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Digital Marketing News & Analysis

Write Like a Journalist: Tips for Content Marketers

Write Like a Journalist: Tips for Content MarketersMarketing language is sometimes designed to "make lies sound truthful and murder respectable, and to give an appearance of solidity to pure wind.” George Orwell, the author of dystopian novel 1984, was talking about political speech when he wrote those words in 1946. Yet his words are just as apt when it comes to what can go wrong with content marketing: jargon or poorly crafted prose, cliches, ambiguity, empty phrases and other clutter.

That’s not necessary. As content marketing eclipses more traditional marketing and advertising copy, there’s something to be learned from writers and journalists. Delivering a story people want to read means spending time to create something they want to know about, and respecting readers by not peddling sensationalist or annoying pitches.

Yes, you are writing with a point-of-view. No, it’s not investigative journalism. But marketers will do well to read (and apply) much of the Society of Professional Journalists' Code of Ethics to build the kind of trust and attention they want associated with their brand. It’s not just about what’s right. It's what works.

This Week: Hackers Target Facebook, Google + Is Big Data Backlash for Real?

Hackers Target Facebook, Google
Watch your website! Now you have bigger threats than viral videos or suspected porn.

Integration Never Easy
Perfect software integration? Oracle says it will never happen

Manage Your Mobile Workforce
Organizations lack well defined, practical guidance on how to manage today’s multi-device and multi-generational workforce.

Get Employees Out of Neutral
If you want employees to shift gears, the onus is on HR and business leaders to get them engaged.

Jive, Cisco Join Forces
The two companies want to combine the best of two worlds: Jive's enterprise collaboration platform and Cisco's real time technologies. 

No Big Deal?
If you believe what you've read lately, then big data isn’t the ticket that we once thought it was.

Gartner Crowns SAP
Gartner rated SAP as the biggest business intelligence vendor by far, followed by Oracle, IBM, SAS and Microsoft

The Digital Asset Management Buyer's Guide
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Why Gwyneth Paltrow is the Most Brilliant Content Marketer - EVER

Why Gwyneth Paltrow is the Most Brilliant Content Marketer EVERAlong with the now tedious conversation about content shock, we also have to define (in the world of content marketing) content marketing at the enterprise vs. content marketing campaigns. This is all very fascinating, particularly since we still seem to be fighting about what content marketing is.

However, I find it even more interesting to look for those doing content marketing well and use those test cases to help us arrive at a universal understanding of content marketing. Let’s take a look at Gwyneth Paltrow, and her lifestyle brand, goop.

Oracle Exec Notes: Integrating Tech is Never Easy

customer experience, Oracle Recognizes Integration Challenges in Marketing Cloud

Oracle and President Mark Hurd began to build hype for the company's new marketing cloud at a company event in New York City yesterday.

But it was neither Hurd, his colleagues or their customers who spoke the most telling words.

An audience member asked Hurd if Oracle will actually be able to integrate technologies like Responsys, Eloqua, BlueKai and Compendium.

And Hurd responded to the audience at the Museum of Arts and Design on Columbus Circle open and honestly. Anyone that ever tells you “everything works perfectly together” is “pulling your leg,” he said.

New Joomla Web CMS Enhances Search, Security

2014-30-April-Sarah-Watz.jpg

Joomla had so much fun releasing its biggest version to date in November that it decided to update again this quarter. 

The company, an open source web content management system (CMS) provider, today announced the availability of Joomla 3.3. The new version overhauls its security approach, enables micro-data for the first time and replaces MooTools-based JavaScript with jQuery equivalents.

In other words, it helps developers and users have a more efficient experience and makes Joomla-powered websites better indexed by Google while ensuring robust security, the company boasts.

“It’s a more secure Joomla than we’ve ever had before,” said Sarah Watz, newly elected president of Open Source Matters, a nonprofit that provides organizational, legal and financial support to the Joomla project.

Sitecore: Our CXM Platform Offers the Best Single Customer View

customer experience, Sitecore's Platform the Best to Provide Single Customer View?

The race is on for customer experience management providers. They want their technology to be the one that provides “the single view of the customer.”

Adobe, for instance, told us its Experience Manager does it like no other. SDL spoke about it. Forrester called it the Customer Life Cycle

Sitecore is touting it today. The San Francisco-based provider announced early access to the next generation of its experience platform including the Sitecore Experience Database, what it calls a highly scalable big data repository. 

The Secret to Keeping a VP of Sales Happy

The relationship between the VP of Marketing and the VP of Sales is one of the most important, yet least cherished, organizational dynamics. Too often a source of conflict, the benefits of prioritizing and closing this departmental divide -- and fostering a state of functional harmony -- is crucial to any company's ambitions. 

