Author: Clare McDermott

Clare McDermott is the editor of Chief Content Officer magazine and owner of SoloPortfolio, a Boston-based content marketing provider for professional service firms.You can follow her @soloportfolio.

By clare-mcdermott published November 13, 2015

Danger Ahead: When Content Distribution Is On Auto-Pilot


Andy Crestodina is the co-founder of Orbit Media and one of the best teachers we know when it comes to search engine optimization, email marketing, and social media. In this interview, he speaks plainly about why great content creators don’t always come out ahead, and the dangers of putting your content distribution strategies on autopilot.Continue Reading

By clare-mcdermott published September 27, 2015

Why a Washington Post Editor Left to Work With Starbucks


Starbucks recently partnered with award-winning journalist Rajiv Chandrasekaran from The Washington Post to head up a new media venture. The collaboration between a seasoned journalist and a mega-brand points to an exciting new time for long-form storytelling. Can brands pull it off gracefully? Will consumers accept it?

Rajiv Chandrasekaran worked as a staff writer and editor for The Washington Post for more than two decades. He served as bureau chief in Baghdad in the early 2000s, then as a senior correspondent and associate editor for the paper.Continue Reading

By clare-mcdermott published September 20, 2015

Tech Zen Reveals How He Built Demand-Generation Engine


Over the last four years, Nick Panayi built an elegantly tuned demand-generation engine at CSC, where he leads digital marketing and global brand for the tech infrastructure and services giant. He tells CCO how he manages the complex ecosystem of marketing technologies, as well as the steps taken to create a centralized, integrated content hub.Continue Reading

By clare-mcdermott published April 19, 2015

The Onion’s Custom Content Agency Makes Brands Seriously Funny

the-onion-cco-coverThe Onion, a satirical paper famous for headlines like “I’m Like a Chocoholic, But for Booze” now helps brands create funny content. We interviewed its president, Mike McAvoy, about The Onion’s custom content agency, Onion Labs.Continue Reading

By clare-mcdermott published March 9, 2015

Confessions From a Reddit Junkie and Why You Should Care

Reddit-McDermott-CoverAs a backwoods hiker, I have a morbid interest in bear attacks, and that’s how I first heard about reddit. I stumbled on excerpts from an account by Allena Hansen who was mauled by a bear and managed to drive herself down a rutted mountain road with, as she put it, her “face hanging off.” (Apologies for the goriest opener in the history of CMI.)

Reddit is a little hard to describe to the unfamiliar, but Wikipedia does it well: “Reddit is an entertainment, social networking, and news website where registered community members can submit content, such as text posts or direct links.”Continue Reading

By clare-mcdermott published January 30, 2015

Society of Grownups Designed to Delight and Educate Audience


A few months ago, MassMutual quietly opened up the most ambitious, exciting content project we’ve seen in a long time. The Society of Grownups teaches classes, hosts supper clubs, and offers one-on-one financial advice … all with a bohemian vibe.

On a Saturday evening in November, I walked into an airy retail space in a hip neighborhood outside Boston. Inside, the converted storefront is part library, part bar, and part modern classroom outfitted with the latest technologies. The interior would make any design junkie swoon.Continue Reading

By clare-mcdermott published January 9, 2015

The Wizard of Moz Talks SEO and Shares Tips for 2015


Rand Fishkin, founder of Moz, a leading inbound marketing software company, and host of the popular video series, Whiteboard Fridays, answers questions about what he wishes marketers understood about search, and tips for upping your game this year.

Marketers seem ambivalent about search these days. As Google focuses more and more on quality content, there’s a growing sense among marketers that search isn’t as important as it once was. What do you wish marketers understood about SEO, and what are their blind spots?Continue Reading

By clare-mcdermott published December 30, 2014

19 CCO Articles in 2014 That Every Marketer Should Read

CMI_CCO_1230_Clare-01Over the last 12 months, CCO magazine doubled down on content marketing strategy for executives. While we still publish some how-to, tactical information, we are more focused on publishing content that helps marketers refine their existing systems, and prepare for future disruptions. Picking my favorite articles from 2014 is a little like asking me to choose my favorite child, but I did it. (Note: The titles are from the print version.) If you have a print issue, look these up, as we often feature sidebar content that doesn’t make it online. (If you don’t subscribe to the print version of CCO, make sure you sign up today – it’s free.)Continue Reading

By clare-mcdermott published December 23, 2014

Star Shares What Content Marketers Can Learn From The Entertainment Industry


I had the pleasure of interviewing Academy Award winner Kevin Spacey at this year’s Content Marketing World. Spacey opens up in this interview about nurturing creatives in the entertainment industry, collaborating with non-media brands, and crafting binge-worthy stories.

McDermott: Do you think non-media brands can pull off the kind of rich, nuanced storytelling we see coming out of the entertainment industry?Continue Reading

By clare-mcdermott published November 4, 2014

Choosing the Right Marketing Technology: The Yelp of Software Reviews

G2 How do you make the right choice when buying content marketing technology? You can start the review process with G2 Crowd, which offers crowd-sourced enterprise software reviews. But unlike some review platforms under fire for spam, G2 authenticates each review by connecting members to their LinkedIn profiles.

G2 disrupts a market dominated by big market research firms like Gartner and Forrester because it covers smaller tech startups and highly specialized verticals – something the big research firms can’t duplicate cost effectively. And the results of G2’s lengthy surveys (as many as 60 questions) offer extremely thorough, robust information about individual products, as well as aggregated information about how users are deploying and optimizing software.Continue Reading