By Robert Rose published November 9, 2014

No More Boring Brands: Creative Content from a Conservative Company

Caterpillar’s Renee Richardson gave the instruction to “do something cool” and the results turned into a rousing B2B marketing success, breathing new energy into the staid, conservative brand. Learn how it started with three quirky videos that launched the company into social media stardom. Continue reading

By Clare McDermott published November 4, 2014

Choosing the Right Marketing Technology: The Yelp of Software Reviews

How do you make the right content marketing technology choice for your company? Check out G2 Crowd, where reviewers are authenticated and you don’t have to be a member to view the majority of information on the site. Read more about how this small company is disrupting the big market research firms, and what it means for your software product search. Continue reading

By Kevin Lund and Eileen Sutton published November 2, 2014

Why Your Brand Should Speak Human

In the transition away from bullhorn marketing, brands still struggle to find their story and voice. Despite knowing better, marketers slap brand messages across social-media platforms instead of creating real conversation and meaningful brand narratives. Consider a few tips on how to “speak human.” Continue reading

By Erin Rodat-Savla published October 29, 2014

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

Plenty of companies track what people say about them online. Tallying brand mentions, though, won’t reveal what customers or prospects really think and feel. What if machine learning could help marketers know a person’s intent? Continue reading

By Brad Young published October 19, 2014

How Merrill Lynch Uses Content Mapping to Reach Affluent Americans

Bank of America Merrill Lynch is in the relationship business – understanding and responding to their customers and prospects’ financial needs and concerns. Learn how its marketers boost their business with content mapping and discovery – bringing together online and offline to create the perfect relationship.
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By Jonathan Crossfield published October 8, 2014

Are Social Media Content Agencies and Experts Taking You for a Ride?

Are some social media agencies, consultants, and “experts” taking advantage of their clients by over thinking and overcharging for mediocre or ineffective tactics? Take a look at how needless complications may be subjecting the whole social media content industry to credibility fallout. Continue reading

By Vanessa DiMauro published October 5, 2014

Why Listening Communities Belong in Your Marketing Strategy

You’ve worked hard to make sure your content is well-written, well-produced, engaging, and useful. But how do you know whether your audience is really paying attention? We all know what it’s like when someone won’t stop talking — it’s difficult to stay engaged. Have you tried listening to your audience to guide your efforts? Find out why listening communities belong in your marketing strategy. Continue reading

By Jonathon Colman published September 28, 2014

Why Content Strategists Shouldn’t Lose Sight of Actual People

It seems that many marketers on the whole may struggle to understand the discipline of content strategy. So a few content strategists were asked to get thoughts on the subject from Facebook content strategist, blogger and author Jonathon Colman. From this discussion, find out why content strategists (and marketers) shouldn’t lose sight of actual people. Continue reading

By Roanne Neuwirth published September 21, 2014

Why White Papers Still Matter: Their Role in Effective Content Marketing

The white paper is not dead. While versions of the concept may have proliferated and diluted its potential power, if done right the white paper still matters. Find out more about the best way to leverage this old marketing workhorse for effective content marketing given our plugged-in, multi-channel world. Continue reading

By Kirk Cheyfitz published September 14, 2014

The Future Is Now: 4 Rules for the Post-Advertising Age

Despite everything we know, the entire media industry keeps talking about “the future of advertising” as if it was, well, way off in the future — like a remote land we might visit one day. It’s a little late for another debate on the future of advertising. But there’s still time for a heart-to-heart about how, and how quickly, we get there. The future is now. Get 4 rules for the post-advertising age. Continue reading