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 March 5, 2017

Best-Selling Author Shares Thoughts on Storytelling, Inspiration, and Creative Process


Before he was the best-selling author of The Martian, Andy Weir was a computer programmer who wrote short stories as a hobby. In his words, “I thought I was writing for a tiny niche audience of hard-core science dorks.” Now working on his second manuscript with Random House, Weir reflects on the journey he took to get here.Continue Reading

By clare-mcdermott published January 26, 2017

How Virtual Reality Could Change Content Marketing


No longer the domains of ultra-early adopters and video gamers, virtual reality and augmented reality are poised to take off in the coming 24 months.

“We see qualities in VR/AR technology that can take this from niche-use case to a device as ubiquitous as the smartphone,” Goldman Sachs Research wrote in its Virtual and Augmented Reality report.Continue Reading

By clare-mcdermott published December 25, 2016

Must-Know Topics, Companies, and People for 2016 [CCO Recap]


For all of us at CCO magazine, 2016 felt like the year when content marketing truly grew up. The year marketers transformed from dabblers – warily testing new channels and tactics – to confident practitioners focused on quality over quantity.

Our magazine focuses on the topics that will push marketers to become better: more efficient, more creative, more ambitious, and even more fulfilled. We know we’ve hit on a worthwhile topic when it’s not easy to summarize into a quick sound bite. The tough ones take time and deep expertise from our community of contributors to pull off well … but the results are worthwhile. Here are my favorites from the year.Continue Reading

By clare-mcdermott published November 22, 2016

How to Differentiate Content in a Crowded Field [Example from Adidas]


Adidas Group’s corporate communications team recently launched a new content platform for athletes and athletes at heart. Often erroneously thought of as a single shoe brand, adidas Group is a product design and development powerhouse that owns a bevy of athletic brands including Reebok, TaylorMade, CCM, and the eponymous Adidas brand.

We spoke to the group’s Senior Director of Content Strategy and Creation Kirsten Keck and Senior Manager of Content Strategy Frank Thomas to understand the strategy behind the new venture, and how the company plans to differentiate itself in a crowded field.Continue Reading

By clare-mcdermott published November 6, 2016

How to Transform Complex Data Into Understandable and Shareable Visuals


Scott Berinato is the senior editor of Harvard Business Review and author of Good Charts: The HBR Guide to Making Smarter, More Persuasive Data Visualizations. Passionate about the transformative power of data visualization inside organizations, Berinato shares how he uses data visualization at HBR and why he thinks we are living on the cusp of a visual data revolution.

Berinato’s book is a primer for non-experts to understand the basic tenets of data visualization. For both content marketers and business managers, effective data visualization is much more than creating a flashy graphic.Continue Reading

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