That’s one of the key findings included in Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends. This is our second annual UK report, produced in partnership with the UK Direct Marketing Association (DMA). Continue Reading
Our new podcast debuts this week – PNR (Pulizzi and Rose) with This Old Marketing.
Combined, Robert Rose and I have spoken on hundreds of podcasts; but this time, we’ve decided to go out on our own, adding PNR to Content Marketing Institute’s list of high-quality content marketing programming.Continue Reading
Over the last six weeks, we’ve released several 2014 Benchmarks, Budgets, and Trends reports stemming from our international annual content marketing surveys. Today, we are focusing on for-profit marketers in Australia (B2B and B2C) to reveal what content marketers there are doing, and what we can learn from them.
The research, produced in partnership with the Association for Data-driven Marketing & Advertising (ADMA) and sponsored by King Content, shows that 93 percent of Australian companies surveyed use content marketing, and more of them have a documented content strategy, compared with their North American and UK counterparts. Continue Reading
As you may or may not know, I earned my stripes in the publishing business, and had the opportunity to work with over 100 different B2B brands during my time there.
It’s with this experience in mind that I’d like to ask you to name the most important asset to a publisher. Is it the people? The brand image? The facility and its capabilities?
Without an audience, publishers can’t generate any revenue. No one will advertise in their magazines. No one will sponsor their email newsletters. No one will buy any direct company offers. There’s nothing but silence.Continue Reading
Are you a nonprofit professional who is just starting out with content marketing? Or perhaps you’ve been executing for a while now and are wondering how your peers are approaching content marketing? Content Marketing Institute is pleased to announce our first-ever research study on nonprofits. The report, Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America, produced with Blackbaud and sponsored by FusionSpark Media, provides insights on the content marketing habits of 1,714 respondents representing a broad range of nonprofit agencies and organizations. Continue Reading
Of the principles of epic content marketing that I’ve previously outlined, it’s the sixth one that I get the most push back on — namely, that our content needs to be “best of breed.” This means that it must be the most helpful, most interesting, and most entertaining of all content that is available in our field.
The core idea behind this principle is that if our content isn’t truly the best, why should our customers care? With all the information out there in our content niche, our customers have every right to ignore us if it doesn’t truly stand out and make a difference in their lives.
But is this even enough? Do we need to raise the bar even more?Continue Reading