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 September 25, 2016

Podcasting Pioneers Explain Value of Audio Content and Rookie Mistakes to Avoid


As This Old Marketing approaches its 150th taping, Joe Pulizzi and Robert Rose wax philosophical about why podcasting is so powerful, and the rookie mistakes they now avoid.

A handful of marketing contrarians have been predicting a spike for podcasting for a few years. While a steep climb hasn’t materialized, audio content is rising steadily in popularity year over year. According to the Pew Research Foundation, the percent of Americans who had listened to a podcast within the previous 30 days more than doubled between 2008 and 2016 (9% to 21%). The numbers look better among younger Americans. A study by ypulse found 35% of Millennials ages 18 to 34 regularly follow at least one podcast.Continue Reading

By clare-mcdermott published September 15, 2016

What Is Content Intelligence?


Jordan Koene, vice president of services and chief evangelist at Searchmetrics, answers our questions, explains what the term “content intelligence” means, and offers practical applications for marketers.Continue Reading

By clare-mcdermott published August 11, 2016

LEGO Shares Building Blocks for Social Media Content Fans Love


Named recently as the “world’s most powerful brand” by Brand Finance, the LEGO company is both a consumer-goods company that produces interlocking bricks, and a media giant with a massive portfolio of films, online videos, books, and games, to name just a few.

Lars Silberbauer, global director of social media and search at LEGO, recently talked to Chief Content Officer magazine about what it’s like to work for such a beloved brand, and how his team stays limber enough to understand and respond to its audience each day.Continue Reading

By clare-mcdermott published July 10, 2016

How to Tell Stories Your Readers Crave: Ideas From a Content Powerhouse


Unlike other companies that struggle to create compelling stories, Autodesk’s content marketing team wrestles with prioritizing an abundance of exciting topics to write about at the intersection of design, technology, and innovation.

Go behind the scenes at a content powerhouse.Continue Reading

By clare-mcdermott published June 28, 2016

Inside the Mind of a Journalist in the Business of Content Marketing

mind-journalist-content-marketingCameron 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

By clare-mcdermott published May 30, 2016

Documentary Storytelling: 6 Examples From Brands That Nail It

Documentary Storytelling

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

By clare-mcdermott published May 23, 2016

Celebrity Shares How Brands Can Benefit in the Snapchat Scene

Brands Benefit Snapchat Scene

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

By clare-mcdermott published April 3, 2016

How One Brand Uses Insanely Useful Content to Help Customers Make Better Decisions


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

By clare-mcdermott published December 27, 2015

Quick-and-Dirty Roundup of Content Marketing Trends [Best of CCO 2015]


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

By clare-mcdermott published December 11, 2015

Future Watch: Expert Talks Social Media Ideas for 2016


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?

Continue Reading