No ad-land fossil is quite as useless as the RFP. If brands want agencies to look to innovate, they need to stop treating agency selection like a vendor-procurement process. Here are six ways RFPs lead to diminished results. Continue reading
How To Fix 9 Harmful Misconceptions about Content Marketing
Some marketers make “content marketing” interchangeable with content marketing activities like social media. Learn 9 misperceptions that devalue content marketing and its potential for success, and find out how to avoid making them again. Continue reading
How to Know When You Need a Content Marketing Agency
Content marketing agencies aren’t a be-everything-to-everyone resource, but they offer unique value to a cross section of businesses. Learn how these five types of organizations can benefit from an agency dedicated to content. Continue reading
This Week in Content Marketing: PR Pushes and Pulls to Define Its Role
This week, we weigh in on Next Fifteen’s content marketing agency acquisition, debate the merit of Omnicom’s recommendation about shifting TV ad budgets to online video, and reflect on the meteoric growth of branded content at Huffington Post. Our rants include a takedown of the negative response to an article on brand journalism’s evolution, and a video from author Harlan Ellison on “getting paid.” We wrap up with a #This Old Marketing example of the week on one way space travel was marketed to the public. Continue reading
3 Tragic Errors to Avoid When Building a Web Content Marketing Program
Successfully planning and executing the design, development, and deployment of a dynamic website to support a new content marketing strategy is not a trivial matter. Marketing stakeholders focused on generating a volume of compelling and valuable content are often at a disadvantage. Learn how to avoid 3 tragic errors when building a web content marketing program. Continue reading
How to Choose the Right Content Marketing Agency
A “gold rush” mentality around content marketing has made it more difficult for marketers to separate the pros from the posers when choosing an agency to work with. The art of hiring an agency for your brand was the subject of a recent #CMWorld Twitter chat. Get some solid strategies for choosing the right content marketing agency. Continue reading
4 Truths About Content Marketing Clients
There’s never been a better time to be a marketer — and content marketing is probably the biggest, most exciting opportunity of all. Here are four content marketing lessons that will help agencies and clients work together to produce a more successful content marketing plan. Continue reading