Aug 132015
 
A Thank You from Wikipedia

Yesterday I donated a small amount to Wikipedia. Like millions of others I use the site frequently as my online encyclopedia and research tool. Periodically I’d be served messages about how Wikipedia depends on donations to remain  subscription fee and advertising free. Until yesterday I ignored the requests. I didn’t donate that much, less than […]

Jul 222015
 
A Conversation with Simply Measured

As I’ve mentioned in previous posts, most of my clients are running social media advertising campaigns. Major platforms like LinkedIn and Facebook have limited the effectiveness of organic sharing and promotion, making changes clearly intended to steer companies towards paying for reach and exposure. Typically when money is spent companies want to see reporting that […]

Jun 112015
 
Mary Meeker's Internet 2015 Report

Mary Meeker released her annual State of the Internet report at last month’s Re/Code conference. As usual it was chock full of interesting stats, this year expanding to almost 200 slides. I wrote about her previous State of the Internet reports in 2012, 2013 and last year. In addition to the quality of the research, […]

May 262015
 
Primer on Social Media Advertising

Last October I wrote about differing views on how social media advertising should be conducted. My take on the debate between leading social media practitioners Maddie Grant and Jay Baer drew a lot of views and a number of excellent comments on LinkedIn. To some degree Maddie and Jay were talking about B2C brand advertising, […]

Apr 242015
 
Stop Talking About Yourself When Marketing

Does you company know the kind of information prospects want to receive from you? According to a survey released last month by research firm Market Connections, many government contractors talk about themselves rather than share information government buyers are seeking. Titled the Federal Content Marketing Review 2015, the report is a good read and available […]

Mar 172015
 
Requiem for GigaOm

The technology publishing company GigaOm closed its doors last Tuesday. As a consultant working in the technology space for many years, this news really struck me. Back in the day I’d occasionally pitch GigaOm for my technology clients. You really had to know the space to have any chance, which I always respected. And way […]

Feb 232015
 
The Placed Byline -- Earned or Owned Content?

When putting a marketing effort together, it’s important to understand how various types of content contribute to the overall campaign. I’ve written previously about the PESO acronym for content types — Paid, Earned, Shared and Owned. This way of looking at content makes it easier to distinguish the different types and how they complement each […]

Feb 072015
 
The Principles of Quality Content Marketing

Here’s one of the best, most succinct videos I’ve seen defining quality content marketing. It was done by a former client of mine, George Stenitzer. A few years back Tellabs, a manufacturer of telecom and optical networking equipment based near Chicago was a major client of mine. I have telecom experience so I enjoyed the […]

Jan 192015
 
Embracing Continual Learning

To be an effective marketing consultant today, you have to embrace continual learning. That’s something that is easy to say, but hard to do. It’s hard to follow through on for two main reasons — human nature and time. We all say we will pursue continual learning, but human nature prefers to focus time and […]

Dec 312014
 
Giving Thanks for a Great 2014

2014 was another successful year for chrisparente.com. I’d like to say thank you to all of my visitors, and I wish you all the best in 2015. 2014 was a year of transition for me. Early in the year I launched my own content marketing firm, StoryTech Consulting LLC. I’m very happy to say the […]

Nov 212014
 
Creating Better Content

Last week I registered for a webinar featuring Ann Handley, Chief Content Officer at MarketingProfs and best-selling author. The presentation was a distillation of her new book Everybody Writes. An unexpected client issue prevented me from attending the webinar, but thankfully Ann (and Marketo) sent the presentation to us no-shows. I’ve known Ann a long time. […]

Oct 212014
 
Is Social Media Just Another Promotional Channel?

Content marketing and social media promotion — it’s hard to imagine one without the other. Once a company embraces a publisher mentality, it’s natural to use social media channels to engage your audience, build relationships with vertical influencers and provide a valuable feedback loop. Companies also use social media channels to promote their content to […]