Everything you need to know about content marketing. Browse our most recent news stories and expert columns about the most popular content marketing trends, tools and tactics. Refer to our library of How To Guides for marketers utilizing multiple forms of digital content to reach consumers online.

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The Case For Content Automation

social-media-content-sharing-600 Recently, the Interactive Advertising Bureau (IAB) said it's developing metrics and definitions for what used to be an intangible concept: engagement. It reminds me of the not too distant past when the once-intangible concept of marketing got the same scrutiny. Gone are the days when you knew half of your advertising worked, but not which half. We wanted accountability and consistency. The result was marketing automation, and you don’t have to go far into the inbox or the RSS feed to find someone singing the praises of marketing automation. It unifies sales and marketing. It uncovers and [...]


The Real Value In Ellen Selfie? Samsung’s CMO: Helping Make Moment Of “Joy”

Samsung got huge attention when Ellen DeGeneres did her now famous Twitter-breaking all-star selfie at the Oscars. But Samsung USA's chief marketing officer says what's more important wasn't that the Samsung phone was used but that Samsung helped create a moment of real joy. "The exact phone almost doesn't matter," said Samsung USA CMO Todd Pendleton at the 4A’s Transformation conference today. 'You can see the joy on their faces." The selfie moment was a "planned unplanned moment," in that Ellen was supposed to do a selfie with Meryl Streep, but Samsung -- in keeping with an "a [...]


Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers

Content types The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for sentences. OTP, BRB, LMK, OK?   How low can you go? In a year or two, 140 characters -- a miserly allotment now -- will seem a luxury, a vestige of an era marked by logorrheic verbosity. If you doubted it before, believe it now: a picture really is worth the proverbial thousand words. Maybe more. Opinion? Sure. But the facts bear this out. Facebook keeps redesigning to feature bigger, bolder [...]


Live Blog: Ad Agencies As Content Creators

4A's If content marketing is the new advertising, then advertising agencies are the new content creators. So how's the content creation process going? "Content marketing is becoming the future of advertising," attendees at the 4A’s Transformation conference — the annual gathering of the American Association of Advertising Agencies -- were told today by Bloomberg Media Group CEO Justin Smith. As an appropriate follow-up to his comment, the "Agencies as Content Creators" panel looks at how agencies are creating more than advertising online, through mobile and social. At least, that's [...]


Because She Said So: 13 Content Marketing Lessons From Your Mother

woman-computer-mom-600 "You're right, Ma." - Dorothy "Of course I am! You think I got this old by being stupid?" - Sophia Maybe you grew up watching The Golden Girls (or reruns) and can hear those voices in your head. Maybe you've never heard of Sophia and Dorothy, the sitcom mother-daughter duo who traded retorts like nerds trade Magic: The Gathering cards -- that is, with unholy glee. Either way, if you know anything at all about mothers, it's that they're always right. Always. So many of the lessons our mothers teach us are universal and applicable to nearly every situation, including marketing. Here ar [...]


Chartbeat: Native Ads Aren’t Engaging Readers

content-marketing-featured Native ads are the "it format" of digital media right now. Perceived to be less visually disruptive and able to command premium pricing, publishers are widely embracing them. That list includes Yahoo, The New York Times and most recently, The Wall Street Journal. Facebook and Twitter also have their versions, too (in-stream ads). Beyond this, native ads are also part of the larger "content marketing" trend. An article (via Re/code) on Time.com from Chartbeat CEO Tony Haile, itself a kind of content marketing for Chartbeat, argues that native ads are far less engaging than publishers [...]


5 Steps To An Integrated Approach To SEO-Friendly Content Marketing

puzzle The content explosion and the search engines’ shift toward meaning-based content in 2013 has led to a tipping of the scales in the opposite direction from where Search Engine Optimization (SEO) was before Panda and Penguin. Gone are the days of black hat practices like keyword stuffing and paid linking schemes that resulted in a bad user experience and little focus on content quality. While the increased focus on quality has created a better user experience, now the challenge of the marketer is to integrate SEO best practices into the content creation process. User-friendly conten [...]


Pros & Cons Of Date Stamping Your Content

Pros and Cons of Date Stamping Your Content - Blog Stat As content marketing continually increases in popularity, more and more content is being published each and every day. In fact, more than two million blog posts are written daily. With all that content being published, date stamping is an easy way for users to gauge the newness and relevancy of a blog post or article. But lately, I've noticed that many blog posts and articles lack a date stamp. In fact, Joe Pulizzi recently posted about this very topic on Facebook, which prompted a conversation among marketers and consumers about date stamping content. The opinions were divided, with som [...]


4 Steps To Scaling Enterprise Content Marketing

content-marketing-model Back in beginning of the 20th century, the automobile was an item of luxury -- it took a long time to build (with workers "crafting" each one), cost well beyond the means of most consumers and was complex to drive. As most people know today, Henry Ford changed all that with the Model T and his innovations with the assembly line. He made a simpler-to-drive car at a much cheaper cost, making it available to the masses and bringing tremendous value to his customers. So, what does this have to do with content marketing? New Marketing Tactic? If you ask a group of people if the Model T was [...]


