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Content Marketing News & Analysis

10 Books Every Great Digital Content Creator Must Read

10 Books Every Great Digital Content Creator Must ReadOh, one of those lists, Ahava. Really?

Wait. Just hear me out. There’s an immense amount of dialogue right now in the content creation, content marketing, content strategy, content space. Some of it is important. Some of it will sink to the bottom, hopefully washed away by the pixels of the Interwebs. But, if you’re following closely, you’ll see that best practices still rise to the top, like the proverbial cream.

Content and Campaigns: Marketing's Complementary Bedfellows

In today’s increasingly digital environment, marketers have moved towards content marketing – a strategic approach that emphasizes the brand over any single product which that brand sells – as the best way to boost demand and increase sales. This requires engaging and relevant content in order to succeed and, in recognition of this fact, marketers have ventured into the fields of storytelling and consumer psychology. Marketing Magazine, picking up on this trend, went so far as to name these the “must-have skills” for marketers in 2014.

Content Strategies Built for Revenue

Content Strategies Built for RevenueIt’s only the start of a new year, and already there is quite a bit of chatter about content and how it can affect the success of a business. There are debates about the continued effectiveness of content marketing as a strategy, and arguments over whether technology can actually fix anything.

But as we look at marketing -- and how the use of content plays into that -- one of the drivers we have to examine is changing the way we think of success. Rather than looking at “more engagement” -- whether it be “visitors,” “likes” or “followers” -- we should start to examine how content can be tied together to generate revenue.

Content Marketing and CRM: How Shared Content Can Shape Customer Relationships

Content and CRM: How the Content You Share Can Shape Customer RelationshipsThe content you share with customers and potential customers makes an enormous difference in the way prospects see your business and the degree of confidence and trust they have in you, both before and after the sale. The cynics say CRM is about feeding the sales machine, and while this is important, it really sets the stage for what CRM’s really good for --  building relationships and extending the customer lifecycle. Nothing helps in doing this better than sharing knowledge that helps your customers succeed.

A Look at Picturepark's #LearnDAM Initiative

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Given the proliferation of content marketing, it can be hard to find reliable non-vendor educational content on a specific subject. For David Diamond at digital asset management (DAM) vendor Picturepark, the answer at least for digital asset management (DAM) education lies in a hashtag.

If Content is King, Why Are Content Professionals Paid So Little?

contentisking_pay.jpgYou strike gold with web content when you create stuff that allows people to do things. It all begins with knowing what the person ultimately wants to do. The focus must not be on the content itself. 

What Content Farms Teach Us About Content

On the Web, content is an enabler. 

CMSWire Top Contributors 2013 - Christine Crandell

ccrandell.jpgB2B marketers have found a champion in Christine Crandell. She understands the pressures, the challenges and the conflicts that marketers face daily and is here to broker a truce between marketing and sales and to align the two in a united front to create business value and a great customer experience.

Balancing the Marketing, Digital Experience Scales

Balancing the Marketing, Digital Experience ScalesIn the rapidly changing marketing landscape -- where technology-enabled digital channels arise seemingly overnight -- marketers are struggling to keep up in the digital experience catch up game. Each year, we diligently examine trends that will allow us to continuously improve in order to get ahead in the New Year. As we close out 2013, the situation report suggests that a discontinuous rather than incremental approach to improvement may be the only maneuver to balance the scales.

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. 

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