Author: Clare McDermott

Clare McDermott is the co-founder and head of strategy at Mantis Research. Follow her @clare_mcd.

By clare-mcdermott published December 25, 2017

A Year Full of ‘No Way!?’ Moments for CCO Magazine

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2017 will go down as the year contributors to the magazine repeatedly blew my mind.

Most editors like to think they have at least a modest (if not better) grasp of the industry they cover. After all, to be a good editor you must be able to tease out the ideas that will educate or delight your readers most – and identifying those requires a baseline of subject matter expertise.

This year was different. At least a half dozen CCO articles in 2017 inspired an exclamation I can only describe as “No sh*t?!,” but for the purposes of this article, I’ll refer to as “No way?!”

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By clare-mcdermott published December 15, 2017

How Tom’s of Maine Found Success in Micro-Influencer Marketing

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Influencer marketing is about growing your audience and leveraging the voice of well-connected people … but using influencers with the biggest audiences isn’t always the answer.

Tom’s of Maine uses a micro-influencer model to get the word out about its line of natural products. Bridget Burns, community manager for Tom’s of Maine, explains in this Q&A how micro-influencer marketing works for a brand that values substance over sizzle. (Bridget left Tom’s of Maine in September 2017 after this interview was complete.)

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By clare-mcdermott published October 30, 2017

How Brands Use Pop-Up Experiences to Make a Lasting Impression

brands-using-pop-up-experiences

A couple of months ago, my daughter sent me a link to a place in San Francisco that I just didn’t have a name to describe. Some might call it a museum. Or maybe it was a pop-up experience? To me it looked like attending a toddler birthday party while on ’shrooms.

I’m talking about the Color Factory – an appointment-only museum. If you’re not familiar with it, spend a few minutes browsing #colorfactory on Instagram. (Or check out the Color Factory account @colorfactoryco.)

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By clare-mcdermott published October 10, 2017

How 3 Serious Brands Engage Humanly on Social Media

brands-engage-human-social-media

Leaf through a portfolio of social media award winners, and you’re likely to see entrants from the tourism, cooking, and fashion industries. Putting together an Instagram or Snapchat plan for these companies may not be easy, but then again, emerald beaches and platefuls of poké make for great social sharing. 

What about those less-than-obvious brands? I chose three Content Marketing Awards finalists that prove even serious brands can be human and entertaining.

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By clare-mcdermott published September 3, 2017

How GE Gives Recruiting Content a Personality Lift

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If you asked a roomful of CEOs 15 years ago what drives competitive advantage, the answer would have been straightforward: capital. Those with more of it could outspend competitors – building capacity and buying advertising – or survive on low margins.

Ask the same question of a CEO audience today, and they’re much more likely to cite human capital. The long-running PwC global survey of CEOs – now in its 20th year – underscores this idea. Across all industries, three in four CEOs say a shortage of key skills is a critical threat to their business (among technology CEOs, the availability of key skills is considered the biggest threat to the business, bigger than issues like the speed of technological change and cyber threats.)

3 in 4 CEOs say a shortage of key skills is a critical threat to their business via @PwC global survey. Click To Tweet

For a company like GE, which has redefined itself from a manufacturing company to a “digital industrial” (GE’s term) over the last decade, the ability to attract and keep top science and technology talent is mission critical. Why? GE is seeking to power the industrial internet of things, which entails putting sensors on an increasing number of assets inside factories, power grids, farms, hospitals, etc. These internet-connected assets allow companies to monitor operation and efficiency, and develop what GE calls “a system view of an entire enterprise operation.”

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By clare-mcdermott published August 11, 2017

Video-Phobic Marketers: It’s Time to Get Over Your Fear of Producing Video

get-over-fear-producing-videosJeff Julian got his start in video at the ripe old age of 12. Video was a creative outlet for him during a challenging time … middle school.

“When I was in middle school, I went from an average size kid to a big kid,” Jeff explains. “I got picked on quite a bit. Playing with computers and electronics was a way for me to fit in and be creative. I began producing funny skits with my best friend. We impersonated ESPN, Saturday Night Live, and even Robin Leach from Lifestyles of the Rich and Famous. Our videos became popular at school. No one else was doing it so those videos came to define me when I was a kid.”Continue Reading

By clare-mcdermott published June 30, 2017

Content Marketing Industry: What’s Happening in Hiring [Research]

content-marketing-industry-hiring-researchHiring a new member for your content marketing team seems like a great thing. After all, whether you’re expanding the team or replacing a departing employee, you’ll have more resources to execute a successful content marketing program.

But finding and attracting quality creative content team members is a job unto itself. It’s a challenge faced by 45% of advertising and marketing executives, according to a survey of 400 U.S. industry leaders by The Creative Group.Continue Reading

By clare-mcdermott published June 23, 2017

Read These Books: Summer Recommendations from Content Marketers

books-summer-recommendations-content-marketersNeed something to snap you out of your slump? Turn to your fellow marketers for advice about books and a few podcasts that are practical, inspirational, and downright fun.Continue Reading

By clare-mcdermott published June 18, 2017

How The Weather Channel Does Social Media

weather-channel-social-mediaJennifer Watson began her career as an on-camera meteorologist in Mississippi and Alabama, where she also helped manage both stations’ social media channels and weather blogs. Taking a job as a social media specialist with Atlanta-based The Weather Channel was a natural transition for her. “The Weather Channel is a dream job for a weather nerd like me,” says Watson.Continue Reading

By clare-mcdermott published June 16, 2017

Print’s Very Much Alive: Magazine Examples From 9 Brands

print-alive-magazine-examples-brandsWhile marketers flood new digital channels and explore the latest amplification strategies, a number of companies continue to invest in the “traditional” media of print to reach their customers.

CMI research reveals that while print is not a particularly popular way to distribute content – approximately one-third of B2B and B2C marketers use print – those who do use print consider it the most important channel after email and LinkedIn (for B2B) and Facebook (for B2C).

Read on for inspiration across industries, marketing goals, and styles.

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