By Michele Linn published October 31, 2014

How To Turn Your Customers into Brand Fans: 3 Examples

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Is there anything better for you as a marketer than having your customers share their passion for your company or product?

Not much.

In the content marketing space, we spend a lot of time (maybe too much time) focused on brand awareness. We don’t focus enough energy on using content to turn our customers into advocates or strengthen their evangelism for our brands.Continue Reading

By Pamela Muldoon published October 30, 2014

The Pivot: From Documentary Filmmaker to Brand Storyteller

Pivot_BARRY-01As content marketers, we are challenged with developing a great story for our brands or clients. But what truly makes a great or compelling story?

In this conversation, Todd Wheatland sat down with Barry Poltermann, President of About Face Media. Barry and his team use their background of documentary-style filmmaking to create interesting and unique visual stories for brands all over the world. Employee stories like this challenge documentary from 3M and customer stories like Stefano’s for Tesla Motors show how About Face Media brings the authentic emotion of a documentary-style film to content marketing.Continue Reading

By Neil Patel published October 30, 2014

11 Killer Tips to Leverage SlideShare’s Power in Your Visual Content Marketing

crowd-presentation room SlideShare is the “quiet giant of content marketing,” according to Forbes contributor Steve Olenski. But with the kind of attention it’s getting, one can hardly call it quiet anymore. Giant? Yes.

Before I divulge its secrets, let me tell you how giant SlideShare is according to CMO.com and SlideShare.com. It has more traffic from business owners than any other major social media platform. As the world’s 121th most visited site, SlideShare has: Continue Reading

By Erin Rodat-Savla published October 29, 2014

Analyzing Human Data: Take a Dive to Find Out What Your Customers Really Feel

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With social listening tools now commonplace, plenty of companies keep track of what people say about them online. What they find, however, is there’s a big gap between tallying brand mentions and deeply understanding what customers (or potential customers) really think and feel.

Most social listening tools can’t make sense of subtlety: They can’t make out complex human interactions, such as expressions of irony or playfulness. They still struggle to interpret still and moving pictures. They can’t keep up with fast-changing abbreviations and memes.Continue Reading

By Andrea Serrette published October 28, 2014

How to Turn Research Into Content Marketing Strategy AND Tactics

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Did you know that Darth Vader is polling higher than all potential 2016 presidential candidates?

Yes, it’s true, according to the recent Washington Post article, which recapped the results of a clever survey by Nate Silver’s respected statistical analysis firm, FiveThirtyEight.

Stepping outside of its usual political and sports predictions to bridge the gap between politics and science fiction yielded the surprising (and funny) survey result — and garnered media attention beyond the usual wonks and sports writers who closely follow Silver’s blog.Continue Reading

By Joe Pulizzi published October 27, 2014

How I Missed On Every 2014 Content Marketing Prediction

50 content marketing predictions

Yes, it’s that time again.

This will be our seventh year putting together content marketing predictions. (For the record, you can also view what was forecast for 2009201020112012, 2013 and 2014.)

Before we take a look at my failed 2014 predictions, I’d love it if you could throw your hat into the ring and share your predictions for 2015.Continue Reading

By Noz Urbina published October 27, 2014

How to Adjust Your Content Strategy for Adaptive Content Personalization

adaptive-content-strategy In a recent CMI post, I explored the omni-channel technique of adaptive content. As a follow-up, I wanted to dive a bit more deeply into the changes marketers and content strategists will need to make, in terms of how we think about and plan our content models and content marketing strategies to actually make them adaptive.Continue Reading

By Jay Acunzo published October 26, 2014

The Sticky Note: A Stupid-Simple Approach to Better Content Marketing Brainstorms

 

15263966105_018a8d4c5c_oAsk a hiring manager about the marketing team’s approach to brainstorming, and what he’ll tell you could be captured in this headline: “Brilliant, Cohesive Team Creates Amazing New Ideas to the Delight of Millions Everywhere – High Fives Ensue.”

But in reality, the vast majority of group brainstorm sessions fail to do anything but waste our time and our employers’ money. It’s not like we aren’t trying, since I suspect nearly all of you have led or joined such a meeting, but we keep ignoring the science and the data behind idea generation to establish a best practice for content marketing brainstorming.

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By Joe Pulizzi published October 25, 2014

This Week in Content Marketing: Have We Ruined Storytelling?

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

This week, Robert and I ponder the ANA’s acquisition of the BMA, and take issue with a column lamenting the “good old days of content.” We also dig into the smart reasons Copyblogger has given for killing its Facebook page, explore the implications of yet another content agency mega-deal, and discuss “priceless” advice from MasterCard’s VP of global digital content. I rave about a fascinating “Meet Me at Starbucks” video, while Robert applauds a timely reminder from the late management guru Peter Drucker about the period of great transformation in which we live and work. We wrap up the show with a #This Old Marketing example from Qualcomm Spark.Continue Reading

By Michele Linn published October 24, 2014

Is Paid Advertising Worth It? B2B Content Marketers Share Their Insights

dollars-426026_640Did you know effective B2B marketers are using paid advertising more often than their less effective peers?

While we have talked a lot about the need for a documented content marketing strategy, CMI research also reveals that effective marketers are using more paid advertising, which makes sense. As we often say, you need to market your marketing. And, while earned and owned media are quite prominent, those who fare better in content marketing rely on paid media as well. Our qualitative, executive research and conversations with marketing leaders reveal the same thing.

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