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Contentmkting News & Analysis

Content Strategy: Is it Okay to Break the Rules?

I had an interesting experience last week that made me rethink the rules of content strategy when it comes to business objectives. I wrote a wildly popular blog post that received double the traffic than one of my typical blog posts usually receives.

Know Your Audience to Deliver Great Customer Experience

shutterstock_54568033.jpg There's a process that you go through when you're getting to know someone. Learning their likes and dislikes, habits and aspirations, favorite movies and go-to recipes when they just don't want to think about dinner.

A lot of businesses are trying to find out the same things about their customers in order to provide a great customer experience. But just like any relationship, this is a two way road, where each side takes turns speaking and listening.

This week we heard about the storytelling skills being used to engage audiences and about the true value of collaboration. One contributor's article about his favorite SharePoint 2013's features got a song from "The Sound of Music" stuck in my head all week as a result. Not fair.

Tweet Jam Recap: Content Marketing to Engage Customers and Build Lasting Relationships #cxmchat

This month's Tweet Jam tackled the do's and don'ts, ins and outs of content marketing. The insights gained throughout the hour was evidence that great content comes from brilliant minds. Overall, we learned it's not the tools you use, it's how you use them; and that as content marketers, our customers may not always care about us, but we should always care about them and try to create a customer journey that doesn't just meets their needs, but is as pleasant as can be. 

Welcome to the Content Marketing Olympics

Successful content marketing has been likened to running a marathon and not a sprint. Creating good content that targets the right audience doesn’t happen overnight, but requires continuous training and development. As such, we’re taking a cue from the Summer Olympics and are introducing eight key content marketing events for which you should be actively training in order to achieve Olympic level success. Go for the Gold!

Content Marketing: 5 Tips How Not to Kill Your Leads

For many companies, content marketing is a direct way for getting new leads. Before they allow you to read or download e-books, white papers, videos or any other content, they present you with a form.

Through forms, companies get personal information about people reading their content. While this approach is absolutely legitimate, in many cases if done wrong, it may lead to an opposite result by losing potential customers. Let's go through the five most common errors companies do in getting the leads through content marketing.

Brands and the Great Paid Media Correction

Not a day goes by that I don’t get a question from someone asking me why content marketing is taking off like it is.

How long will content marketing last?

Is content marketing a buzzword?

When will the party end?

Interview: Robert Rose Talks Content Marketing & Engaging Your Customers

Content Marketing isn't exactly new, but it's certainly come mainstream with the evolution of the Internet and recognition that the online customer experience should be as much about engaging and building loyal subscribers as it is about selling products and services. The two go hand in hand these days.

To learn a little more about content marketing and how it helps engage customers, we spoke with Robert Rose, Senior Analyst at Digital Clarity Group and co-author of Managing Content Marketing.

Interview: Nicolas Antonio Jimenez Discusses Widen's Move to Content Marketing

All businesses struggle with the question of what works in marketing. To hear how one organization made the decision to switch from traditional marketing tactics to a content marketing focus, we turned to Nicolas Antonio Jimenez of Widen. Nicolas acts as Digital Asset Management provider Widen's Marketing Coordinator and has witnessed firsthand the benefits that came from providing quality content to create an educated audience.

The Evolution of Web Experience in the Midst of SharePoint 2013 Hullabaloo

shutterstock_64706455.jpg Though it felt as if the week began and ended with Microsoft, those of us who weren't playing with the shiny new Office and SharePoint toys had a lot of reading to keep us busy.

We read how content marketing is a natural evolution in web engagement, got tips on how to create content and marketing projects fast and on the cheap, and learned how the semantic web might just change enterprise information management.

Don't worry, there are plenty of SharePoint 2013 goodies mixed in as well.

Five Super Fast, Super Cheap Content Marketing Projects

In a very traditional sense content marketing is a bit of a time and money investment, at least in its early days. Custom magazines, glossy print publications, flash-heavy email newsletters, expensive websites, fancy microsites, 27-page whitepapers, highly produced webcasts and podcasts -- the list goes on. Recently, small businesses and start-ups have championed short-hand content marketing and it’s making a bit of a buzz.

Content Marketing: Web Engagement, Evolved

shutterstock_73514752.jpg Today’s business climate expects an organization to accomplish more online that ever before, while controlling costs and driving revenue. At the same time our website visitors demand a rich, immersive and personalized experience with relevant and compelling content. How can we build a content marketing strategy to solve this?

Planning Your Channel Content Marketing

shutterstock_83297098.jpg Content marketing is the promotion of content with a view of bringing your audience to your website, branded microsite or social media landing page and converting them to perform an action. This is also known as inbound marketing. The process of content marketing across multiple channels needs to be carefully managed for successful results and positive conversion outcomes.

7 Ways to Reverse Engineer Great Content

There’s no arguing with the fact that content marketing holds a tremendous amount of potential in terms of its ability to improve the customer experience on your website and drive targeted traffic in a cost-effective way.

Unfortunately, just because a strategy has potential doesn’t mean that it’s easy to do -- as anyone who’s ever tried (and failed) to launch viral-style content before can attest to!

Content Marketing: It's About Perspective

shutterstock_76664440.jpg Pssst. Want to hear a secret?

Our Content Marketing focus continued this week, with many opinions on what is and isn't working including a tip on what could be marketers' new best friend: word of mouth.

We also witnessed the end of a SharePoint era this week with the posting of the final installment of The Art of SharePoint Success, 20 articles and nearly one year after the series began. Perhaps a follow up series on The Art of SharePoint 2013 Success is in order?

CMSWire's July Tweet Jam: Leading with Content Marketing #CXMChat

Marketing has changed -- dramatically. You use to talk at your customers and potential customers, sell something. It isn't that simple today, the social revolution has changed that. People want to be engaged and they want to know that you have something more to offer than a product with a price tag. When you show them that, they become loyal subscribers and advocates of your brand. Content Marketing is one way you can do this. And that's what our Tweet Jam will focus on this month.

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