content marketing in organizational, connected & people-centric context
Put a bunch of PR professionals in a conference room and you get presentations filled with tweetable data (talk to and through the audience), quotes and cases where content marketing, storytelling and social media take center stage. And that’s how it should be. Welcome to the age of the human voice and the integration (or rather: connection) of s … [Read more...]
Have you read the posts lately about the death of social media marketing? I could link to them but I’ll save you the pain. Search. They all have a different angle. Indeed, while some are still proclaiming email marketing is dead, others already say social media marketing is dead. Well, content marketing is dead too. Do you know what killed s … [Read more...]
If you’re looking for tips and tricks regarding the evolutions in brand journalism and the usage of content marketing (oops, I used the term) in branding and PR, don’t read this. If you want an opinion (mine, that is) on the dangers of some content and media evolutions, read on. I have a good friend who’s quite cynical, even more than I am. He se … [Read more...]
What is easier? Optimizing customer experiences and conversion rates or increasing reach and awareness? What is more effective? Conversion and content optimization or driving traffic? Truth is the mix often is entirely wrong and too much focus is on reach and traffic. Because all it takes is money. A few years ago, ZenithOptimedia claimed that of … [Read more...]
Content marketing, inbound marketing, contextual marketing, social media marketing, agile marketing, etc. Getting confused? We’re here to help. While some of all these terms cover important changes, most really are umbrella terms. Many people that are active in inbound marketing, for instance, classify several forms of content marketing as inbound m … [Read more...]
One of the purposes of marketing is to generate (more) sales, revenue and profits. There are many ways to achieve that. However, to be able to forecast the impact of your marketing efforts and get budgets approved, you need to know the marketing ROI. And that goes for content marketing as well. The fact that marketing ROI is an established and … [Read more...]
I promised I would never use words such as 'epic' or 'ultimate' in blog headlines. For once, I'll break that promise. You know that content marketing is about using customer-centric persuasive content in a smart and integrated way to achieve business goals. (Online) content needs to respond, persuade and serve, whatever form it takes. And thus it … [Read more...]
Have you seen that graphic on how complex today’s marketing technology is? In case you haven’t, take a look at it below. The chart isn’t complete. Content marketing software isn’t in it, for instance. Just imagine. The complex landscape of tools reflects the rather complex buyer’s journey of the modern customer. But there’s simplicity as well. On co … [Read more...]
"I found your blog and saw that you were interested in the art and science of modern marketing. My team is promoting an infographic on the topic and I thought your readers might be interested in a relevant follow-up post. The infographic is called The Modern Marketer: Part Artist, Part Scientist and it's located here". An example of blogger … [Read more...]
After the first dot-com bust, “content is king” was the rallying cry of any competent Web worker. Back then this revelation was novel online. Soon after, this mantra became a cliché. As it often goes with clichés, they start out as something true and meaningful. Eventually, the words become common, outlive their value, and are so overused that they’ … [Read more...]
Just as is the case with other marketing tactics and in an integrated marketing approach, a content marketing strategy (not to be confused with a content strategy) is essential to succeed if you want to approach content marketing the correct (i.e. hype-free) way. Such a strategy is built around the buyer journey or customer journey during which … [Read more...]