In this week’s episode, Robert and I marvel at the flurry of new content-based agencies announced this week at the Cannes Lions International Festival of Creativity. We talk about their business models and ponder the challenges they are likely to face. We admire commercial real estate giant CBRE’s new print magazine, which has some solid strategy behind it. We close with a discussion of television, which seems to be enjoying a renaissance of late, despite many predictions of its demise. Rants and raves include the messy and confusing Cannes awards program and what content marketers can learn from a millionaire’s advice (no, really!). We wrap up the show with a #ThisOldMarketing example from Tablespoon by General Mills.Continue Reading
I love the idea of revenue ripples, a term from Doug Kessler that explains the unexpected revenue opportunities that come from building an audience. This is just one of the benefits of the Content Inc. model. Read on to see stories of revenue ripples in action and get inspired to think about your customer experiences in a new way.
Sometimes, you need to get other people to “sign off” on your Content Inc. idea. This is not a slam-dunk plan that is understood easily by, frankly, anyone. That means we need to get buy-in.
Throughout my years in content marketing, I’ve seen two methods work the best when it comes to getting buy-in for new content projects or additional budget or a full-out Content Inc. strategy. Continue Reading
Recently, I took a meeting with a very large company. Just picture one of the largest organizations on the planet. We’ve been trying to form a partnership with them for a long time, but could never figure out a way to get it done. Continue Reading
Through keynote talks, workshops, and webinars, I’ve had the opportunity to present on the topic of content marketing more than 200 times in the past four years. In almost every one of those presentations, I relayed the following information:
“Content marketing doesn’t usually fail because of content quality. The main reason is because it’s inconsistent or it stops.”Continue Reading
In this week’s episode, Robert and I discuss why it’s a big deal that two associations – one in Germany and one in Asia – have adopted names that incorporate content marketing. We show some healthy skepticism toward ArticleBunny, a new website that connects writers with brands and promises to deliver high-quality, engaging content. We reflect on new research about native advertising and share our predictions for what it will look like in three to five years. Finally, we share our opinions about Facebook’s latest algorithm change, which focuses on total time reading (TTR). Rants and raves include a lesson for brands from media business models, airport employees who created an unforgettable story around a lost stuffed tiger, and what the recent social media successes of the Islamic State in Iraq and Syria (ISIS) teach us about agility and scale. We wrap up the show with a #ThisOldMarketing example from Game Theory.Continue Reading
Each August, Content Marketing Institute produces a charity golf event called CMI Golf for Autism. When we launched the event in 2007, we never thought about the business implications of the cause; we only thought it was the right thing to do. The program has been able to contribute well over $100,000 to Easter Seals Northern Ohio, specifically for families with autistic children, for speech therapy needs. We believe in this cause so much that we started our own nonprofit called the Orange Effect Foundation, dedicated to helping families get the support they need specific to aggressive speech therapy.Continue Reading
When I reviewed all of the Content Inc. case studies as I was writing my book, every single one (and I mean every one), looks a little like this:
One person creates tons of consistent content, for at least a year. Then, as they build audience, they start to lay off the gas in the main channel and diversify offerings. That means, for instance, they move from just a blog, to videos, to podcasts, to speaking. In many cases, they limit blogging to once a week or less and have other people create that content. Continue Reading
In this week’s episode, Robert and I discuss the implications of Twitter’s CEO resigning from the company, the social media channel’s strengths as a broadcast medium, and the possibility that it may be acquired by Google. We also ponder a set of predictions for digital’s “third wave” that actually make sense and the implications of Netflix’s savvy distribution deal for Brad Pitt’s new movie. In addition, Robert and I wax philosophical over Medium’s new direction, which puts a surprising amount of emphasis on an old-school form of communication – email. Rants and raves include hating on content marketing and an online retailer’s commitment to patiently grow an audience for its new content portal first – before attempting to monetize it. We wrap up the show with a #ThisOldMarketing example of the week from Brewing TV.Continue Reading
You’re an entrepreneur in a big company or a small company. You’re putting everything you have into marketing, your strategy, and selling your product or service. Unfortunately the ads aren’t working like they used to and prospects aren’t taking your calls. You aren’t the only one. We’re all struggling with this. The online world has taken notice of this trend and is shifting tactics.Continue Reading