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 April 3, 2016

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

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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]

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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

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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?

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By clare-mcdermott published November 13, 2015

Danger Ahead: When Content Distribution Is On Auto-Pilot

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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

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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

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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

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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

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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