Sword and the Script

5 Slightly Contrarian Views on a CMO Council Content Survey



by Frank Strong

5 Contrarian Views on a CMO Council Content Survey

In July 2015, the CMO Council released a report based on a content survey conducted with syndication platform Netline.  The organization published a well-written press release that drew me in and pointed to one overarching conclusion:

Most view their content marketing process as ad hoc, decentralized and driven by internal stakeholder interests.

In reviewing the actual report – Lead Flow That Helps You Grow Report – I came to different conclusions on some of the findings: Read More…

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B2B Solved the Biggest Content Marketing Challenge Yesterday



by Frank Strong

A Solution to the Biggest Content Marketing Challenge You Already Have-head

Sometimes the answers are hidden in plain sight.

Content marketing surveys consistently demonstrate the biggest barrier facing marketer is feeding the content monster.

For example, 54% percent of 1,800 respondents said, “creating engaging content” was the top content marketing challenge in the 2015 B2B Content Marketing survey by the Content Marketing Institute and Marketing Profs.

Those in the content trenches, know exactly what this feels like:  We are never done.  Even as one piece goes to publication, our heads are already down on the next two or three. Read More…

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The Shocking Beef about Feeding the Content Monster



by Frank Strong

The Beef about Feeding the Content Monster

The burger business tells us a thing or two about content marketing.

We can take a spin down the main drag in most cities and towns and find a burger joint. In most cases, we’ll find two or three and often more.

There was a McDonald’s that was a hot spot at the end of the strip when I was a teenager in high school. To my astonishment, there was a Burger King surrounded by blast walls when I deployed to Iraq.  I’ve found classic burger joints along travels – for both business and pleasure – in London, Paris, Cairo and Jerusalem.   Read More…

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Engineering the Enterprise for Content Marketing



Engineering the Enterprise for Content Marketing

Recently a puzzle like the one nearby made rounds on the web.   Fifth grade students allegedly can solve this problem in 20 seconds or less.

If you tried and failed, you are not alone and we are together in this one.  Though I tried to recall forgotten algebra lessons from the foggiest reaches of my mind the effort was for naught.  And algebra, if I could have recalled it, wouldn’t have helped me anyway.

The solution is far easier and I’ve posted the answer at the bottom of this post. Read More…

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Scale Content Marketing: Employees are the Secret



by Frank Strong

Scale Content Marketing Employees are the Secret

“The biggest challenge is that we are moving from an industry that could create one amazing commercial to reach consumers to an ecosystem with a diversified channel structure,” according to Mike Scafidi, marketing operations with PepsiCo.

His commentary was presented in a white paper titled The Future of Content co-produced by The Content Counsel and an AdAge team that writes sponsored content for brands.  The paper is based on a combination of a survey of approximately 500 marketers and interviews from a number of people, like Mr. Sacfidi, from large consumer brands.

The top challenges and goals identified in the survey – producing quality content consumers find engaging – are consistent with other content marketing studies.  Yet the paper also surfaces the underlying driver of the shift to content marketing. Read More…

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We Should Measure Content Marketing by Relationships



by Frank Strong

3 Ideal Content Marketing Metrics

As a metric for content marketing, pageviews are flawed according to a white paper – Why Content Marketers Are Using All the Wrong Metrics – published by Contently.  The company provides the combination of a talent marketplace and content marketing software to manage projects and campaigns.

The white paper calls the pageview a “superficial impression of how people behave on the web.” It also labels the click “its evil queen.”

For 20 years, the media and marketing world has been beholden to the pageview, a deeply flawed metric that only captures the most superficial impression of how people behave on the web.

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B2B Customers Want Thought Leadership



by Frank Strong

B2B Customers Want Content and Thought Leadership - head

Thought leadership is usually associated with top-of-the-funnel as far as marketing outcomes are concerned, but there’s evidence to suggest it meets the needs of existing customers.

According to an eMarketer report – Don’t Forget About B2B Tech Buyers Post-Purchase –  some 80% of B2B survey respondents are looking for thought leadership content after a purchase. Indeed, 41% said this was “very important” while just 2% couldn’t care less. Read More…

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6 Pragmatic Content Marketing Predictions for 2015



5 Pragmatic Content Marketing Predictions-top

The Content Marketing Institute (CMI) is out with its annual list of content marketing predictions. The organization published its list in a blog post yesterday titled 60 Content Marketing Predictions for 2015.

It’s hard to believe CMI has been publishing predictions on “content marketing” for seven years because it doesn’t feel that long, perhaps serves to underscore the important role of data.  While my own writing on these very pages often laments how far we have to go – one thing that struck me in reading through this year’s predictions was the realization of just how far we’ve come.

It is perhaps, the beauty of paradox: it is nearly impossible to look forward without in some way, shape, or form, reflecting on the past. Read More…

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Kevin Spacey: Conflict as a Marketing Counter Narrative



Conflict as the Counter-narrative of MarketingThe story is everything, but conflict is everything to the story.

So says Kevin Spacey who was the key note speaker of the Content Marketing Institute’s annual conference and CMI released this highlight video in an email today. The video is embedded below and well worth the five minutes it takes to watch it.

Though he can clearly pronounce the term “GIF” correctly, I’m not sure he knows much of anything about content marketing.  He does appear to have a grasp of storytelling and insofar as that’s a foundation of content marketing, then his ideas are interesting. Read More…

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