Stiles Says: There’s more than one way to deal with execs who won’t (or can’t) write content.
If it’s becoming a challenge to get your C-level executive to write the thought leadership content you need for your corporate storytelling efforts, remember that, while some CEOs may love to write, nearly all of them like to talk. Try capturing their insight and ideas using a more conversational […]
Stiles Says: Gathering a qualified audience doesn’t even seem to be the issue. Having NO content for them to move them along the sales funnel is the issue.
Brafton Editorial – Brands engaged in content marketing and SEO are getting more than search visibility – they are generating conversions that benefit their bottom lines. A recent eMarketer interview with Google’s Director of Business and Industrial Markets, Mike Miller, noted that more B2B companies are […]
Stiles Says: Brands should be snapping up talented traditional media refugees like crazy right now. I’d jump on that before the real bidding wars begin.
In April, the Wall Street Journal published a survey by CareerCast.com, which ranked 200 jobs from best to worst based on five criteria: physical demands, work environment, income, stress level and job outlook. Careers such as software engineer, physical therapist and computer systems analyst were among the top 10. […]
Stiles Says: Content with no strategy or purpose is not content marketing. It’s not enough just to do more content, it’s got to be the right content for the right audience at the right time.
Even though the idea of content marketing has been around for more than 100 years, content marketing is perhaps one of the most misused terms in present day marketing vernacular. If you’re an online newspaper publishing reams of content every day, are you a content marketer? If you’re blogging […]
Stiles Says: B2B marketers are expected to spend nearly 60% of their total budgets on content marketing in the next 12 months. Plus other fun facts in this Infographic.
In our increasingly voted-on and curated world of social networking and online sharing, quality content is key. As such, more and more brands, marketers and agencies are focusing their efforts (and their budgets) on engaging, informative, and ongoing content marketing. This infographic from Inklyo , investigates how marketers and […]
Stiles Says: trust is everything, and associations have the upper hand. Are they capitalizing on it with content or wasting it?
By Katie Bascuas / Jun 6, 2013 (iStockphoto/Thinkstock) Online research and white papers from professional associations and industry groups was rated more valuable and trustworthy among business buyers than vendor content, according to a new study on content marketing. It’s no secret that marketers are unsure of the most […]
Stiles Says: Actually, the B2B audience is even easier to win over because they aren’t used to hearing organic and human voices in the communications they get, so it stands out. I just hope your CMO lets you be organic and human.
It’s a refrain that has been looping through marketers’ heads for a while: you can’t sell anymore; you must delight. In an increasingly cluttered digital space, the constant interruptions from traditional advertising are being ignored. Companies need to stop giving consumers information they don’t want and, instead, start adding […]
Stiles Says: If this arms race where happening, brands would be beating down the doors of writers, producers and other creatives. That’s not happening. Most don’t know what they want, or how to get it done, so they sit frozen.
A few months back I mentioned it was inevitable for most brands in most industries to be aggressively pursuing content marketing . The arms race has begun to heat up in some industries more than others, and I see the contenders categorised into three divisions: the good, the bad […]
Stiles Says: Mobile will rule the world sooner rather than later. When crafting your content, assume it’ll be watched/read/listened to on a smartphone or tablet.
Everyone knows mobile is taking over. All you have to do is stick your head out the window, snap an Instagram , and you’ll see it: Little computers that we can hold in our hands are everywhere . According to an Econsultancy and Adobe trend report , marketers see […]
Stiles Says: Be very careful of “creativity by committee.” You will inevitably get the most compromised, lowest common denominator content out of it, which will just lay there.
Who doesn’t love Altimeter Group , right? Low cost (FREE!), high-quality research on relevant industry trends. Plus Susan Etlinger is just, like, the nicest . In an April 25 th report entitled Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise analyst Rebecca Lieb […]