Q2 Planning: Top Marketing Technology, Social Business Conferences & Events (30-Apr-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

How-To: Building Great Multi-Channel Experiences
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Dan Schawbel: 'You Have to Spend More on Marketing than Content'

Connecting with Bill Sobel

Dan Schawbel has been called “the millennial version of Tom Peters” — a consultant, writer, columnist and public speaker known for his energy, influence and ideas.

Schawbel is a young man with a long resume: he's the managing partner of Millennial Branding, a Gen Y research and consulting firm, the author of two bestsellers, Me 2.0: 4 Steps to Building Your Future and Promote Yourself: The New Rules For Career Success and a columnist at both Time and Forbes.

He's been featured in more than 1,000 media outlets, from “The Today Show” on NBC to “The Nightly Business Report” on PBS, and has spoken at some of the world’s most prestigious companies including Google, IBM, Time Warner, CitiGroup, McGraw-Hill and Siemens, as well as some of the most notable schools … Harvard, Stanford, Cornell and MIT. 

He was named to Inc. Magazine's 30 Under 30 List in 2010, the Forbes Magazine 30 Under 30 List in 2012 and described by BusinessWeek as someone entrepreneurs should follow on Twitter.

Why should you care? Because he understands social media, personal branding and that ever elusive millennial workforce, among other things.

Ex-Skype CMO: Leadspace is the 'Industry's Best Kept Secret'

customer experience, Former Skype, Salesforce CMO on B2B Marketing Challenges

It’s pretty cool being the chief marketing officer of a company whose product owns a third of the international market in its space. 

We know. We asked. 

Doug Bewsher led the marketing teams at Skype as the instant messaging and video-chat service grew to 750 million users, including owning a third of all international calls. Microsoft bought it in 2011 for $8.5 billion.

“Skype is one of the great success stories in terms of being one of the most pervasive brands on the Internet,” said Bewsher, whose appointment as CEO of B2B social demand generation provider Leadspace became official today. “… We had a vision of breaking down barriers to communication.”

LinkedIn Adds Content Partners Program to Its Resume

In case you haven't noticed, professional network LinkedIn has added "content network" to its resume. To beef up that credit, the site has added a partners program to help companies create sponsored content.

Sponsored updates are LinkedIn native advertisements, where company created content is distributed to targeted audiences on the site. To assist companies with creating and distributing sponsored updates, two new kinds of content marketing partners have been created – sponsored update partners and content partners.

Marketing Content Isn't King Without Buyer Relevancy

Remember the days of producing content on your website just to, well, produce content?

Maybe it was for SEO. Maybe it was to add another element outside of product descriptions and the “About Us.” The more content, the merrier.

Content may be king, but it’s a pawn without relevancy for the buyer. Two reports released in the past week -- one by IDG Connect and the other by Forrester Research -- deliver this message.

“When it comes to providing content, the two most important things are its alignment with organizational needs and its relevance to the buyer,” Robert Johnson, vice president and principal analyst for IDG Connect, told CMSWire this morning. “… More vendors have woken up to the fact that they simply can’t just create new content. In some cases, the buyer can’t find what they need and when they do find it, it isn’t relevant enough. It’s hurting vendors.”

It's Not Voodoo. It's Tag Management

It's Not Voodoo. It's Tag ManagementWhat if I told you that you could harmonize the facets of your fragmented marketing technology stack? What if I said you could more easily share customer context across those technologies? What if you could add, remove and change the technologies you use, without involving the IT department? Sounds like voodoo, right?

This Week: Death by Poor CEM + Get the DAM Truth

Death of a CEM Salesman
Digital Clarity Group research claims organizations have to transform the way they work or they'll die

'Next' Big Thing?
IBM, in a sneak peek of its Mail Next email platform, explains why it thinks it's ahead of Google.

Mobile Changes for Intranets
Users are so inured to the mobile app experience that anything more complex than simple searching leads to demand for  an app.

SharePoint Security Breaches
Organizations must develop adequate information security policies regarding SharePoint.

The DAM Truth
Organizations need a central place where all rich media assets may be managed for specific use and distribution

Box's Dough Woes
Box is spending more than it is making — and some wonder if it will postpone its IPO.

White Paper: Top 7 Success Factors for Optimizing Customer Experience
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Is the Web CMS Market Seasonal?

Is the Web CMS Market Seasonal?What do the four seasons have to do with web content management? 

Just as we start piling on layers come late fall or make plans for vacations in August, if we know the peaks and troughs of demand in our industry vertical we can focus efforts and budget spends at the right time of the year. And depending on how seasonal our industry is, we can decide whether to use month-to-month progress reports (January vs. February) or year-over-year (January 2014 vs. January 2013).

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