When you land at NetBase.com, the online home of a company that sells serious software to major enterprises, a comic book character greets you — NetBase calls him “Captain Insight,” a super hero of “social intelligence.” The masked man has the super power needed to unlock the customer’s mind.Continue Reading
Author: Barry Feldman
Barry Feldman is a freelance copywriter, creative director, and content marketing creator and consultant. He specializes in persuasion and engagement. If you would like a piece of his mind, visit Feldman Creative and his blog, The Point. You can follow him on Twitter @FeldmanCreative.
By barry-feldman published October 30, 2012
A Content Strategy that Brings New Meaning to Metrics
By barry-feldman published October 19, 2012
Compelling Content on Wheels: A Different Kind of Mobile
I put gas in my environmentally irresponsible, old guzzler van today. It hurt. To ease the pain, what do you say we talk about bikes instead? We’ll talk a bit about beer, too. Bikes. Brews. I’m feeling better already. Care to join me?
As random as it all sounds, our program is actually about brand storytelling, with the content coming in the form of a live bicycling event from one of America’s great breweries, New Belgium, makers of Fat Tire Amber Ale.Continue Reading
By barry-feldman published October 4, 2012
Say It with Skype: Content Marketing with Booming Beats
What’s VoIP kingpin Skype to do when it needs to promote its premium group video-calling feature to non-subscribers?
The content marketing minds at the company huddled up, then invented an e-greeting app that anyone can use, from anywhere, to compose a personalized video message and send it along to friends.Continue Reading
By barry-feldman published June 26, 2012
Lessons from the Content Marketing Hall of Shame
You’ve been spending some time here at Content Marketing Institute and making the rounds a bit to get schooled on what’s going on in online marketing. This article probably won’t offend you one bit.
Alas, when any floodgate opens, in an effort to protect the pure, we must identify and extract the impurities that gush forth. Content marketing is hardly immune from streams of crapola. In fact, it’s inevitable — the more skilled practitioners there are, the more the wannabes swarm in on their coattails.Continue Reading
By barry-feldman published February 1, 2012
The Essential Playbook for Winning the Content Marketing Super Bowl
Ah, the sounds of padded bodies colliding; the tension of “third and long;” the pain of the untimely turnover. At this time of year, football rules.
After 16 games and a January jammed with nail-biting playoff battles, two teams remain to face off in the biggest brouhaha in all of sport. Behold the undefeated ruler of the media universe: the Super Bowl.
What does this have to do with content marketing?
By barry-feldman published December 13, 2011
Your Site is the Mousetrap, Your Content is the Cheese
Mice aren’t attracted to mousetraps. They’re attracted to what you put on it. The same goes for websites. What are you putting on yours?
Let’s start with a dead mouse
When you run down to the hardware store to invest in a mousetrap, I’m quite sure you have a very clear idea of what you’re trying to accomplish. So start with the end in mind. (Ick. It’s not the prettiest metaphor I’ve ever created.)
