Eight years ago, podcasting was held up as the “Next Big Thing.” Chris Brogan, author of The Impact Equation and longtime podcasting fan, thinks it’s finally ready to take off as a viable channel in your content marketing plan. Continue Reading
Betabrand sells clothing with a quirky, California feel. The company has managed to turn a relatively small product line into an internet sensation by offering strangely appealing oddities (e.g., Disco Pants) and by encouraging customers to become brand storytellers by sharing photos and videos of their lives.
Now the company’s founder, Chris Lindland, is poised to push Betabrand from boutique to blockbuster. But can he sell a pair of khaki pants as successfully as he sells Executive Hoodies and Beardymon Mullet Socks? Read on to find out why we think he can.Continue Reading
According to CMI, 57 percent of marketers feel publishing original research is an effective content tactic. But let’s be frank, much of what passes for “research” is just a small cut above a Survey Monkey experiment led by your summer intern (no offense to hard-working summer interns).
Tellabs happens to do original research well. Really well. And George Stenitzer, CMO of Tellabs, did not disappoint when we asked him to talk about Tellabs’ success using original, robust original research as part of its thought leadership strategy.Continue Reading
Paid, earned, and owned media. The phrase may be a marketing workhorse, but with the explosion of digital channels and new technologies, “paid, earned, and owned” is a lot less useful as a way of looking at media strategy and spend than it used to be. As the lines between the three categories of media have eroded beyond recognition, marketers need to rethink how they spend marketing dollars, staff teams, drive strategy, and collaborate with agencies. Continue Reading
In an up-and-coming neighborhood on Chicago’s north side, you’ll see a storefront filled with top-of-the-line Sears brand products — from gourmet Kenmore ranges to front-loading washers and Craftsman tools. But don’t take out your wallet, because this space is unique. You can’t buy anything here. The space is Sears brands’ Kenmore Craftsman Brand Live Experience, essentially a recording and production studio for capturing live, streaming branded video content, hosting DIY radio shows, and capturing building and cooking demos.
You know all those people talking about big brands becoming media companies? Kenmore Live Experience is that transformation. And it’s quite a leap.Continue Reading
A published author and accomplished marketer, Sandra Zoratti currently serves as VP of Marketing for Ricoh. Her formula for creating content that sparks a business conversation has found great success for the international technology solution provider.
She recently offered some insights for CMI readers on her “listen-ask-share” formula in Ricoh’s content creation and outreach. Continue Reading
For the last five years, Director of Editorial & Creative Services Michael Buller has helped shape content marketing strategy at the Dana-Farber Cancer Institute. He’s found great ways to tiptoe around that nonprofit four-letter word (marketing), shaping a content-focused strategy for his organization. He recently told us how he overcomes the challenges of his industry.Continue Reading
As Senior Vice President of Marketing for MasterControl, Curt Porritt leads the content marketing charge at his company. White papers have taken center stage at MasterControl, a B2B company that works with pharmaceutical, biotechnology, and related organizations on compliance issues.
It took some time, but Curt and his team of writers have put together a massive library of content that positions MasterControl as a standout in its industry. It hasn’t always been smooth sailing, either — but it’s often a long road to success.
Popular social media management platform Radian6 went through a major transition when Salesforce recently acquired the business. As Manager of Content for the newly created Salesforce Marketing Cloud, Amanda Nelson helped transition the organization’s content as part of the rebrand.
Her job is to create and curate content for the Salesforce Marketing Cloud community. She manages everything from the blog and eBooks to webinars and infographics — with the help of a content team, of course.Continue Reading
Brenda Spiering is the editor of BrighterLife.ca, an online money, health, and wellness publication created to funnel traffic back to Sun Life Financial’s main website. The publication has been incredibly successful in reaching its goals. Brenda recently shed some light on BrighterLife’s content strategy. Continue Reading