situations where my marketing team would have loved people to become “addicted” to a product. It makes a great brainstorming topic — “What would it take for our customers to love us so much they’re addicted to what we do?” But with some products — like Facebook, smartphones, and video games — this is actually becoming a real concern that is receiving…

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Why your marketing career depends on balancing data and emotion

Why your marketing career depends on balancing data and emotion By Avtar Ram Singh, {grow} Contributing Columnist As marketers, we’ve become obsessed with data. I wouldn’t be surprised if your reaction to that opening statement is, “Do you have data to back up that claim?” In the last few months, I’ve found myself in situations where after making a fairly logical argument (in my mind), I’m asked whether or not the marketing data supports the assumption or argument that I’m…

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Who Wins the Marketing Fight Between Robots and Artisans?

Who Wins the Marketing Fight Between Robots and Artisans?   Do you hear that spooky rustling of the leaves outside your window? It’s artificial intelligence and machine learning, creeping around in the marketing woods like a Blair Witch comprised solely of ones and zeroes. The story advanced by MarTech companies is that robot marketing assistants, powered by the big data gleaned from customers and prospects, will automagically create hyper-relevant landing pages, emails, social posts, display ads, push…

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Contently Emerges as a Top Choice for B2B Content Marketers in Report by Forrester

Contently Emerges as a Top Choice for B2B Content Marketers in Report by Forrester There’s a line in Forrester’s latest report on content marketing platforms, or CMPs for short, that I love. It goes like this: “If content is the soul of digital, content marketing platforms are its church.” Forrester, a leading market research and analyst firm, understands that CMPs are an essential part of the modern technology stack—and we’re proud to have emerged as a top CMP choice for…

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Founder at Large Shane Snow on Contently and How the Company’s Platform Unites Creators and Digital Marketers to Perfect the Art of Storytelling

Founder at Large Shane Snow on Contently and How the Company’s Platform Unites Creators and Digital Marketers to Perfect the Art of Storytelling TL; DR: For the folks at Contently, effective digital marketing relies on three factors: tech, talent, and strategic planning. And, since 2011, the company’s software has been helping businesses leverage all three. Contently’s cloud-based platform facilitates collaboration between all stakeholders on a project, allowing for optimal communication between teams to streamline approval processes. The company also employs…

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Make Sure Data Isn’t Your Downfall

Make Sure Data Isn’t Your Downfall The internet was an amazing boon for poker in the early 2000s. Not only could you play high stakes games without going to a casino, but the technology was transformational. Traditionally, you rarely get to play more than 30 hands per hour in a casino game. Online, you can play twice as many hands per hour. More importantly, you can play multiple tables at the same time. The real game-changer, however, was data. With…

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Rich Data & AI for Richer Personalized Customer Experience in 2018

Rich Data & AI for Richer Personalized Customer Experience in 2018 In Part Seven of Our Predictions Series 2018, We Explore How the ‘Butterfly Effect’ Is Going to Disrupt the Martech Community Small drops, big oceans… Minor flutter, gigantic tornado!!! In our scientific parlance, the “Butterfly effect” within martech demonstrates a great metaphorical effect on the way B2B technology ecosystem is shaping up in 2018. An extension of the Chaos Theory, the butterfly effect is “the sensitive dependence on initial conditions in which a…

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The 9 Best User-Generated Content Platforms for Driving Engagement and Sales

The 9 Best User-Generated Content Platforms for Driving Engagement and Sales In 2015, Adweek called it “the next big thing.” In the years since, it’s become colossal. In fact, because of the way it makes marketing more authentic and believable, user-generated content (UGC) may be social media’s most significant contribution to the world of marketing. A post on the Adweek blog said, “As the world has shifted to social media, consumers look at fellow consumers to inform their purchasing decisions. Instead of…

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What to do when your company won’t allow human content

What to do when your company won’t allow human content By Mark Schaefer The web is filled with posts exhorting us to be more human with our content. Be authentic. Take a stand. Speak your mind. I’ve written a few of those posts myself! But in the real world, here’s the feedback I receive nearly every week: “Our company expects us to sell, sell, sell and they won’t approve any content that is not a sales pitch.” “Legal has to…

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3 Cases of Voice Technology in Advertising | Blog

3 Cases of Voice Technology in Advertising | Blog 2018 has been anointed the Year of Voice and for good reason. With Amazon’s Alexa, Apple’s Siri, Google’s Voice Assistant, Microsoft’s Cortana and Samsung’s Bixby, most major tech players are represented in the voice-activated space rendering it crucial for advertisers, marketers and brands to understand how to put voice to better use. Diageo and Mixology Diageo, the world’s largest producer of spirits, has launched “The Bar” as an Alexa skill. The…

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The Congressional Hearings on Facebook were more disturbing than you realize

The Congressional Hearings on Facebook were more disturbing than you realize By Mark Schaefer This week’s Facebook Congressional Hearings with CEO Mark Zuckerberg should have been more than embarrassing to U.S. citizens. It should be an alarm siren. The round of questioning was widely mocked for revealing woeful ignorance of the workings of the internet, in particular Facebook’s ad-driven business model. It proved conclusively what I had believed for many years … the U.S. government leaders know so little about…

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5 Journalistic Tips for Conducting Better Interviews

5 Journalistic Tips for Conducting Better Interviews When I started working as a writer and editor, I thought Q&As were easy. Step one, find someone interesting and convince them to speak. Step two, speak to them. Step three, write it up. Simple. My first interview, with a United Nations diplomat for a Swiss lifestyle magazine, proved me wrong. After a recording equipment malfunction, I was so flustered I didn’t push him to elaborate on any of his points. When I…

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