My new column is live at The Drum: Brand publishers should learn quality versus quantity and shut up If content marketing is so wonderful, then why is the largest company that is best known for selling, using and advocating the practice losing more than $40m every year? More on that in a bit. The Content […]
My new column is live at The Drum: In a first-season episode of the American TV drama Scorpion, the show’s crack team of techno-wizards meets a man who developed a computer program that uses an algorithm to create instant pop music hits. Such software would be worth millions. After being saved from multiple attempts on […]
My new column for The Drum is live: Apples are not oranges – and ‘content marketing’ means nothing The moment that you slap a call-to-action on any piece of marketing collateral, it becomes direct-response advertising. More on that after a story. Read the whole thing at The Drum! Thanks for reading! Follow me on […]
“Content marketers, in a modern version of marketing myopia, seem to think that their reason for existence is to create content rather than communicate with clients and sell stuff.” — Mark Ritson, “Is ‘content marketing’ a load of bullocks?” in Marketing Week If I say that I saw a “TV commercial,” you would know in […]
BERLIN — I had the honor of speaking last week at this year’s Content Marketing Masters, one of three European conferences that are held by the German online marketing agency PerformicsAKM3. The topic? “How to Integrate PR and Content Marketing.” Here, I will summarize my presentation for everyone’s benefit. For more details on the highlights […]
I’m honored to announce that I will be speaking on the integration of PR and content marketing at Content Marketing Masters in Berlin in June 2016! Get your tickets now — see you soon, Germany! Thanks for reading! Follow me on Twitter. See my marketing speaker page or marketing workshop page to have me visit […]
My newest essay is up on Moz! We all know content is king, but if your content marketing plan consists of blindly publishing daily blog posts on your website or submitting countless bylined articles (i.e., guest posts) to random outlets, your king will turn into the court jester. Marketing must have a sound strategy behind it to be […]
Owned media, as Cara Tarbaj summarizes at Social Media Today, is content that you publish on channels that you control (such as your website). Earned media is when others publish content about you. Both have their benefits and drawbacks, and it is crucial to know when to use which channels. When should you publish on […]
Google+ is the perfect example of how all marketing today needs to be holistic and integrated. In 2011, Google announced the deployment of the “rel=author” tag that could be used to connect an individual person with an individual piece of content on the Internet. The photo is an example of the tag’s effect on Google […]
Everyone loves a good story – and brands, just like people, have stories to tell. Most businesses are started in pursuit of personal dreams that go far beyond just “wanting to make money.” Entrepreneurs are often idealists. Whether it is a family-owned restaurant that wants to preserve the cuisines of the Old World or […]
Google recently updated its search-results algorithm to include more quality content from recognized brands under the label “In-Depth Articles.” As shown in the graphic to the left, many search results now display blocks of excerpts of essays on related topics. Do you want your website to be included? Here’s how. First, a few strategic questions […]
Content is the fuel of social media, so companies that want to take advantage of the opportunities offered by social media will need to create a complimentary content-marketing strategy. In a prior post on how to create a social-media marketing strategy, we outlined the basic questions to address when creating a plan to engage target […]