Content Marketing Blogs

Is a college marketing degree worthless?

Is a college marketing degree worthless? By Mark Schaefer The idea of the business school, and a business education, has been under attack. A recent London Guardian article suggested that we bulldoze business schools claiming they are archaic, political beasts. Alternative education models are emerging emphasizing narrow “apprenticeships.” Famous pundits like Gary Vee claim a college education could be the biggest waste of money imaginable. You should skip college and start a business like him, he claims (although he actually…

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Our People: Alexander Glavonich, Account Director, Toronto | Blog

Our People: Alexander Glavonich, Account Director, Toronto | Blog 1. What does an Account Director do?Main point of contact with the client, ensuring the account is running smoothly and that the work is good and everyone is happy. 2. What attracted you to Bookmark?The people. I used to work for Spafax/Bookmark in the past, and it’s an amazing group of talented and friendly individuals. 3. What aspect of your new job are you most looking forward to?I love to travel…

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What Romance Novelists Can Teach Us About Pleasing a Tough Audience

What Romance Novelists Can Teach Us About Pleasing a Tough Audience When I was in college, my favorite writing professor told us romance novelists have exceptionally difficult jobs. The students around me rolled their eyes. Most were hoping to write a moody, allegorical novel at the Iowa Writers’ Workshop, and the comparison felt like an insult. What do romance paperbacks have to do with great writing? Some woman is betrothed to a man she doesn’t like, and she spots a…

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You Snooze, You Loose …or the Sleeping Shrimp Goes Out with the Tide | Blog

You Snooze, You Loose …or the Sleeping Shrimp Goes Out with the Tide | Blog As consumers demand more personalized experiences, South America’s marketing agencies are slowly transforming themselves and creating client messages that appeal to their audiences’ own experiences and interests. Latin American companies and marketers should know this: traditional advertising is no longer the only way to connect with the end user. This isn’t a new idea, but many companies and marketers have opted to wish the new…

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The Brand Stand: Should your company put social issues ahead of profit?

The Brand Stand: Should your company put social issues ahead of profit? By Mark Schaefer When I was growing up, I was always a person that led with my heart. Even when I was teenager, I organized efforts to build a community playground in Appalachia, raise money for our local foodbank, and tutor kids in rural communities. I was always looking for opportunities to use resources in new ways for social good.But then I got into the business world I…

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Engaging Your Audience With Visual Content

Engaging Your Audience With Visual Content How do marketers manage the constant need for visual content? What are their main use cases for photos and videos? What are their biggest challenges when it comes to activating assets quickly and efficiently? Contently partnered with Libris, a digital asset management platform empowering the creation of visual stories, to get to the bottom of these questions (and many more). We collaborated on a widespread report about the state of visual content,…

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How to Reverse Atomize Your Content Marketing

How to Reverse Atomize Your Content Marketing When we work with our clients on content marketing strategy here at Convince & Convert, two of our most consistently used maxims are “bricks and feathers” and “content atomization.” “Bricks and feathers” describes the two primary types of content marketing. Bricks are hefty. Bricks are permanent. Bricks require more production time. Bricks are saved, shared, or printed. A webinar is a brick, for example. Feathers are lightweight. Feathers are ephemeral and…

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The Formula That’s Helping Me Optimize the Most Important Marketing Campaign of My Life

The Formula That’s Helping Me Optimize the Most Important Marketing Campaign of My Life Eating your own dog food. It’s one of those business sayings I never quite understood. It means using your own product. Why is it dog food and not—you know—pizza? I have no idea. But I recently decided to dogfood Contently for a personal project—the launch of my upcoming book Dream Teams. Along the way, I realized this could be instructive to a lot of marketers out…

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How to Lose an Influencer in Five Easy Steps

How to Lose an Influencer in Five Easy Steps By Kerry Gorgone, {grow} Contributing Columnist Influencer marketing is a hot topic these days, and it’s easy to see why. Linqia, Inc. recently reported that 92% of marketers who used influencer marketing in 2017 found it to be effective, and influencer marketing generates as much as 11X banner ad ROI. As brands invest more money in influencer marketing, the stakes get higher and it becomes increasingly important to maintain positive, long-term…

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10 Great Commercials Disguised As Auteur-Directed Short Films

10 Great Commercials Disguised As Auteur-Directed Short Films Somewhere on a darker timeline, Werner Herzog is narrating a commercial for men’s cologne. “Do you not then hear this horrible scream all around you that people usually call silence?” he asks, his voice gravelly and jagged. Maybe he’s narrating black and white footage of a desolate farmhouse. That’s uncomfortable, right? Watching a well-known director venture into advertising can feel weird—nobody wants to watch their favorite artist sell out. But there are…

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What Gartner’s 2018 CMP Magic Quadrant Says About the Future of Marketing

What Gartner’s 2018 CMP Magic Quadrant Says About the Future of Marketing For the first time ever, Gartner, a leading research and advisory firm for technology companies, released a Magic Quadrant on the content marketing platform (CMP) space. That alone says a lot about current state of marketing and content—and the Gartner CMP report says a lot more about where it’s going. For those unfamiliar with the Magic Quadrant, I always think of it like a sophisticated report card of…

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The 5 Best Influencer Marketing Studies of 2018 So Far

The 5 Best Influencer Marketing Studies of 2018 So Far The field of marketing is in constant flux, with marketers constantly analyzing emerging trends and data to determine optimal strategies. As a result, marketing studies only a year old can be outdated. Fortunately, a fresh crop of influencer marketing studies published in 2018 provide marketers with fresh insight that can positively impact their campaigns. 1. Increasing Marketing Budgets The vast majority of marketers are increasing their budgets…

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This large company just quit social media. Should you?

This large company just quit social media. Should you? By Mark Schaefer There was a bit of a brouhaha on the social web last week when a major restaurant chain in the UK announced it had quit social media. J D Wetherspoon is a pub company in the United Kingdom and Ireland. Founded in 1979, the company owns about 1,000 outlets, including bars and hotels. I was asked to comment on this development and because I am a full-service blogger at your service, I am…

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Smart Speakers Are The Latest Content Channel You Should Care About

Smart Speakers Are The Latest Content Channel You Should Care About Alexa, Siri, and Sonos. They could be members of a post-punk girl band, but most people know these names belong to everyone’s favorite smart speakers. These days, one in six Americans have a smart speaker at home. Thirty percent of smart speaker owners say that the device is taking over time they’d otherwise spend watching TV. With the rise of podcasts and audio storytelling, this isn’t altogether surprising, and…

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Marketers and Media Companies Are Arriving at an Eerily Similar Business Model

Marketers and Media Companies Are Arriving at an Eerily Similar Business Model I recently sat in on a panel at the International Journalism Festival in Perugia, Italy, listening to journalists talk about their marketing stacks. Maybe it was the jetlag, but I felt like I was in bizarro world. Normally, I spend my time at content marketing conferences listening to marketers talk about adopting journalism principles. Instead, here I was, listening to journalists talk about their marketing strategies. This is…

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Just because you can, it doesn’t mean you should

Just because you can, it doesn’t mean you should By Mark Schaefer One of the themes of my writing this year is how marketing is deteriorating into a glorified IT function. Instead of considering the wants and needs of customers, companies are over-automating marketing to the point of constant consumer annoyance. I recently had this experience with Salesforce. I normally don’t name names in my posts (attack problems, not people). But I think in this case it is appropriate because…

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