What’s Old Is New: Jonah Peretti’s BuzzFeed Memo On Building A New Media Empire In 7 Takeaways

buzzfeedtime BuzzFeed CEO Jonah Peretti posted a staff memo comparing the media empire BuzzFeed is building now to media empires of the past. Don't have time to read the entire thing, which is over 2,000 words long? That's OK. We've broken it down for you into seven key points: 1. Time magazine began in the 1920s as an old-time blog, summarizing stories from newspapers -- just like BuzzFeed did: 2. Time grew by creating "irresistible lists" just like BuzzFeed: 3. Time's breakthrough was launching Life magazine in the 1930s with amazing pictures. It could do this because glossy paper technology bec [...]


Why Spending Big On Extraordinary Content Marketing Is A Good Bet

content-writing-money-featured There is more to ranking for your target keywords than just writing great blog posts and then hoping you will eventually rank for what you want to. Many marketers that have found great success by spending thousands of dollars creating exclusive tools, content and videos. Though the tools themselves aren't set up to adequately monetize their use by online visitors, thus leading to an overall loss when it comes to comparing investment versus direct revenue, they've still been a good investment for marketing purposes. One good example of this is Neil Patel, who blogs over at QuickSprout and [...]


Thismoment Launches Content Cloud For Brands To Mix UGC & Brand Content Into Syndicated ‘Playlists’

Thismoment This week at SXSW, content marketing platform Thismoment is launching a new open cloud-based platform called Content Cloud. The new platform allows brands to source, manage and curate content into ‘playlists’ and distribute them across their social channels. The aim is to make it easier for major brands to manage content that lives on any number of channels and brand and agency platforms and harness it all to create more engaging marketing experiences. “Content Cloud empowers marketers to deliver content-rich, responsive experiences that consumers will love and want to come back to ov [...]


What’s The Future Of The Consumer Experience & Social Media: A Panel Discussion

Where's social media going in terms of social experience? Brand leaders are discussing this on a panel at iMedia Content Summit. Our live blog below: [...]


Grabbing Attention Vs. Getting People To Care About Your Content

content A Conductor study from July 2013 highlights an increasingly pervasive problem in the digital media industry. There is so much content being produced on a daily basis that the supply of content far outstrips what the attention economy can sustain. Every day, there are 2 million blog posts, 294 billion emails, 864 thousand hours of video created, and that's before you take into account social media, instant messaging and other digital interactions. As a result, 80 percent of readers only read the headline of an article and either skim or skip over the rest. The common response to these typ [...]


Why Marketers Are Now In The Entertainment Business

media-shutterstock_111209576 In digital entertainment industries like music, film, book publishing and TV, fewer and fewer hits are increasingly responsible for the vast majority of revenue. And this growing trend of a concentration of hits at the head of the long tail is only increasing year over year. According to Eric Schmidt of Google, “While the tail is very interesting, the vast majority of revenue remains in the head.” Here's but one example: “According to Nielsen SoundScan, of the 8MM unique digital tracks sold in 2011, 94% sold fewer than 100 units, and an astonishing 32% sold only one copy. In t [...]


Infographic: The Blogging Food Groups & Do You Serve Well-Balanced Content Meals?

Everyone loves desserts, but you've also got to eat your vegetables to be healthy. Does the same hold true with blogging? That a "healthy" blog won't just be all funny videos and meme images but also contain a balance of others and more substantial content? If so, then knowing your "blogging food groups" may help. Created by LinkedIn Marketing Solutions, the infographic below builds on an idea from Rick Burnes of HubSpot, that there are five types of posts to "feed" a business blog. The LinkedIn infographic suggests a "Blogging Meal Plan" after defining the groups more as well as a suggeste [...]


Content Strategy Gets Tactical: Establishing The Content Workflow

Content Content strategy -- creating repeatable processes to govern content marketing and make it accountable to measurable goals -- has many components. Your first steps in putting together a content strategy include determining the goals, developing personas, analyzing content needs, and designating someone to serve in an editorial leadership capacity. From there, you'll want to establish a content workflow. This is the point at which content marketing gets tactical. It's a nuts-and-bolts process in which you will lay out content calendars, creation, approvals, style guides, templates and t [...]


With Content Marketing, Link Building is Obsolete… Right?

Link Building is Obsolete It seems that every day a new blog post is published claiming that link building is dead. It makes for a great headline, but it’s just not true. In fact, it's very much alive, and will be for the foreseeable future. Unfortunately, the content marketing purists who preach the "build it and they will come" methodology are setting themselves and their audience up for failure. When I get asked about whether a business should continue with link building in the future, I usually say, "Your competitor would love it if you stopped building links to your content." Don't get me wrong -- I am [...]


Google Clarifies: Guest Blogging Is OK, But “Guest Blogging For SEO” Is Not

blog-featured Relax, publications that use guest bloggers and contributors. Google's not planning to penalize you under its new "guest blogging equals spam" warning put out yesterday. Rather, the company says, guest blogging is only bad if the main reason a post is run is to gain links meant to influence rankings in Google. Yesterday, the head of Google's web spam team Matt Cutts declared that "guest blogging is done; it’s just gotten too spammy." As a result, some worried that having guest posts meant they could look forward to a future of being penalized by Google. Worries That All Guest Posts Are B [...]


For The Right Content Marketing Answers, Ask The Right Content Strategy Questions

content-marketing-featured A big box retailer's chief content officer of reached out recently with a question. Here's what he wanted to know: "What is the percentage of content you see utilized comparatively that's company generated versus user-generated versus contributor generated? I'm trying to see how others are looking at their mix." What would you have told him? The proportional mix of content marketing tactics is a topic I haven't researched as an analyst. While it would be interesting to explore, I suspect there's never going to be a "right" answer -- as is common in the marketing world, it ultimately depen [...]


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