content marketing in organizational, connected & people-centric context
Google+ may be growing, but anyone who spends time on it wishes it had more engagement with their connections and more content being shared. Unfortunately, it doesn’t. Why is this happening? It is not just lack of people, it is the lack of integration with the content marketing ecosystem. Even though there is a great mobile app for Android and i … [Read more...]
Good content marketing is about providing the right content and information at the right time to the right people. That's the essence. If you know who your buyers and target audiences are and how, when and where they look for information and find content, you have a strong basis. Google understands that and keeps taking important steps in making … [Read more...]
This might very well be the second most personal blog post I wrote in the 46 years I’m walking around on this earth. Lately I increasingly become irritated when I read some of the things ‘thought leaders’ write and the marketing content that gets 'produced'. And it shows. Not just on this blog but elsewhere too. It's not the first time that hap … [Read more...]
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...]
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...]
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...]