Forget about living in the moment. As a marketer, you now live in
the Zero Moment of Truth. Google coined this phrase and defines the
Zero Moment of Truth as “that moment when you grab your laptop,
mobile phone or some other wired device and start learning about a
product or service…you’re thinking about trying or buying.” And
getting the right...
In simplest terms, your brand’s target personae can be thought of
as your audience demographics, personified. These personae are made
by taking into account key attributes of potential audience members
and creating fictional individuals who help your team to best
visualize who they’re speaking to through their content marketing
efforts. Before you...
The marketing world continues to buzz on the importance of content
marketing. There is no doubt that content marketing must be a part
of any brand strategy in the digital age. That said, things are
never as easy as you would hope. How do you create, manage,
distribute and optimize all of that content with limited resources?
It starts with workflow,...
It’s an easy decision to arrive at to start creating content. All
the research is there for you to see that one of the smartest
things you can be doing for your brand is creating exciting, timely
and relative content. The problem is the step that comes after
“Let’s create content!” Understanding what your brand needs to talk
about and who to talk...
In the era of “Big Data,” marketers need to be more strategic with
the information they collect and can access. But it’s overwhelming
trying to get your arms around that treasure trove of data –
especially when it comes to content marketing and social media.
Think of all the different channels, elements and nuances that need
to be tracked when you...
Podcasting have been around for a long time – iTunes began
distributing podcasts the same year that Facebook registered the
facebook.com URL (2005). It has been around so long, in fact, that
sometimes podcasting is ignored as a content marketing tool in
favor of newer products. As one of the early Web 2.0 mediums,
podcasting has seen the rise and...
In my role in business development talking with prospective clients
about Compendium's content marketing software, I am frequently in
discussions with people who are just getting started with content
marketing. They ask what content marketing is and what
amounts to "how do I make the case for it?" (Usually as part
of making the case for freeing...
Content marketing is the latest buzz in our industry, and
for good reason. Times have changed. Consumers have changed. We
demand more from brands than a quality product when it comes to
earning our trust. We demand interaction and personality.
Retail is where we saw early and groundbreaking adoption of content
marketing. Brands such as Zappos...
A content marketing strategy has many moving pieces
including blogs, social content, email, graphics, paid syndication,
etc. An effective content marketing strategy measures the successes
and failures of all the moving pieces through content analytics.
Content analytics, as a whole, is not a new concept. What is new,
however, is the level of...