29 Apr 2013

6 tips for keeping up with demand for quality content

6 tips for keeping up with demand for quality content

After weeks of work, you published a killer whitepaper that’s getting great response and generating website traffic and leads. You feel great. Lots of back-patting going on. However, producing excellent content can be a double-edged sword, if you’re not prepared. Prepared for what? (Paparazzi? Book deals?)  Nope — increased demand. You write great stuff, more […]

29 Apr 2013

Why generosity trumps greed every time

Why generosity trumps greed every time

Give, and you shall receive: it’s a concept that’s been around for millennia. Yet as many times as we’ve heard that mantra, we’ve also heard this one: nothing’s ever free.Marketers have spent decades devising clever ways to make consumers believe they’re getting the best deal ever, while the business makes gobs of money. While those kinds […]

28 Apr 2013

Behind the content: GoldieBlox

Behind the content: GoldieBlox

GoldieBlox is the new darling of the tech and consumer media. The Oakland-based toy company manufactures a building set designed just for girls — not just to give them the pink-and-pretty version of LEGOs®, previously always marketed to boys, but to appeal to the way girls learn and discover, and to encourage them to develop a love […]

16 Apr 2013

5 ways to be more generous with your content

5 ways to be more generous with your content

Ready to take the high road and make your content less self-serving — so you can win the loyalty of your customers? Consider these tips: Talk about others if you want them to talk about you. The recommended rule of thumb for content in social media is to talk about other people, topics and things […]

18 Feb 2013

Why intelligent content matters in a post-“Mad Men” world

Why intelligent content matters in a post-“Mad Men” world

What is intelligent content, and why does it matter? The recent Intelligent Content Conference in San Francisco played host to dozens of speakers and workshops on the themes of content creation and distribution — and yes, engagement! — in the digital age. Read on for our top four takeaways. 1. Always start with the basics […]

30 Jan 2013

Transmedia: it’s about the story, not the tools

Transmedia: it’s about the story, not the tools

The term “transmedia” has become the handle for storytelling with some kind of video or interactive component. But transmedia storytelling is really more about the story itself, not the tools that are used to tell it. The panelists at “Transmedia Storytelling for Brands,” a panel sponsored by the San Francisco chapter of the International Association […]

9 Nov 2012

Does your online content have a point of view?

Does your online content have a point of view?

Your answer to online traffic-building strategies may be as close as your doctor’s waiting room. The editorial focus of old-school print publications — which has traditionally helped publishers limit costs and more effectively sell advertising — may serve as the perfect playbook for content strategists and bloggers seeking to build an engaged audience. Lifestyle magazines […]

4 Jul 2012

From sexy to simply irresistible: 6 tips for great white papers

From sexy to simply irresistible: 6 tips for great white papers

Since the content marketing movement began, there’s been a steady increase in demand for white papers — they are, to use a favorite phase of an old friend, “the new hotness.” We hear and say the phrase “white paper” dozens more times a week than we did a couple of years ago. They are considered […]

4 Apr 2012

The new content problem

The new content problem

Eighty percent of B2B marketing organizations said they are using content marketing to grow their businesses, in a December 2011 study by the Content Marketing Institute and MarketingProfs. Their most-used tactics include article posting, social media (largely Twitter and LinkedIn), blogs and e-newsletters. Interestingly, marketers expressed a lack of confidence effectiveness of these tactics, stating that […]

7 Jun 2011

Do companies really need to be publishers?

Do companies really need to be publishers?

Over the past couple of years I have been immersing myself in the content marketing world, attending conferences and reading the books and blogs that are shaping the way we think of complex marketing and the content that can support it. There is one main assertion that continues to rise to the top — “companies […]