Author: Clare McDermott

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

By clare-mcdermott published August 28, 2014

7 Inspiring Lessons from 2014’s Top Content Marketers

content-marketer-awards-2014One of the best ways to learn about the content marketing industry is to study what others are doing. Over the past three years, it’s been our pleasure to observe the field and, more specifically, identify those who are making us think about successful content marketing in new ways.Continue Reading

By clare-mcdermott published March 7, 2014

The Artist’s Perspective: Collaborating on Content Creation

man with camera-artist-content creationThomas Hawk’s hauntingly beautiful — and often gritty — photography is admired across the world. He calls himself a “photography factory” and aims to capture 1 million photos before he dies. Among his favorites are images of American cities, particularly those in various states of decay: “I think people will want to go back in the future and remember a different type of America; a place that was unique to their timeframe,” he says.

But to say Hawk is revered for his art is only partially true. He’s also an avid blogger who writes about a wide range of issues, including new media, technology, creative commons, and copyright law. With a massive fan base across Flickr and Google+ in particular (more than 6.5 million followers), Hawk is sought by brands to photograph events and locations, and share this visual content with his audience. Yet, Hawk cautions: “Don’t ask artists to shill your story.” Continue Reading

By clare-mcdermott published November 29, 2013

Why Podcasting is a Huge Content Marketing Opportunity

chris brogan headshotEight years ago, podcasting was held up as the “Next Big Thing.” Chris Brogan, author of The Impact Equation and longtime podcasting fan, thinks it’s finally ready to take off as a viable channel in your content marketing planContinue Reading

By clare-mcdermott published August 16, 2013

How to Use Brand Storytelling to Make Your Customers Go Bananas

disco pants-brand storytellingBetabrand sells clothing with a quirky, California feel. The company has managed to turn a relatively small product line into an internet sensation by offering strangely appealing oddities (e.g., Disco Pants) and by encouraging customers to become brand storytellers by sharing photos and videos of their lives.

Now the company’s founder, Chris Lindland, is poised to push Betabrand from boutique to blockbuster. But can he sell a pair of khaki pants as successfully as he sells Executive Hoodies and Beardymon Mullet Socks? Read on to find out why we think he can.Continue Reading

By clare-mcdermott published August 4, 2013

Is Your Thought Leadership Strategy Using Research Wisely?

George Stenitzer

George Stenitzer, CMO of Tellabs

According to CMI, 57 percent of marketers feel publishing original research is an effective content tactic. But let’s be frank, much of what passes for “research” is just a small cut above a Survey Monkey experiment led by your summer intern (no offense to hard-working summer interns).

Tellabs happens to do original research well. Really well. And George Stenitzer, CMO of Tellabs, did not disappoint when we asked him to talk about Tellabs’ success using original, robust original research as part of its thought leadership strategy.Continue Reading

By clare-mcdermott published May 8, 2013

Corporate Storytelling: Cross the Paid, Earned, and Owned Divide

crossing paid, earned, owned media dividePaid, earned, and owned media. The phrase may be a marketing workhorse, but with the explosion of digital channels and new technologies, “paid, earned, and owned” is a lot less useful as a way of looking at media strategy and spend than it used to be. As the lines between paid, earned and owned media have eroded beyond recognition, marketers need to rethink how they spend marketing dollars, staff teams, drive strategy, and collaborate with agenciesContinue Reading

By clare-mcdermott published February 12, 2013

Branded Content Broadcasting: Examples from Brand Media Moguls

Craftsman tools - building demosIn an up-and-coming neighborhood on Chicago’s north side, you’ll see a storefront filled with top-of-the-line Sears brand products — from gourmet Kenmore ranges to front-loading washers and Craftsman tools. But don’t take out your wallet, because this space is unique. You can’t buy anything here. The space is Sears brands’ Kenmore Craftsman Brand Live Experience, essentially a recording and production studio for capturing live, streaming branded video content, hosting DIY radio shows, and capturing building and cooking demos.

You know all those people talking about big brands becoming media companies? Kenmore Live Experience is that transformation. And it’s quite a leap.Continue Reading

By clare-mcdermott published January 16, 2013

How Your Content Marketing Benefits From a Listen, Ask, Share Approach

content marketing, Zoratti from Ricoh

Sandra Zoratti

A published author and accomplished marketer, Sandra Zoratti currently serves as VP of Marketing for Ricoh. Her formula for creating content that sparks a business conversation has found great success for the international technology solution provider.

She recently offered some insights for CMI readers on her “listen-ask-share” formula in Ricoh’s content creation and outreach. Continue Reading

By clare-mcdermott published January 13, 2013

How Nonprofits Can Sidestep Content Marketing Pitfalls

Content Marketing Pitfalls | Michael Buller

Michael Buller

For the last five years, Director of Editorial & Creative Services Michael Buller has helped shape content marketing strategy at the Dana-Farber Cancer Institute. He’s found great ways to tiptoe around that nonprofit four-letter word (marketing), shaping a content-focused strategy for his organization. He recently told us how he overcomes the challenges of his industry.Continue Reading

By clare-mcdermott published January 8, 2013

Inside An Explosive Content Marketing White Paper Strategy

Explosive content marketing strategy - Curt Porritt

Curt Porritt

As Senior Vice President of Marketing for MasterControl, Curt Porritt leads the content marketing charge at his company. White papers have taken center stage at MasterControl, a B2B company that works with pharmaceutical, biotechnology, and related organizations on compliance issues.

It took some time, but Curt and his team of writers have put together a massive library of content that positions MasterControl as a standout in its industry. It hasn’t always been smooth sailing, either — but it’s often a long road to success.

Curt sat down with the Content Marketing Institute to discuss his organization’s white-paper success and share how testing has helped drive content choices.Continue Reading