Category Archives: business

Stock 2.0: What Savvy Marketers Need to Know About the Changing Rules of Visual Content

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Back in 2015, Vince Vaughn, Dave Franco, and Tom Wilkinson were featured in a series of parody stock photos to promote their upcoming movie Unfinished Business. The film has a 10%

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Content Syndication: More Than a Traffic Boost

I learned content distribution, syndication, and SEO very much by accident.
Here’s the backstory: In 2005 I was firmly rooted in the world of documentaries. I worked on projects for ABC News, HBO, The

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The Murky World of Influencer Marketing: How Non-Disclosure Can Hurt Your Brand

Ever since marketers cottoned on to the potential for social media to drive influential word-of-mouth brand recommendations, they’ve tried to either foster or fake these discussions.
“I heartily endorse this event or product,” says

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Less Brand, More Identity: The Zombie Business Cure

No company wants to be a zombie – an uncaring, brainless, ruthless, inhuman thing that does whatever it takes to keep going. Yet examples abound of companies that behave in zombie-like ways, often

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Are B2C Content Marketing Teams Getting What They Need to Succeed? [New Research]

We’ve all known (and probably been part of) small, focused teams that seem to produce incredible results. Unless these teams hang on to their tight focus, though, even the most impressive typically hit

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Education as a Marketing Strategy: 8 Brands Doing Online Classes and More

Few would argue about the power and value of educational content – whether a blog, an e-newsletter, a white paper, or a how-to video. However, some brands have taken this concept further by

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Pre-Event Content: 5 Tips for Creating Excitement (and a Bit of FOMO)

Next week I’ll join my counterparts from around the world in Berlin to talk about live event experiences. It’s an annual gathering where we can share ideas, successes, and challenges, and learn to

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Publishing Frequency: Why (and How) We’re Changing Things Up

How often do you read the weekend posts on Content Marketing Institute the day they’re published? We can tell from traffic the answer is “sometimes” for many of you.
Before I joined the CMI

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How to Adopt a Customer-Centric Strategy for Your Content

Does your company look at content through customers’ eyes? Here’s one way to tell: Look at your marketing content. For starters, riffle through some titles. Do the words typically convey customers’ concerns? Or

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Looking for Content Strategy Buy-In? Don’t Rely on the Same Old Arguments

There have been more posts than I can count about how to make a compelling case for a content marketing strategy. I’ve written some of them and read any number of them on

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