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
Editor’s note: When we find something of such significant value to our audience from another source, we want to share it. This article appeared in Chief Content Officer magazine, which excerpted it from the Audiense blog.
It’s no surprise that the World Economic Forum (WEF) has racked up nearly 3 million Twitter followers. Over its 45-year history, WEF has convened business, political, and social leaders to solve the world’s most complex challenges — from sustainable development and international trade, to food security and access to health care.
What does an agenda-setting organization like WEF do to foster dialogue with its audience and keep them engaged? And how does an organization accustomed to engaging world leaders and influencers reach out to the public to share its message [...]
As brands seek new ways to tell their stories, some are finding value in creating brand museums to showcase their company history and heritage. Whether it’s a dedicated space in a flagship store or global headquarters, or a standalone venue such as the Harley-Davidson Museum in Milwaukee or the Mercedes-Benz Museum in Germany, nostalgic on-site visitor experiences can be an effective form of content marketing.
Nostalgic on-site visitor experiences can be an effective form of #contentmarketing says @dawnpapandrea. Click To Tweet
“Heritage plays really well with audiences,” says Jason Dressel, managing director of client strategy and development for The History Factory, a heritage-management agency that recently helped launch the New Balance Global Headquarters Visitor Engagement Cente [...]
Most marketers know that having a documented content marketing strategy and understanding one’s audience are vital for success. Where you may fall short, however, is by under-investing in media research — the type of research that will help uncover how you will distribute and promote your content before you create it. That comes from Chad Pollitt, vice president of audience and co-founder of Relevance, and author of The Content Promotion Manifesto.
“Research will not only tell you who you’re writing for, it will also uncover how you’re going to promote your content from an earned and paid perspective,” he says.
In other words, the days of “if you build it, they will come,” are over, says Pollitt. Today’s content marketers must connect with audiences on their turf.