If you only read one content marketing article this year, read this one. Great overview of matching your goals with the right metrics. So important! Don’t read if you don’t care about ROI or results.
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I had the pleasure of hosting the Content Marketing Brainy Breakfast for the marketing Association a while back, and now the speaker who did the ‘educate’ part of the breakfast has posted his updated presentation.
Companies (big and small) need someone in charge of their marketing content strategy. We all know that content is marketing, but the key is that marketing is also content (like good ads are content…). So you need to use it wisely.
Infographics and big data are still trendy, so if you are going to use them, please don’t make these types of mistakes.
One often unspoken concern among digital advertisers is much like fast-forwarding through ads on TV, user control over their computers mean the ability to block ads. And it’s on the rise. Clearly a driver for integrated content and native advertising’s growth much in the same way as product placement on TV is done to avoid the fast-forwarders.
I just realized I don’t share enough examples of best practice campaigns, so here’s a recent very successful digital content marketing campaign from Coke. I love the little taste of controversy at the end of the article around effectiveness as I doubt that would happen in another media type.