The Basic Benefits and Drawbacks of Owned, Shared, Earned, and Paid Media
Understanding the unique characteristics of owned, shared, earned and paid media helps marketing and communications professionals consider how to weave these together to best execute an overall strategy A couple years ago, a startup founder and CEO approached me about...Read More
B2B Content Amplification in 2023: A Sure Way to Get More out of Marketing’s Investment in Content
75% of marketers say they don’t spend enough time on B2B content amplification because they don’t have time (77%) – they are too busy making more content they also won’t have time to amplify If you’ve been in marketing for...Read More
Don’t Slap a Copyright on Marketing Content You Want to be Shared; Do This Instead
This isn’t the post I intended to publish today. I had plans to cover a survey – as I often do with attribution. But as I dug into the report, I noticed one small thing that gave me pause: a...Read More
Why Some B2B Tech Companies Fail at Marketing [guest post]
Note: the following is a guest post by Jackie Hermes of Accelity; her bio follows at the bottom. If you are interested in contributing please read these guidelines. Some B2B tech companies, especially in early stages, are eager to make...Read More
The Case For and Against Gated Content and Registration Pages
Marketing is sometimes like politics. Two people can read the same report and draw different conclusions. Typically, those conclusions support whatever you believed before reading it. It’s a bit like that with gated content. Marketers tend to be for it...Read More
Breaking Down Current Trends in Influencer Marketing: 6 Takeaways from a Global Survey by Talkwalker
Influencer marketing has been around a while, but it’s largely shuffled along as an experiment. For a savvy company with smart relationship driven marketers, there’s an opportunity to cut through a very big problem today: noise and clutter. I define...Read More
Six Content Distribution Tips that Everyone Else Isn’t Already Doing
Creating good content is just half the content marketing equation. The other half is content distribution. Distribution tends to fall to the wayside for several reasons. First, for many marketers, so much effort is poured into the creation that distribution...Read More
The Calls to Use Video in Marketing Often Overlook These 3 Essential Considerations
Every couple of years, there’s a renewed collective call to action for marketing to use more video. The catalyst is usually some smart marketer notices video is getting better play on a particular channel. Typically, these calls to action include...Read More
Thinking Different about Registration Forms and Personal Email Addresses
As a voracious reader, I tend to download and consume a lot of content such as reports, whitepapers and eBooks. Often, I’m looking for good research, but also for creative ideas for developing and distributing this type of content that...Read More
3 Tips for Effective Infographics: Data, Design and Distribution [UML]
Infographics remain high on the marketing list of tactics. It’s versatile content piece that can complement and add powerful visuals as part of an integrated campaign. This week I looked at Google search data for the word “infographic” (and variations)...Read More
