Author: Mark Sherbin

Mark Sherbin is a freelance writer specializing in technology and content marketing. He shares occasionally insightful information at Copywriting Is Dead, where he promotes authentic communication between organizations and their audiences. Contact him at msherbin@gmail.com.

By mark-sherbin published February 22, 2013

3 Tips for Crushing Content Marketing Like the Australians Do

Content marketing examples we’ve seen from the Aussies over the past few years have given many of us great inspiration. It’s a big part of why we chose Australia as the Content Marketing Institute’s first international destination.

With Content Marketing World Sydney on the horizon, we recently spoke with some of the event’s speakers to find out how and why Australia has excelled at content marketing.Continue Reading

By mark-sherbin published February 17, 2013

7 Brand Storytelling Lessons You Can Learn from Ron Howard

Ron Howard is a prolific director. He’s spearheaded dozens of wildly successful movies and television shows, and he acted in two of the most iconic sitcoms of all time.

Yet, in the next few years, he may become your highest-profile competitor in brand storytelling.Continue Reading

By mark-sherbin published February 7, 2013

Find Content Marketing Gold by Mining Your Sales Department

content marketing - mining sales - videoWhat does rapid growth of content marketing mean for the traditional sales and marketing relationship?

Steve Rotter, VP of Digital Marketing at Brightcove, recently asked this question during CMI’s B2B research roundtable conversation at Content Marketing World, where CMI consultants Carla JohnsonMichael Weiss, and Jay Baer discussed the disconnect that often exists between sales and marketing in B2B organizations.Continue Reading

By mark-sherbin published January 27, 2013

7 Tricks Content Marketing Trendsetters Can Teach You for 2013

Concept of vision in businessThere’s a lot we can learn from the movers and shakers of the content marketing world. These insights make perfect fodder for your own program as you move forward into 2013.

In the recent Content Marketing Institute and MarketingProfs research on content marketing budgets, benchmarks and trends, we asked participants to name providers who are doing content marketing particularly well. What do these content marketing innovators do well, and how can you take those ideas with you into the new year?Continue Reading

By mark-sherbin published January 20, 2013

How Your Content Distribution Can Use Native Advertising

Native advertising is a disruptive technique that is positioned to change the advertising business model. It is alternatively being hailed as a breath of fresh air and a controversial, exploitative new tactic. It has, in fact, been both. Continue Reading

By mark-sherbin published January 9, 2013

Newsjacking: 6 Tips to Help Your Branded Content Use the News

use the news with branded contentContent marketers fight the daily battle of staying timely and ultra-relevant. Newsjacking is the process of injecting your brand into the day’s news, creating a twist that grabs eyes when they’re open widest. The term recently found notoriety from David Meerman Scott’s book of the same name.

To be fair, the concept of newsjacking isn’t news — public relations professionals have done it for years. However, content marketers now have their own opportunity to turn the news to their advantage — and many of you are already doing so.Continue Reading

By mark-sherbin published January 6, 2013

Oracle Acquires Eloqua: Will Content Marketing Be Impacted?

Just before the holidays, tech giant Oracle announced it had bought marketing automation software vendor Eloqua for the cool sum of $871 million. Naturally, this purchase caused quite a buzz in marketing and IT communities.Continue Reading

By mark-sherbin published December 7, 2012

5 Brand Storytelling Lessons We Can Learn from Facebook Stories

brand storytelling_facebook stories-coverJust four months ago, Facebook launched headfirst into the world of active content marketing with Facebook Stories, a website that showcases unique ways people across the globe use the social networking site. The engaging new channel also offers a rich source of data, featuring infographics and interactive data visualizations.

Facebook, one of the web’s most recognized brands, already has the attention of a billion people. But a little extra branding can go a long way.Continue Reading

By mark-sherbin published December 2, 2012

3 Brands that Are Expanding Their Online Content Publishing Expertise

Creating more content for your blog than it can keep up with? Your content marketing may be ready to morph into a full-blown online publication.

Consider websites like Coca-Cola JourneyAmerican Express’ OPEN Forum and Boston Consulting Group’s Perspectives. There’s a whole lot more to these sites than your typical corporate blog. They differ from the usual blogging channels for several reasons:Continue Reading

By mark-sherbin published November 18, 2012

Big Content Marketing Plays From Coke, Pepsi and Red Bull

content marketing institute Coca-Cola Content MarketingFor years, soft drink brands have helped set the pace for marketers across the globe. The reasons why shouldn’t surprise you. Today’s leading soft drink brands dominate the universal beverage market.

To help build loyalty, globally known brands like Coke, Pepsi, and Red Bull are keeping pace with content marketing tactics. If you are a regular Content Marketing Institute reader, you’ve probably noticed we’ve kept a close eye on Coca-Cola’s Content 2020 manifesto — a strategy that’s earned the brand praise from marketers across the web.Continue Reading