In this episode, Robert and I debate whether Apple’s decision to give away 500 million copies of U2′s new album was a brilliant content marketing coup or a creepy cautionary tale. We marvel at the growing number of software solutions for content marketers, and explore the growing gap between ad agencies and client needs. Rants and raves include a brilliant response to an online advertising critic’s rant about its shortcomings, an amazing example of storytelling as advertising by a nonprofit, and a smart viewpoint on how Content Marketing World can evolve to help break down silos within organizations. Our #This Old Marketing example of the week focuses on AllRecipes.com.Continue Reading
Adaptive content is a content strategy technique designed to support meaningful, personalized, interactions across all channels. The urgency of supporting personalization that considers multiple channels is apparent from stats like 94 percent of businesses saying personalization is key to success, and 48 percent of shoppers saying they’d like to use a phone to shop while in stores. But it’s more than retail and B2C. Every business model is impacted. We’re now in a multi-channel world where all consumers want tailored delivery.
As we explore adaptive content’s very significant potential, we will also define and contextualize omni-channel content strategy and examine the value proposition they hold for content marketing.Continue Reading