Stories on the tech industry, content marketing and online sales enablement
For years clients of mine have leveraged reports from the research firm Market Connections. For the past six years the firm has hosted an event to announce their latest federal media and marketing study. My former agency Strategic Communications was a sponsor of the 2011 event, during which research was released highlighting increased social media […]
I’ve written frequently about brand journalism for a few years now on this site. But I’ve never written a song about it. That’s what healthcare PR and marketing firm MediaSource did recently. Agency president Lisa Arledge Powell gave a presentation on content marketing in healthcare at a PRSA event that included the “Brand Journalizer” song. […]
Recently I read an excellent piece on content marketing from Jeremiah Owyang. It talks about understanding the different types of content that make up a comprehensive content marketing effort. I’ve found this kind of segmentation increasingly useful as clients become more sophisticated in their content marketing programs. Firstly, it’s helpful because despite its increasing popularity […]
Forrester Research is out with a new report on content marketing. It’s titled “Build Your Content Brand By Delivering Customer Value” and its lead author is analyst Ryan Skinner. The report is $500 to download, and thanks to Michael Skinner’s excellent B2B Marketing Insider blog I can share some highlights. The report concludes that one […]
eMarketer pulled together this week some content marketing research and made it available via a new report. The report was sponsored by Contently, which bills itself as “the largest network of freelance professional journalists.” So they’re the brand journalism people, though they don’t use that exact term. Here’s the link to download the report. If […]
Fifty percent of federal workers are considering leaving for the private sector due to pay freezes, political gridlock and better pay. That’s one of the findings from a recent poll conducted by research firm Market Connections and FierceGovIT. Many of these percentages are startling. The coming tsunami of senior level retirements in government has been […]
Most of my clients engage in content marketing efforts designed to increase revenue. Over the past five years we’ve established a proven methodology for making that happen. But increased sales is not the only outcome content marketing can support. Content marketing engagements can also pursue public affairs goals. A good example is a campaign being […]
Social media giants like Facebook, LinkedIn and Twitter are not really social any longer, but they are the modern equivalent of the old network broadcasting system. That’s the verdict of an excellent article from Jay Baer at Convince and Convert. These companies used interaction and community to grow to massive scale. Now they are monetizing […]
Success in an agency environment requires a constant balancing act. You want your client to view you as a full member of their team, ready to go to any lengths to get results. At the same time you need to stay in business, which requires matching the time and attention given to each account with […]
Any discussion of content marketing will talk about the importance of great content. That is the foundation on which a content marketing campaign is built. If you and your client aren’t putting out great stuff, the campaign won’t be successful. High quality, consistent content development isn’t easy. Usually you’re busy, the client is busy and […]
The first full work week in 2014 opened with a spirited debate about the future of content marketing. It began with a post from Mark Schaefer that posits content marketing will soon hit a saturation point he calls content shock, beyond which it won’t be a sustainable activity for many businesses. Christopher Penn at SHIFT […]
Last month Joe Pilizzi at Content Marketing Institute put out a list of 50 content marketing predictions for 2014 from industry professionals. It’s an excellent list that reflects many of the points stressed over the past few years here at chrisparente.com. Of course if you’re a content marketer, you may not have time to read […]