I recently celebrated my eighth year as an entrepreneur. What an interesting road it has been.Continue Reading
In this week’s episode, Robert and I ponder how Facebook’s dominance in online advertising is likely to grow with the debut of Instant Articles, and take issue with one author’s glowing prediction that it will become the “Pangaea of publishing.” We also consider the News Reader Apple announced this week and how it will compete against Facebook. Honda shows us what happens when an organization launches a good idea, but then doesn’t support it, and pulls the plug too early. Finally, we discuss how The Onion handles sponsored content while maintaining its satirical brand voice. This week’s raves include a brilliant 12-year-old who launched a media empire, a creative job listing, and a book that contains excellent advice for marketers who want to be better storytellers. We wrap up the show with a #ThisOldMarketing example of the week from How To Cook That.Continue Reading
Starting a business practice with the content-first mentality is not easy. It will open you up for criticism. To combat this, you’ll have to develop some thicker skin.
Let me give you a personal example. It’s very difficult for me to receive any kind of criticism at all. It affects everything about me. I internalize it, and not always in a positive way. After last year’s Content Marketing World, I read all the reviews. Now, while most of the reviews, mind you, were glowingly positive, a few were negative (really negative). Really negative. They didn’t like the food. They couldn’t get into certain sessions. Some didn’t like Cleveland. I was in a bad state about this for days.Continue Reading
I started in the publishing industry in February 2000 at Penton Media. I learned what great storytelling was all about from my mentor, Jim McDermott. Jim constantly talked about the importance of “listening posts.” Listening posts are all about getting as much feedback from a variety of sources as possible so you can find the truth. Like any content-driven project, audience comes first.
Setting up listening posts is critical for all editors, journalists, reporters, and storytellers to make sure they truly know what is going on in the industry. For you, listening posts are critical so that you can identify your content tilt, and make sure it’s an opportunity for you to differentiate yourself. All of us need listening posts to truly discover our customers’ needs. The following are all means of getting feedback from customers – in effect, functioning as listening posts.Continue Reading
In this week’s episode, Robert and I announce that CMI has launched Content Inc., our new platform focused on the needs of entrepreneurs, business owners, and start-ups. Next, we dig into Mary Meeker’s annual technology trends report, which is full of amazing facts and opportunities; we touch on developments in mobile, enterprise software, and millennials’ growing influence. After a discussion of how start-ups can use content marketing, we explain how brands should respond to Google’s new “Phantom” update, and why claims about advertising automation technology are highly overrated. Raves include a savvy job seeker who used engaging content to land her dream gig and the strategy Traveler’s Insurance is using to grow a killer content team. We wrap up the show with this week’s #ThisOldMarketing example from Band-Aid.Continue Reading
It’s hard to believe that I’m coming up on eight years as an entrepreneur. As we’ve grown at CMI, I’ve leaned on many critical resources and I keep them pinned to my office wall — such as Mark Fletcher’s 15 Startup Commandments, Dharmesh Shah’s Startup Triplets, and Fast Company’s 10 Common Mistakes Startups Make.
Although it’s hard to clearly identify what success factors have been the most critical during our journey on “the road less traveled,” here are the ones that I believe have made the most impact on me, on our company, on our amazing employees, and — most of all — on our valued customers.Continue Reading
In this week’s episode, Robert and I discuss CMI’s purchase of the U.K.-based Content Marketing Show and plans for redeploying it in a new format. Next, we ponder what’s really behind Verizon’s recent purchase of AOL and dissect why Spotify has decided to add videos and podcasts to its popular music service. Next, we turn our attention to two articles that claim to reveal the problems content marketers face – while offering no advice on how to solve them. Rants and raves include Purina’s stagnant puppy-care microsite and a fascinating perspective on customer experiences and content marketing. We wrap up the show with this week’s #ThisOldMarketing example from Fresh Fork Market Almanac.Continue Reading
I’m a big fan of origin stories and learning how a business evolved into a success. Often, some of the early decisions made all the difference. If we don’t get the detail behind the start of these businesses, we oftentimes think they are overnight successes. Well, in almost all cases, there are no overnight successes.
Many people think that Content Marketing Institute was an overnight success. Little do they know that we struggled for over three years just to make progress, and there were more than a few moments where I almost called it quits entirely.Continue Reading
Peter Thiel, co-founder of PayPal (along with Tesla founder Elon Musk), and Facebook’s first outside investor, believes that most businesses copy other businesses, and thus fail. He says:
Figure out something that nobody else is doing and look to create a monopoly in some area that’s been underdeveloped. Find a problem nobody else is solving.Continue Reading