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Content Marketing News & Analysis

The Web Content, Web Marketing Dilemma

Marketing needs to change its obsession with short term thinking about new customers and instead focus on building long term relationships with existing ones. Content professionals need to change their obsession with content and instead become obsessed with the people who need their content. 

How Did 2013 Change Content Marketing?

How Did 2013 Change Content Marketing?The call for relevant and quality content reached a near fever pitch in the lead up to 2013. Were the proclaimers of content right? Yes. Throughout 2013, marketers sharpened their pencils to help produce content that would set them apart from competitors and show them as leaders in their chosen field.

2014 Wish List ... from Carla Johnson

2014 Wish List ... from Carla Johnson In 2014, I wish that experiences will become an integral part of content marketing. One of the main purposes of content marketing is to build meaningful relationships with our audiences, and I would like to see that come to fruition through more in-person experiences. It’s what will truly bring brand stories to life.

In 2014, I wish that organizations would realize that teaching their own employees their brand story is 10 times more important than telling the marketplace. If you want your story to mean something, then teach it to the people who will make it real for customers. Lots of companies are telling stories these days; few companies are living them to the point of ingraining them into every corner of their organization that they can. -- Carla Johnson, principal, Type A Communications

Title image by Amodiovalerio Verde (Flickr).

Content Curation Challenges Persist for Marketers

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Content marketing is never as easy as it sounds. First you have to identify your key audiences, messages and platforms. Then you have to create the content.  A new report sheds light on the challenges marketers face when it comes to creating unique content experiences. 

Which Marketing Channels Provide the Most Value?

Customer Experience, Which Marketing Channels Provide the Most Value?We've all witnessed the transformation of marketing in the past decade. With digital technologies have come a variety of new options for targeting and reaching out to both potential and current customers.

Where we once had direct marketing, mass media advertising and similar tactics, we now have search marketing, social media, pay-per-click advertising, mobile marketing and more.

The going assumption among many marketing folks is that we need to find some way to be omnipresent -- as in, we have to learn about every channel and drive value through each of them.

The reality is that we simply cannot be all things at once. We need to pick our battles carefully, measure results and commit ongoing support only where we can derive value.

Content Strategy: Let's Talk about Content Governance

Customer Experience, Let's Talk about GovernanceThink about some of the systems you have in place in your own life -- you probably don’t think of most of them as “systems.” For example -- dental care. You brush your teeth twice a day, floss once a day and visit the dentist twice a year. Why? Because dentists have done an excellent job of educating people about oral hygiene.

Content governance provides content creators the same structure and guidelines, to help with consistent messaging. 

Bringing Content and Commerce Together

Customer Experience, Bringing Content and Commerce TogetherBrands have traditionally built separate brand experiences and e-Commerce shops, hidden behind the familiar “shop” link. But this divide makes customers choose between content and commerce and creates one more hurdle to jump through. How many get lost on the way?

Are Content Management Systems Good Enough for Digital Asset Management?

A decade ago, the industry was vigorously pursuing the Holy Grail of enterprise content management (ECM). The basic premise: one content repository to serve as the home for all content within an organization. We now know this approach doesn’t work for web content management (WCM) systems because they have very specialized requirements and need to evolve quickly to keep up with technology.

These characteristics don’t apply to most digital asset management (DAM) needs, yet people are still struggling with their DAM requirements.

Brands Take the Reins from Retail

Customer Experience, Brands Take the Reins from RetailI’m an Apple fanboy.

Oracle Gets Cloudy Again with Compendium Purchase

Oracle is making another cloudy bet with its announcement this morning that it has acquired cloud-based marketing content vendor Compendium. Terms of the deal were not made public.

Talking Content Strategy with Lithium's Bonnie Thomas

Digital Marketing,Customer Experience, Lithium's Bonnie Thomas on Meeting Customer Needs with Content MarketingHow do B2B marketers create the right content for their audience? What's the best social channel mix to reach audiences? Which metrics should social media marketers be measuring rather than "likes"? We turned to Lithium's Director of Content Strategy, Bonnie Thomas, for some answers.

Loni Kao Stark on Digital Marketing's Balancing Act

digital marketing, content marketing, mobile, loni kao stark Are you a marketer learning to juggle the many balls that comprise a digital marketing strategy? Adobe's Loni Kao Stark has a few tips you should consider.

B2B Content Marketing Guidance: Strategy Before Deployment

customer experience, B2B Content Marketing Strategy: Develop a Strategy Before DeploymentA former employer of mine once told me in a meeting, “We should get on Twitter.”

That was it. No plan. No strategy. No launch meeting.

Just get tweeting. So I did. It didn’t work.

Pinterest Article Pin Feature Speaks to Publishers and Digital Marketers

The enhanced features for article pinning released this week by Pinterest have some content marketers paying attention.

Content Quality vs. Quantity: Is There a Clear Winner?

Customer Experience, Content Marketing, Content Quality vs. Quantity: Is There a Clear Winner?There is one question weighing on almost every marketer’s mind, or at least should be: what is better, quality of content or the quantity produced? The debate is ongoing and seems to be picking up momentum, but is there a clear and definitive answer to this question?

No. The answer is that simple.

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