Setting Content Marketing Guidelines: 5 Templates to Drive the Process
January 12, 2012
Joe Pulizzi
When you develop a process for your content marketing, you want to do it in a way that ensures creative, out-of-the-box thinking in the most “human” way possible. Just as we don’t want to let chaos rule the day — so too do we want to avoid the robot legalese that disengages our subscribers.
In our new...
How Content Marketers Can Reinvent the Webinar for 2012
January 12, 2012
Michael Kolowich
Michael Kolowich outlines how the innovative "flipped classroom" approach used by educators can be applied to webinars in 2012, shaking off that old and tired webinar format that's boring your participants to tears.
Content Marketing: Customer Relationship Management Begins at Home
January 11, 2012
Rick Allen
Guest Author Rick Allen explains why the strength and integrity of your organization's content marketing begins at home, with all of those involved in your company, from designers to marketers and more. While getting everyone on the same content marketing page may seem like herding cats, it is possible!...
How to Use Content to Engage & Convert New Customers: A Case Study
January 10, 2012
Rachel Foster
This recent case study shows how Sun Life Financial developed a highly effective content marketing strategy that successfully attracted and converted new customers with engaging content that focused on customer concerns and education, through the creation of an editorial sub-brand, Brighter Life.
A New Breed? 7 Roles of the Content Marketing "Engineer"
January 9, 2012
Pelin Thorogood and Erik Bratt
The demands of the new breed of the socially savvy-buyer are not only forcing the evolution of the content marketing practice, but the marketing practitioners as well. Thus, a new breed of marketer is emerging: the content marketing "engineer." Here are seven areas of expertise this new breed of content...
Creating a Powerful Global to Local B2B Brand Impression with Video: 5 Steps
January 6, 2012
Pam Didner
Pam Didner shares how a 40-second video re-defined a U.S.-based home-office B2B brand to a globally-recognized name, using storytelling and the universal human experience as the content message.
Penn Stater Magazine Handles Scandal the Right Way
January 6, 2012
Joe Pulizzi
The last month has been a tough one for Penn State students, alumni and the entire community around University Park. For the first time in my life, I was almost hesitant to say I was a Penn State graduate (I graduated from Penn State in 1997). Something that once we were so proud of, has been tarnished...
A Webinar Case Study in Using Social Media Channels for Content Distribution
January 5, 2012
Anna Ritchie
Anna Ritchie shares her marketing team's recent webinar promotion across four different marketing channels -- LinkedIn, Twitter, Facebook, and blogs -- specifically sharing how they effectively tailored their approach to best suit each of the social sharing platforms.
20 Women Who Rock Content Marketing
January 4, 2012
Joe Chernov
Joe Chernov expresses his dismay with the "boy's club" culture of content marketing, namely, excluding women thought leaders and influencers, noting that it is detrimental to the content marketing industry. He then lists 20 women who rock content marketing, and invites you to add your own favorite content...
Coca-Cola Bets the Farm on Content Marketing: Content 2020
January 4, 2012
Joe Pulizzi
If you’ve ever seen the movie Jerry McGuire, you remember the blue mission statement. This is the moment in the movie when Jerry McGuire (played by Tom Cruise) wakes up in a cold sweat and writes, what he believes, to be the future direction for his sports agency.
Well, Coca-Cola’s marketing...
Content Marketing Storytelling: Secrets from the Big Screen
January 3, 2012
Robert Rose
In this video post, Robert Rose, co-author with Joe Pullizzi of "Managing Content Marketing," discusses what brands can learn from big-screen storytelling, as well as from Joseph Campbell: creating "heroic" content that speaks to your audience such that they readily carry your brand's story to others.
How a Portfolio Approach Can Help You Develop Better B2B Content
January 2, 2012
Bernie Thiel
B2B content marketing presents its own set of challenges, one of which is how to delegate resources in developing content that is timely, authoritative, and yields the best possible ROI over time. This simple portfolio framework is a great organizing tool to help you plan your content "pipeline" and...
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