Customer & Digital Experience
The Difference Between Content And Content Marketing
As the line between content and content marketing blurs, columnist Rebecca Lieb shares thoughts about what lies ahead for content professionals.
Rebecca Lieb has published more research on content marketing than anyone else in the field. As a strategic adviser, her clients range from start-up to non-profits to Fortune 100 brands and regulated industries. She's worked with brands including Facebook, Pinterest, The Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Save the Children, and The Federal Reserve Bank of New York. Rebecca was until recently an analyst at Altimeter group, and earlier launched Econsultancy's U.S. operations. She was also VP and editor-in-chief of The ClickZ Network for over seven years, also running SearchEngineWatch.com. She's also held executive marketing positions with major global media companies. Rebecca has written three digital marketing books, the most recent is Content: The Atomic Particle of Marketing.
Customer & Digital Experience
Content And SEO: Getting Basic With The Basics
What's the point of churning out killer content if no one can ever find it? Columnist Rebecca Lieb explains why SEO and good content go hand in hand.
Customer & Digital Experience
Steps Toward Developing A Content Strategy
Columnist Rebecca Lieb details the critical steps organizations should take to map out a clear content strategy to govern their content marketing.
Customer & Digital Experience
A Meaningful Framework For Content Measurement
Content marketing isn't solely for driving sales. It can recruit employees, provide customer service, facilitate product feedback and more. Columnist Rebecca Lieb tackles how content's impact on these areas can be quantified.
Performance Marketing
How To Conduct A Content Audit
A content audit is the cornerstone of content strategy, which governs content marketing. The aim is to perform a qualitative analysis of all the content on a website (or in some cases, a network of sites and/or social media presences — any content for which your organization is responsible). Why perform a content audit, which […]
Customer & Digital Experience
Content Marketing: What To Consider Before You Outsource
If you're like many brands, you want to keep close tabs on your content marketing. Contributor Rebecca Lieb details what you should consider when hiring an outside agency to help.
Customer & Digital Experience
Culture Of Content: The Success Criteria
Fundamentally, content has become bigger than marketing; it spans across the enterprise, particularly in public-facing divisions such as sales, customer care, recruiting, PR and product groups. All these constituencies have the capability to create and to distribute content, to contribute to the overall content pool, and to become part of the content circulatory system. But how […]
Performance Marketing
Native Advertising Disclosure & Transparency: Who’s Responsible?
We can all pretty much universally agree that with native advertising comes the obligation of disclosure and transparency. That means clearly and unambiguously indicating that yes, this is an ad, paid for by Acme Corporation. Yet, how to provide disclosure remains a murky area — hardly surprising given how quickly an extraordinarily wide variety of […]
Customer & Digital Experience
The Role Content Plays In B2B Social Selling
Columnist Rebecca Lieb shares seven concrete tips that B2B organizations with social sales should be implementing.
Customer & Digital Experience
Orchestrating Content Marketing On A Global Scale
Columnist Rebecca Lieb discusses the necessary ingredients for a successful global content marketing initiative.
Customer & Digital Experience
Content Marketing: What To Measure Beyond Sales & Leads
Sure, you should be measuring revenue and leads related to your content marketing, but what are the other less-obvious benefits that content provides?
Customer & Digital Experience
How Much Does Content Cost? It’s Not An Easy Question, And Here’s Why
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it. How much does content creation cost? There are still no easy answers, are there? Yet it’s a question marketers persist in asking, in much the same way people were asking back in the […]
Customer & Digital Experience
A Major Executive Move In Content Marketing — Q&A With Michael Brenner
Michael Brenner has long been a recognized leader in content marketing in his role as VP marketing at SAP. Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company. NewsCred is a rapidly growing content marketing technology platform that also offers licensed and original content. Clients include Bank of America, Time […]
Customer & Digital Experience
The New Anything/Anyone Goes Competitive Landscape For Content Marketing Firms
Recently, I was chatting with the CEO of one of the leading digital agencies. Talk turned to competitors, and I asked what firms his firm found itself bidding against most frequently. Usual-suspect names cropped up (Digitas, Sapient Nitro). But so did PwC, a name that would have never cropped up in the same discussion five […]
Customer & Digital Experience
Say Hello To The Content Marketing Stack
You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack. Content stacks aren’t here yet, but they’re coming. In the next couple of years, I expect we’ll see offerings from the big enterprise players: Adobe, Oracle and Salesforce.com. (IBM has a […]
Customer & Digital Experience
Content Marketing Haters Gonna Hate (And Why They’re Wrong)
When something gets big enough to attract a great deal of media coverage and conversation, it’s inevitable that not all the attention will be positive. Take Justin Bieber. Or Miley Cyrus. Both have detractors as vocal and as passionate as their fans. Content marketing is certainly no teen idol, but as interest in the topic […]
Customer & Digital Experience
Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers
The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for sentences. OTP, BRB, LMK, OK? How low can you go? In a year or two, 140 characters — a miserly […]
Customer & Digital Experience
Content Strategy Gets Tactical: Establishing The Content Workflow
Content strategy — creating repeatable processes to govern content marketing and make it accountable to measurable goals — has many components. Your first steps in putting together a content strategy include determining the goals, developing personas, analyzing content needs, and designating someone to serve in an editorial leadership capacity. From there, you’ll want to establish […]
Customer & Digital Experience
For The Right Content Marketing Answers, Ask The Right Content Strategy Questions
A big box retailer’s chief content officer of reached out recently with a question. Here’s what he wanted to know: “What is the percentage of content you see utilized comparatively that’s company generated versus user-generated versus contributor generated? I’m trying to see how others are looking at their mix.” What would you have told him? […]
Customer & Digital Experience
Why Content Strategy Is Foundational To Real-Time Marketing
When the curtain went up on the Emmy Awards, HBO was ready. As usual, the cable network was nominated for a plethora of awards. Naturally, there was no way of knowing who, or what programming, would win which categories. At the same time, there were plenty of knowns: those shows, actors, directors and talent who […]