Have you heard? Video on the web is popular. OK, I state the obvious – but video has truly emerged to become both a huge opportunity and challenge for brands in their content marketing efforts. In terms of how big the opportunity is for B2B marketers in particular, consider that a study by Forbes and Google found that 75% of senior executives watch work-related videos on business-related websites at least weekly.
The reinvention of marketing is a road, not a door.
We’ve certainly had a few adventures over the last year as we’ve helped enterprises of all sizes work through elements of their content marketing journeys. One of the biggest insights I’ve had is how many of the content marketers come to success with absolutely no idea when they crossed over from “struggle” to “success.” It’s as if one day they just woke up and realized they’ve been operating in a completely different way and, yeah, it’s working.Continue Reading
Agile is a tune to which all the marketing kids are dancing these days. But, interestingly, what gets lost in translation is the distinction between being fast and truly being agile.
The exponential growth of content marketing has revealed an interesting skills gap that is hindering the efforts of companies to transform content marketing from a promising set of experiments into an agile, scalable, strategic function in the business.Continue Reading
Is content a sustainable competitive advantage?
No. It’s not. And, now let me tell you why.
A reporter was interviewing me a couple of weeks ago for our upcoming book launch and he asked if he could “push back” a little on a word that I used. It was a word that, in his mind anyway, was one that we marketers tend to throw around a lot. I said “sure, push away.”
The word was “strategy.” He said, “Tell me – what is strategy?”
OK, yeah, time to go get a cocktail.
One of the overriding themes to emerge in marketing during the last 15 years is the end of “interruptive” advertising. From Seth Godin’s Permission Marketing back in the late ’90s to inbound marketing and even content marketing more recently, the central idea is a world where audiences opt in for content that ultimately helps to position a brand more favorably in the eye of the customer.
But what’s happened is that in many cases interruptive advertising is mistakenly seen as synonymous with paid media. In other words, the idea of the 30-second paid spots, banner ads, full-page spreads, and even cold calls as methods to engage a potential customer is considered antiquated. And a good argument can be made that this idea creates a large portion of the drama and confusion around native advertising.Continue Reading
Consumers have changed. Great digital experiences are no longer new … they are expected.
In response, marketing departments have flexed and stretched with each new disruption, channel, and technology … but only within the existing bounds of their confined, comfortable, and well-worn structures.Continue Reading
When I say the words “marketing data” what’s the first thing that comes to mind? If you’re like most marketers – it’s probably math, numbers, analytics; basically the statistical information that provides us insight into becoming more effective. Yuk. It’s like medicine – hard to swallow but we know we need to take it to get better.
But it’s actually so much more than that. Data can truly be tasty: valuable information we collect, analyze, and use to deliver better content to our audiences and really improve the impact of the experiences we’re creating.Continue Reading
As we begin our exploration and journey toward intelligent content, we wanted to introduce CMI’s philosophy on intelligent content and invite you to come along on the journey.
If you haven’t seen the movie (and play), The Search for Signs of Intelligent Life in the Universe written by Jane Wagner and starring Lily Tomlin, do yourself a favor and find it. Near its end, there’s a scene where Trudy, a homeless person and guide to aliens (yeah, just go with it), is relaying her experience of taking the aliens to a play. After it’s finished the aliens have goose bumps; they completely loved the experience. But it wasn’t the play that gave them the goose bumps, it was the audience. See, Trudy forgot to tell the aliens to watch the stage.
“…to see a group of strangers sitting together in the dark, laughing, and crying about the same things… that just knocked ’em out. They said, ‘Trudy, the play was soup … the audience … art!”
As practitioners of content – don’t we all hope to create that kind of art?Continue Reading