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How to Find the Right Type of Content For Your Business

Marketing budgets are growing for most companies, but so are the requirements to reach more empowered, skeptical and frugal buyers via more channels. How can you know that the content you invest in will forge effective connections and engagements that will ultimately lead to incremental sales? To help...

The Biggest Mistake in User-Generated Content (Learning from LEGO)

Most marketers we work with want to develop a content marketing program driven, in part, by user-generated content (UGC). They believe that if they can only get their prospects and customers to talk about their brands online in blogs, forums and review sites, all their woes will disappear. And in almost...

The Pros and Cons of Tweeting at Live Events

I recently had the pleasure of attending a TEDx event. Many of my clients, friends and tweeps were interested in the content, so I told them I would tweet live from the event. However, ten minutes into the first talk, I realized I was missing too much of the presentation and gave up on tweeting.Continue...

9 Steps to Continuous Content Marketing Improvement

Closed-loop marketing is the process by which market intelligence learned during a marketing campaign is fed back into the strategy and plan. This can result in more focused targeting, more effective messaging and improved resonance of your marketing content. Until the past couple of years, closed-loop...

Creating a Multimedia Content Package that Drives Business

I had the pleasure of presenting at a recent PR Newswire sales meeting where they discussed their new ARC Engagement Platform [disclaimer: PR Newswire is a Content Marketing Institute benefactor]. One of the samples came from Rodale Custom Content & Marketing and Curves International (see below as...

Using the Valuable Content Checklist: A Step-by-Step Guide for Different Content Types

We are all looking for the silver bullet that will make our content sparkle. What if from the time of content creation we already had the benchmarks in place that we know forms valuable content? Yesterday, I introduced the Creating Valuable Content Checklist, which I use to quantify what makes content...
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Creating Valuable Content: An Essential Checklist

To help you manage the execution details of your content marketing, use this Creating Valuable Content Checklist.

5 Things You Need to Know about Content Strategy

There’s been a ton of great discussion about content activities, methodologies and deliverables. For most of us, that makes up the bulk of our work. But if you don’t have a conceptual framework for those activities, I’d argue that you’re not really practising content strategy. Here are five ways to think...

LEGO: From Toy Company to Multi-Media Brand

How does a toy company that sells easily replicable building blocks build an iconic brand? Our April issue of Chief Content Officer magazine explains the strategy LEGO used to fight copy-cat toy companies. In the 1980s and 1990s, LEGO faced a tremendous threat from competing construction toys. After...

How Do Your Buyers Consume Content? Ask These 20 Questions

Great content marketing starts with one thing: understanding your audience, whether it’s a prospect or customer. Sounds simple in theory, but it can be difficult to collect the important info. Last week, I shared some ideas on how to research your buyers. This week, I want to take it a step further...

Content Curation Grows Up, Original Content Still Key

I first heard the term content curation in this post by Rohit Bhargava back in 2009. Rohit positioned that, as more corporations and individuals create content, the role of the content curator is needed.  Rohit describes this position as: Someone whose job it is not to create more content, but to make...

7 Reasons to Add QR Codes to Content Marketing

QR codes (or Quick Response codes) condense information into two dimensional op-art squares that connect offline media to online content via a smartphone. Also known as mobile tagging, QR codes act like URL references on offline media and other flat surfaces.Continue reading