Cameron Conaway straddles two worlds. He’s an award-winning freelance investigative reporter focused on human rights. He’s also the content marketing manager for Flow, a task-management solution. Cameron believes journalists’ ethos can inspire marketing teams, and he entreats marketers to take bigger risks with content.Continue Reading
You would be hard pressed to find a marketer in 2016 who doesn’t believe that publishing content is as important or more important than paying for advertising. Yet somewhere in the race to publish more, hit more channels, and optimize reach, we’ve lost sight of the art of great content creation and the returns from more ambitious projects.
In my mind there is not a more powerful – and more underused – medium than the documentary film. Brands rarely take on artistically complex video projects because they require a level of creative and technical talent that most brands (and even many of the agencies that serve them) don’t have access to. Of course there are some that pull it off beautifully. Brands like Patagonia are master documentary storytellers. These brands are immersed in the visual world and have a clear point of view to share with their audiences.Continue Reading
Snapchat burst on the scene in 2012, but in those early days brands mostly stayed clear – in part because it became classified as the “sexting app,” and in part because it wasn’t immediately evident to brands how to use the platform.
In the last year all that has changed. Snapchat added functionality that helps brands tell less-fleeting stories and reach a wider audience. Even more, a handful of Snapchat celebrities are gaining massive followings … and letting brands in on some of the fun.Continue Reading
With complex decisions to make each year – from adjusting capital expenditures to figuring out the amount and timing of fertilizer applications – farmers must analyze reams of data to keep their operations running profitably. PotashCorp saw an opportunity to provide utility-based content that would not only inform farmers, but also influence mission-critical decision-making.
As the largest manufacturer of fertilizers by volume, PotashCorp was particularly hard hit by an industry-wide drop in fertilizer sales. In 2012, it experienced a sales decline of 18% in the United States driven by the cyclical nature of the commodity business. Agronomists at PotashCorp knew, however, that by saving money on potash (a naturally occurring salt mined from the earth), farmers were missing out on higher yields.Continue Reading
Let’s ditch the pretense that you’ll have a quiet weekend to catch up on reading and pen your list of personal goals for 2016. Instead, I’m offering you a quick-and-dirty roundup of my favorite CCO articles over the last 12 months. Pick one article for each month listed and read it in full. You’ll be done in 35 minutes – and have some great ideas for that 2016 planning. I promise.Continue Reading
Social media expert Ian Cleary explains some fundamentals social media marketers still can’t seem to master, as well as next-horizon ideas to apply in 2016.
CCO: What do marketers struggle with most in social media?
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
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
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
The 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