Author: Clare McDermott

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

By clare-mcdermott published November 15, 2012

Enterprise-Wide Content Marketing: One Company’s “Crazy” Vision

Content Marketing Institute - Michael Brenner, SAP

Michael Brenner

As Senior Director of Integrative Marketing and Content Strategy at SAP, Michael Brenner is his company’s first content marketing evangelist. He single-handedly launched a content marketing program that leverages a mix of original, repurposed and external content to get SAP’s message across.

But it isn’t all fun and games for Michael. The size of his company presents unique challenges — not the least of which is how to implement content across the entire enterprise.Continue Reading

By clare-mcdermott published October 31, 2012

Create Social Media Publishing Success for B2B Brands

Alan Belniak is Global Director of Social Media for PTC, one of the world’s largest manufacturing technology firms. With no official content marketing division, PTC’s marketing team works together to figure out content strategy. But it’s Alan’s job to understand how content fuels the brand’s social media presence.Continue Reading

By clare-mcdermott published September 18, 2012

What Content Marketers Need to Know About Interactive eBooks

London – A City Through Time By Heuristic-Media

If it’s true that brands are becoming publishers, then the quiet revolution occurring in book publishing should make us all sit up and listen. Mention “digital book” and many still think of a print book viewed on a Kindle or iPad screen. Erase that thought.Continue Reading

By clare-mcdermott published September 11, 2012

IQ by Intel: What Content Marketers Can Learn from This New Digital Magazine

Intel’s new digital magazine offers a peek at the outer edge of design, technology, social and big data. CCO magazine interviewed Bryan Rhoads, editor in chief, to find out why IQ matters.Continue Reading

By clare-mcdermott published August 17, 2012

How to Join the Ranks of the Digital “Supercreatives:” An Interview with Leslie Bradshaw

Leslie Bradshaw

Leslie Bradshaw

Fast Company named Leslie Bradshaw one among The Most Influential Women in Tech last year. Her Los Angeles-based agency, once known exclusively for its data-rich infographics and social data-driven interactive displays, is now a leading force in content development and visual storytelling with clients like Google, Nike and American Express.

CCO spoke to Bradshaw about what it takes to be a rising star in the competitive world of digital supercreatives, how to work with a creative agency and why some content breaks through the clutter.Continue Reading

By clare-mcdermott published August 3, 2012

Infographics Are a Full Meal; Consumer Audiences Need Snackable Content

In the August issue of CCO magazine, I interviewed Leslie Bradshaw, co-founder of JESS3 and one of Fast Company’s Most Influential Women in Tech. JESS3 is known for creating beautiful and highly creative data visualizations, such as Eloqua’s Blog Tree and Google’s Search for the Nominee. Surely Leslie and JESS3 are infographic evangelists, right?Continue Reading

By clare-mcdermott published June 19, 2012

Checklist: 15 Questions to Ask Before Starting a Content Marketing Project

Earlier today, Ann Meany provided suggestions on how you can get the best work from your freelance writer. This is great advice if you are hiring writers, but I know many of our readers are freelancers and content creators. If this describes you, how do you ensure that projects go as smoothly as possible?

These are questions I suggest writers ask before submitting a proposal to get a feel for the scope of the project — and to avoid any potential misunderstandings. While this checklist is developed for a writer to share with a client, you can also slightly modify and use this checklist if you are working with a freelance writer.Continue Reading

By clare-mcdermott published May 17, 2012

5 Tools to Help PR Professionals with Content Marketing

Chief Content Officer magazine asked a few of its contributors what their opinions were on the best PR tools available.  Here are their answers.  

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By clare-mcdermott published May 11, 2012

4 Ways to Use PR in Your Content Marketing Efforts [Case Study]

A web design company illustrates how to court “old media” with grace and gravitas. 

Blue Fountain Media operates in a cut-throat, crowded field: website development and design, and online marketing. From 2007 to 2010 — years that were downright cruel to most U.S. businesses — revenues at Blue Fountain Media grew 620 percent.

The company was named an Inc. 5000 high-flier in 2011 —reaching number 541 on Inc. Magazine’s annual list of fastest-growing U.S. companies — and executives write columns for among the most recognized media properties in the world, including the New York Times, American Express OpenForum and Inc. Magazine.Continue Reading

By clare-mcdermott published May 9, 2012

Two Cool Tools to Help Brands Extend Marketing Reach

The number of niche media sites — whether mommy blogs or car discussion forums — is growing at a staggering rate. Until recently, a brand wanting to reach one of these communities had two choices: work with an ad network for immediate reach or individually with blogs using “sponsored-content” posts.

Two technology start-ups are aiming to make the connection easier.Continue Reading