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 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

By clare-mcdermott published May 8, 2012

The Future of Search: An Interview with Google’s Sam Sebastian

Sam Sebastian, director of local and B2B markets for Google, answers questions about the future of search.

Marketers have long been told by SEO consultants that long-tail search was ‘where it’s at’. What is your take on the quality of content vs. quantity of content—especially as it pertains to B2B and local business content marketers?

Both are important and can vary by the type of content considered.  An industrial distributor may have a massive catalog of SKUs with related content (pricing, specs, etc.) and should allow as many of those SKUs to be indexed for purchase-oriented searching. For professionals seeking knowledge, original/quality content such as research, in-depth reports, thoughtful analysis and so on will go a long way in achieving better ranking.Continue Reading

By clare-mcdermott published March 30, 2012

CM 2015: An Interview With Bill Flitter, CEO & Founder, Dlvr.it

In the February issue of Chief Content Officer magazine, we asked the top experts in content marketing:

Content 2015: Where are we headed in the next three years?
Tech 2015: What technologies will change the field?
Company 2015: Which companies ‘get it’?
Personal 2015: How will each of us change as marketers?

We were surprised by how many marketers mentioned the need for more and better tools that help companies build scale across their content marketing programs.

You can find the CCO magazine article here , but we wanted to share our full-length interview with Bill Flitter. Enjoy!Continue Reading

By clare-mcdermott published March 2, 2012

CM 2015: An Interview With Michael Stelzner, CEO & Founder, Social Media Examiner

In the February issue of Chief Content Officer magazine, we asked the top experts in content marketing:

Content 2015: Where are we headed in the next three years?
Tech 2015: What technologies will change the field?
Company 2015: Which companies ‘get it’?
Personal 2015: How will each of us change as marketers?

We were surprised by how many marketers mentioned the need for more and better tools that help companies build scale across their content marketing programs.

You can find the CCO magazine article here , but we wanted to share our full-length interview with Michael Stelzner. Enjoy!

CM 2015

Companies of all sizes are realizing they must become the publisher in order to rapidly growth their business. We are going to see a lot of businesses begin to launch their own content platforms and become the center of their industry.

For example, Social Media Examiner has become the center of the social media world by regularly publishing high-value content. Businesses are going to become the centers of their industries by publishing content. And they are going to decouple the brand from their content. Big brands will recognize the need to develop these platforms that are independent from their brand. The goal is to own the platform so that you don’t have to be reliant on anyone else.

We’re going to see smart companies become online magazines, embrace competitors and essentially build a massive publishing infrastructure on the Internet. A great example is Proctor & Gamble with their Man of the House site. There aren’t too many out there right now.

Tech 2015

For businesses that have any kind of product that they sell in a physical venue, you cannot underestimate mobile. We’re going to see content delivered up in the geo-physical space, allowing people to get relevant content when they are in a particular spot. The concept is called augmented reality and it allows you to turn on the camera in your phone and, using geo-location, receive content based on where your camera is pointing. For example, “Three blocks down the road, you can get the Nikes you’re looking for.” It’s a really cool technology and it’s incredibly relevant for location-based businesses. You might be standing outside Starbucks and a coupon comes up for Peet’s across the street.

I’m also anticipating big changes for social in the years ahead. Social media has made it possible for people, including strangers, to connect online. In the next three years, we’re going to see social applied to the physical realm. I would not be surprised if tools the major four (Google+, Twitter, Facebook, and LinkedIn) will develop tools that allow people to connect physically and spontaneously around the world. What kind of impact will that have on content? You have to think outside box. People at a concert, for example, could decide to get together spontaneously based on an interest—and could create spontaneous content and video related to that moment. That’s the next step in social: make social truly social, as a physical connection.

Self 2015

Marketers need to realize it’s not about the sale and rethink our motivations for doing things. Instead of spurring people to buy or get into a lead funnel, marketers need to spur people to become evangelists for their company, community, and products. It’s just as valuable to have people that never buy, as it is to have customers. If you can empower an evangelist, that person can reach people you can never reach. Only a subset of your audience will become customers, but many may become evangelists. 

By clare-mcdermott published February 24, 2012

How to Scale Content Marketing within the Organization

The February issue of Chief Content Officer magazine is in the mail, and in it you’ll find our interviews with top content marketing experts — including entrepreneurs, strategists, authors, and enterprise marketers.

We wanted to know: What issues should sophisticated marketers understand and analyze for their own businesses?

Continue Reading

By clare-mcdermott published February 20, 2012

Expert Predictions for Content Marketing 2015

Content experts weigh in on what’s ahead. Consider this fair warning.

 

We asked:

Content Marketing 2015: Where are we headed?

Tech 2015: What technologies will change the field?

Company 2015: Which companies ‘get it’?

Personal 2015: How will we change as marketers?Continue Reading

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