Author: Clare McDermott

Clare McDermott is the founder of Ravn Research, a research consultancy that helps brands produce original research and C-level content. Connect with her on LinkedIn. Follow her on Twitter clare_mcd.

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

By clare-mcdermott published December 19, 2012

How to Keep Your Compelling Content Engine Fueled and Running Smoothly

compelling content engine - nelson

Amanda Nelson, Salesforce Marketing Cloud’s Manager of Content

Popular social media management platform Radian6 went through a major transition when Salesforce recently acquired the business. As Manager of Content for the newly created Salesforce Marketing Cloud, Amanda Nelson helped transition the organization’s content as part of the rebrand.

Her job is to create and curate content for the Salesforce Marketing Cloud community. She manages everything from the blog and eBooks to webinars and infographics — with the help of a content team, of course.Continue Reading

By clare-mcdermott published December 9, 2012

How Your Content Marketing Strategy Can Drive Growth

Brenda Spiering Bio Pic for Brighter LifeBrenda Spiering is the editor of, an online money, health, and wellness publication created to funnel traffic back to Sun Life Financial’s main website. The publication has been incredibly successful in reaching its goals. Brenda recently shed some light on BrighterLife’s content strategy. Continue Reading

By clare-mcdermott published December 4, 2012

Content Marketing to Captivate an On-the-Go Audience

content marketing audience, garry mcguireDigital place-based media — the screens you see at the grocery checkout or in the back seat of your taxi — offers brand marketers a unique way to reach a particular customer at a particular moment. But does filling up these moments of boredom make sense?

We spoke to Garry McGuire, CEO of RMG Networks, about why digital place-based media is taking off, and what to consider before jumping in. Continue Reading

By clare-mcdermott published November 28, 2012

How Influencers Have Ignited IBM’s Content Marketing

IBM’s Leslie Reiser

As one of the world’s best-known tech brands, IBM faces unique challenges — trying to ramp up its presence in an existing market where it is lesser known, for example. Leslie Reiser, IBM’s Program Director for Digital Marketing Worldwide, is facing that challenge head-on. Continue Reading

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