Before becoming a content marketer, I worked in PR, and talking clients out of bad decisions was an important part of my job. One of the worst arguments I ever had with a client was in the wake of a heavily publicized tragedy. The client, a director of sales at an upscale, high-traffic hotel, thought …
The Case for Caution When Mixing Content Marketing With Current Events Read More »
The power of an attention-grabbing introduction The scenario has been played out by millions of individuals on online dating sites: When one of us finds a promising match, we reach out and strike up a conversation. This usually sounds something like, “Hi, how are you doing today?” and might be followed by, “So what do …
Top Content Marketing Success Stories Content marketing offers a world of possibilities for reaching new markets and forging more meaningful connections with your current audience. We’ve gathered 3 of our favorite content marketing examples from recent weeks to help inspire your inner content creator. “The Grand Scheme” from lululemon: 31,800 shares, primarily from Facebook In a recent feature interview with lululemon, professional cyclist Taylor …
In search of ROI So your content marketing campaign is rolling along, and you’re regularly posting what you hope is useful, informational and entertaining content onto your website, social media and email. As a content marketer, you’re presumably devoting considerable time or money (or both) to that content, and as such you — or at …
4 Metrics: Is Your Content Adding to the Bottom Line? Read More »
Knowing when to engage an SME Whether you’re working on a B2C or B2B content marketing project, research is an essential part of the writing process. But what happens when that research is taking much longer than anticipated? Maybe it’s a blog you thought you’d complete in a few hours. Perhaps it’s a difficult section …
There are certain things you expect the office of the President of the United States to be really good at. Foreign diplomacy and military strategy might be toward the top of that list. But what about marketing? Though a cynic might suggest that spinning stories and pushing agendas is something the government has excelled at …
How the White House is Crushing This Content Marketing Thing Read More »
The benefits of content marketing Since I recently left newspaper journalism to become a content marketing writer, I’ve had to listen to grumbling from the news industry about content marketing ethics. Stalwart news reporters say content marketing has too many gray areas. They claim marketers make their branded copy look like real, objective news then …
Hey Journalists: Content Marketing Is Not Your Enemy Read More »
It’s a sunny, summer morning and you’re in the car, headed to work. Cruising along, you catch up on the latest episode of your favorite podcast — and that’s when the brake lights start to flash. “Why is everyone slowing down?” Then you see it. There’s a lane closed up ahead, causing a major traffic jam. The stress …