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, 2016

Must-Know Topics, Companies, and People for 2016 [CCO Recap]


For all of us at CCO magazine, 2016 felt like the year when content marketing truly grew up. The year marketers transformed from dabblers – warily testing new channels and tactics – to confident practitioners focused on quality over quantity.

Our magazine focuses on the topics that will push marketers to become better: more efficient, more creative, more ambitious, and even more fulfilled. We know we’ve hit on a worthwhile topic when it’s not easy to summarize into a quick sound bite. The tough ones take time and deep expertise from our community of contributors to pull off well … but the results are worthwhile. Here are my favorites from the year.Continue Reading

By clare-mcdermott published November 22, 2016

How to Differentiate Content in a Crowded Field [Example from Adidas]


Adidas Group’s corporate communications team recently launched a new content platform for athletes and athletes at heart. Often erroneously thought of as a single shoe brand, adidas Group is a product design and development powerhouse that owns a bevy of athletic brands including Reebok, TaylorMade, CCM, and the eponymous Adidas brand.

We spoke to the group’s Senior Director of Content Strategy and Creation Kirsten Keck and Senior Manager of Content Strategy Frank Thomas to understand the strategy behind the new venture, and how the company plans to differentiate itself in a crowded field.Continue Reading

By clare-mcdermott published November 6, 2016

How to Transform Complex Data Into Understandable and Shareable Visuals


Scott Berinato is the senior editor of Harvard Business Review and author of Good Charts: The HBR Guide to Making Smarter, More Persuasive Data Visualizations. Passionate about the transformative power of data visualization inside organizations, Berinato shares how he uses data visualization at HBR and why he thinks we are living on the cusp of a visual data revolution.

Berinato’s book is a primer for non-experts to understand the basic tenets of data visualization. For both content marketers and business managers, effective data visualization is much more than creating a flashy graphic.Continue Reading

By clare-mcdermott published September 25, 2016

Podcasting Pioneers Explain Value of Audio Content and Rookie Mistakes to Avoid


As This Old Marketing approaches its 150th taping, Joe Pulizzi and Robert Rose wax philosophical about why podcasting is so powerful, and the rookie mistakes they now avoid.

A handful of marketing contrarians have been predicting a spike for podcasting for a few years. While a steep climb hasn’t materialized, audio content is rising steadily in popularity year over year. According to the Pew Research Foundation, the percent of Americans who had listened to a podcast within the previous 30 days more than doubled between 2008 and 2016 (9% to 21%). The numbers look better among younger Americans. A study by ypulse found 35% of Millennials ages 18 to 34 regularly follow at least one podcast.Continue Reading

By clare-mcdermott published September 15, 2016

Content Intelligence: What Is It?


Jordan Koene, vice president of services and chief evangelist at Searchmetrics, answers our questions, explains what the term “content intelligence” means, and offers practical applications for marketers.Continue Reading

By clare-mcdermott published August 11, 2016

LEGO Shares Building Blocks for Social Media Content Fans Love


Named recently as the “world’s most powerful brand” by Brand Finance, the LEGO company is both a consumer-goods company that produces interlocking bricks, and a media giant with a massive portfolio of films, online videos, books, and games, to name just a few.

Lars Silberbauer, global director of social media and search at LEGO, recently talked to Chief Content Officer magazine about what it’s like to work for such a beloved brand, and how his team stays limber enough to understand and respond to its audience each day.Continue Reading

By clare-mcdermott published July 10, 2016

How to Tell Stories Your Readers Crave: Ideas From a Content Powerhouse


Unlike other companies that struggle to create compelling stories, Autodesk’s content marketing team wrestles with prioritizing an abundance of exciting topics to write about at the intersection of design, technology, and innovation.

Go behind the scenes at a content powerhouse.Continue Reading

By clare-mcdermott published June 28, 2016

Inside the Mind of a Journalist in the Business of Content Marketing

mind-journalist-content-marketingCameron Conaway straddles two worlds. He’s an award-winning freelance investigative reporter focused on human rights. He’s also the content marketing manager for Flow, a task-management solution. Cameron believes journalists’ ethos can inspire marketing teams, and he entreats marketers to take bigger risks with content.Continue Reading

By clare-mcdermott published May 30, 2016

Documentary Storytelling: 6 Examples From Brands That Nail It

Documentary Storytelling

You would be hard pressed to find a marketer in 2016 who doesn’t believe that publishing content is as important or more important than paying for advertising. Yet somewhere in the race to publish more, hit more channels, and optimize reach, we’ve lost sight of the art of great content creation and the returns from more ambitious projects.

In my mind there is not a more powerful – and more underused – medium than the documentary film. Brands rarely take on artistically complex video projects because they require a level of creative and technical talent that most brands (and even many of the agencies that serve them) don’t have access to. Of course there are some that pull it off beautifully. Brands like Patagonia are master documentary storytellers. These brands are immersed in the visual world and have a clear point of view to share with their audiences.Continue Reading

By clare-mcdermott published May 23, 2016

Celebrity Shares How Brands Can Benefit in the Snapchat Scene

Brands Benefit Snapchat Scene

Snapchat burst on the scene in 2012, but in those early days brands mostly stayed clear – in part because it became classified as the “sexting app,” and in part because it wasn’t immediately evident to brands how to use the platform.

In the last year all that has changed. Snapchat added functionality that helps brands tell less-fleeting stories and reach a wider audience. Even more, a handful of Snapchat celebrities are gaining massive followings … and letting brands in on some of the fun.Continue Reading