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
Author: Clare McDermott
Clare McDermott founded SoloPortfolio in 2007 on the premise that professional service firms need support from marketers with financial and operational work experience. Clare holds an MBA in Marketing and Finance from the F.W. Olin Graduate School of Business at Babson College and an MA in American Literature from Washington University. She is passionate about writing, design, cycling, and virtual entrepreneurship. You can find her blogging about content marketing for professional service firms at Studious or follow her @soloportfolio.
By clare-mcdermott published May 8, 2013
Corporate Storytelling: Cross the Paid, Earned, and Owned Divide
By clare-mcdermott published February 12, 2013
Branded Content Broadcasting: Examples from Brand Media Moguls
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
By clare-mcdermott published January 16, 2013
How Your Content Marketing Benefits From a Listen, Ask, Share Approach
Sandra Zoratti
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
By clare-mcdermott published January 13, 2013
How Nonprofits Can Sidestep Content Marketing Pitfalls
Michael Buller
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
By clare-mcdermott published January 8, 2013
Inside An Explosive Content Marketing White Paper Strategy
Curt Porritt
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.
Curt sat down with the Content Marketing Institute to discuss his organization’s white-paper success and share how testing has helped drive content choices.Continue Reading
By clare-mcdermott published December 19, 2012
How to Keep Your Compelling Content Engine Fueled and Running Smoothly
Amanda Nelson, Salesforce Marketing Cloud’s Manager of Content
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
By clare-mcdermott published December 9, 2012
How Your Content Marketing Strategy Can Drive Growth
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
By clare-mcdermott published December 4, 2012
Content Marketing to Captivate an On-the-Go Audience
Digital place-based media — the screens you see at the grocery checkout or in the back seat of your taxi — offers brand marketers a unique way to reach a particular customer at a particular moment. But does filling up these moments of boredom make sense?
We spoke to Garry McGuire, CEO of RMG Networks, about why digital place-based media is taking off, and what to consider before jumping in. Continue Reading
By clare-mcdermott published November 28, 2012
How Influencers Have Ignited IBM’s Content Marketing
IBM’s Leslie Reiser
As one of the world’s best-known tech brands, IBM faces unique challenges — trying to ramp up its presence in an existing market where it is lesser known, for example. Leslie Reiser, IBM’s Program Director for Digital Marketing Worldwide, is facing that challenge head-on. Continue Reading
By clare-mcdermott published November 15, 2012
Enterprise-Wide Content Marketing: One Company’s “Crazy” Vision
Michael Brenner
As Senior Director of Integrative Marketing and Content Strategy at SAP, Michael Brenner is his company’s first content marketing evangelist. He single-handedly launched a content marketing program that leverages a mix of original, repurposed and external content to get SAP’s message across.
But it isn’t all fun and games for Michael. The size of his company presents unique challenges — not the least of which is how to implement content across the entire enterprise.Continue Reading
