Content Marketing Blogs

We Hosted Air Canada’s 2018 Pre-Pride Parade Party | Blog

We Hosted Air Canada’s 2018 Pre-Pride Parade Party | Blog Last Sunday, Bookmark brought sunshine to a very drizzly day by hosting Air Canada’s proudest employees for a pre-Pride Parade party! Over 100 Air Canada employees were welcomed to Bookmark Toronto’s office, took a few shots with a branded Instagram frame under the rainbow and indulged in all the donuts, cake and candy they fancied. Diversity and inclusion is integral to the company’s corporate culture and Air Canada employees were…

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How to make the Content Marketing Hierarchy of Needs work for your business

How to make the Content Marketing Hierarchy of Needs work for your business By Mark Schaefer The aspects of content marketing have been sliced and diced many ways but I think considering content in this “hierarchy of needs” format may help you simplify the process of determining a strategy for your business. Of course there are many different kinds of content, and gratefully more are being invented all the time. But as I think about this, every kind of content…

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Are Your Internal Comms Doing Enough For Your Brand?

Are Your Internal Comms Doing Enough For Your Brand? Throughout high school and for two summers in college, I worked several different jobs at Six Flags in New Jersey. You may know Six Flags Great Adventure as the site of the tallest roller coaster in the world, the venerable Kingda Ka, but I remember it as a company filled with employees that talked about Warner Bros’ IP constantly. The company’s internal comms were completely saturated. Some people loved the Looney…

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Three reasons your writing still sounds like marketing

Three reasons your writing still sounds like marketing If content marketing had 10 commandments, the first one would be, ‘Don’t sound like a marketer.’ It’s pretty intuitive, right?Sound authentic: gain credibility and trust.Sound inauthentic: lose credibility and trust. But every now and then, even the best of us manage to fall back into old habits – and most of the time we don’t even realize we’re doing it. Now, before I go any further, let’s acknowledge that falling back into…

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5 Questions About 2018 Email Marketing Research

5 Questions About 2018 Email Marketing Research For the past 10 years, my friend Loren McDonald (formerly of Silverpop, now an Evangelist at IBM’s Watson Marketing division) has authored an annual email benchmark report, looking at how email programs from different types of company fare around the world. The 2018 edition of the Email and Mobile Metrics Marketing Benchmark Report is out, and it’s a doozy. This comprehensive guide turns over every rock to show you how…

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Story-selling and other hot content trends to watch now

Story-selling and other hot content trends to watch now By Mars Dorian, {grow} Contributing Columnist I dragged my body home from a recent tech event in Berlin, my mind pondering the many trends buzzing around the online world. After days of reflection and obsessive note-taking, I’ve condensed the knowledge for content creators like pure rose essence. Here are the three lessons content creators should keep in mind when bracing for the future: Why accessing content is better than owning it…

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What it Takes to Produce Fast Content | Blog

What it Takes to Produce Fast Content | Blog We’re hearing more and more about fast (or quick) content. Which is, quite literally, content that can be turned around quickly. But producing relevant and effective content is not so simple. If it were everyone would do it and do it well. Right? Ideally, fast content requires two things: a well-organized agency/team structure combined with a great client. You don’t absolutely need the great client but it helps. A lot. We…

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Explaining ‘content’ to my Aunt Ethel*

Explaining ‘content’ to my Aunt Ethel* [Ethel] Hey, where are you working these days? [Me] I work for a Digital B2B Content Agency. Her eyes glaze over. A glint of fear creeps in. [Ethel] It must be one of these internet jobs. I’m not going to understand the next few words out of his mouth. This is the standard reaction I get when I tell people what I do for a living. So I start to unpack the terms: Digital…

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6 Do’s and Don’ts of Branded Video

6 Do’s and Don’ts of Branded Video When I was a senior in college, I made a series of online videos with one of my best friends. We called the series “Real Life Sammies,” devising something that was half cooking show, half comedy-nonsense, in which we filmed ourselves (poorly) constructing an ideal sandwich to eat during specific experiences. The post-break up sammie, for example, consisted of two microwaved chocolate chip cookies with Nutella, cookie butter, and rocky road ice cream…

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Is a store with no sales the future of retailing?

Is a store with no sales the future of retailing? The retail industry has been in a state of upheaval for decades. Is a store that sells no goods a sign of the future? Tom Webster and I think so, and we talk about it on the new episode of The Marketing Companion. What if your favorite fashion destination was also your local tailor, manicurist, bartender, juicer, cobbler, stylist—and even your WeWork? That’s the essential idea behind Nordstrom Local, the innovative “service…

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25 Best University Websites for 25

25 Best University Websites for 25 One website, many audiences. It’s a common challenge for every marketer who must define primary demographics, prioritize content, and extend messaging. Convince & Convert knows that practitioners of all experience levels require underlying principles, as well as specific examples, to be successful. We decided to follow up on our first look at Social Media Lessons from the Best American Hospitals and extend our research to identify digital best practices that can…

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The Life of a Social Media Editor

The Life of a Social Media Editor Social media jobs get a bizarre rep. Sometimes the work is perceived as fun, sometimes too easy, and sometimes downright mindless. Thanks to branded accounts like Wendy’s and MoonPie redefining the level of sass that a brand is allowed to bring to the internet, social media managers are often viewed as comical. What people often don’t consider about social media editors is the time it takes to respond to consumers who live in…

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Why customers really don’t want to engage with your brand

Why customers really don’t want to engage with your brand The marketing world is changing so much and one of the relics of the past is “engagement.” While engagement was thought to be a key driver of social media success, and even strategy, that idea might be out-dated. Does anybody really want to engage with your brand? On a new episode of The Marketing Companion, Tom Webster and I dissect several big new ideas, including the role of customer engagement in digital…

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Toys ‘R’ Us Created Content Till the Very End

Toys ‘R’ Us Created Content Till the Very End Watching the slow demise of the Toys ‘R’ Us brand play out was one of the strangest experiences I’ve ever had online. And that’s big—I used to roleplay on discussion boards, so I’ve seen some weird things. To start, there was controversy over the final days. Toys ‘R’ Us was established in 1957, and this month, the retail toy store closed down all its locations, paying its bankruptcy lawyers and advisers…

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Toys ‘R’ Us Created Content Till the Very End

Toys ‘R’ Us Created Content Till the Very End Watching the slow demise of the Toys ‘R’ Us brand play out was one of the strangest experiences I’ve ever had online. And that’s big—I used to roleplay on discussion boards, so I’ve seen some weird things. To start, there was controversy over the final days. Toys ‘R’ Us was established in 1957, and this month, the retail toy store closed down all its locations, paying its bankruptcy lawyers and advisers…

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Instagram Engagement Down? You Might Be Shadowbanned!

Instagram Engagement Down? You Might Be Shadowbanned! By Kerry Gorgone, {grow} Contributing Columnist Brands trying to use Instagram to reach their audience already have to fight for engagement: 70% of instagram posts don’t get seen due to Instagram’s algorithm and the sheer volume of content on the platform. But did you know that Instagram might be actively hiding your posts from your followers? Sounds like a conspiracy theory, I know, but it’s not. Instagram “shadowbanning” is a thing, and you need…

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