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
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
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
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
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.
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
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
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?
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
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