I woke up this morning with a sense of anxiety familiar to most writers — one that only comes from an impending deadline and absolutely no idea what to write. And then I switched on the TV to see that Prince had died.
Even while reaching for the iPad I knew there would be plenty of material to enable me to fill 1,200 angry words. Following a tragedy — particularly a major celebrity death — branded social media disasters have become as predictable as they are insensitive.
By the time you’re reading this, there will have been scores of articles criticizing the worst and praising the best examples.
Why do so many professional marketers still manage to run full pelt into walls with startling regularity despite the many lessons of the past? Is our industry really that out of touch?
To connect with busy executives, you need content that taps directly into the C-suite’s most pressing priorities and concerns. Get the topic right and you can sustain an ongoing conversation with your most valuable audience across all the communications channels where you engage them.
How do you find topics that are both compelling to the C-suite and make sense for your company to tackle? We have found three core ingredients in C-suite-worthy content — client relevance, credibility, and innovative value — and the elusive content trifecta is securing a topic in the sweet spot where those three come together.
1. Client relevance: Linking to client priorities
First, you must ensure that your topic connects directly to the issues with which your audience wrestles today, as well as thos [...]
Many companies producing great content at a consistent pace soon face a predicament — they have so much content that they:
Don’t know or remember everything they have
Can’t track down content assets efficiently
Struggle to collaborate with others involved in the process
Aren’t leveraging existing content for reuse
Enter digital asset management (DAM), one of the hottest subjects in content marketing this year. Digital asset management is all about how you manage your broad portfolio of content assets — from the way assets are annotated, cataloged, and stored to methods of retrieval and distribution. DAM technology solutions automate many aspects of the process, meaning your team can use and reuse content more efficiently, while minimizing errors and inconsistency.
Don’t mista [...]
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When Michael Frazier jumped industries — from veteran journalist to marketing executive — he didn’t leave his beat-reporter spirit far behind. Now head of communications and marketing at the National September 11 Memorial & Museum, Frazier says that a shared purpose between the institution and his media past drew him to the museum. “Preserving historical record — that’s what the news does, that’s what a museum does,” he says.
The National September 11 Memorial & Museum tells the story of September 11, 2001 — the forces leading up to September 11, the day itself, the attack’s aftermath, and the continuing implications. The memorial plaza, with its enormous twin reflecting pools, honors the 2,983 people killed in both the 2001 and 1993 attacks.
The museum display [...]
Jordan Koene, vice president of services and chief evangelist at Searchmetrics, answers our questions, explains what the term “content intelligence” means, and offers practical applications for marketers.
CCO: The subject of content intelligence spans many areas; when you describe it to marketers, how do you ensure that it’s not just understandable, but also relevant?
Koene: You’re dead on. Virtually every definition you see of content intelligence poses as many questions as it answers because it spans so many topics.
Fundamentally, the only way for a marketer to understand whether a specific content marketing strategy works is to start with the data. Take your historical data and compare it with competitive data to identify leading metrics. Then you produce content. Then you us [...]
As This Old Marketing approaches its 150th taping, Joe Pulizzi and Robert Rose wax philosophical about why podcasting is so powerful, and the rookie mistakes they now avoid.
A handful of marketing contrarians have been predicting a spike for podcasting for a few years. While a steep climb hasn’t materialized, audio content is rising steadily in popularity year over year. According to the Pew Research Foundation, the percent of Americans who had listened to a podcast within the previous 30 days more than doubled between 2008 and 2016 (9% to 21%). The numbers look better among younger Americans. A study by ypulse found 35% of Millennials ages 18 to 34 regularly follow at least one podcast.
35% of Millennials ages 18 to 34 regularly follow at least one #podcast via @ypulse.Click To Tweet