- Our Blog
It feels like social media editors only have fun on Twitter and Facebook. Those platforms may be the go-to places for celebrities and “sexy” B2C brands—if Denny’s is ever going to be sexy, this is it—but when it comes to B2B marketing, LinkedIn has them beat. According to a new infographic from WebpageFX, 80 percent of B2B social media leads come from LinkedIn.
Content strategists must’ve been good last year because they’re set to enjoy a salary boost in 2017. That’s according to new research from The Creative Group, a staffing firm which collected data for more than 120 creative and marketing jobs across the U.S. After looking through the data, the companies pinpointed the eight highest-paying tech and creative careers.
Last month, before people went away on vacation and struggled to explain their jobs to their extended families, the editorial team asked everyone at Contently to think about the future of content marketing. Will video rule 2017? Will fake news change the way publishers pursue marketing? Will artificial intelligence go too far? Now we’re back, ready to hope for the best, plan f ...
This decade, native advertising has been one of the hottest—and most controversial—media trends. It’s been heralded as both a savior of the media business and a slayer of reader trust. The truth likely falls somewhere in the middle. Like it or not, native advertising has become a key revenue stream for publishers and a go-to tactic for advertisers.
Content marketing studies tend to be happy-go-lucky affairs. Companies are investing more money, executives are buying in, teams are more sophisticated, and so on. Every year since 2010, the Content Marketing Institute has put out one of those studies on the state of content marketing. CMI’s analysis of B2B content marketing is a prime example of how to get earned media.
Over the last few years, Vox Creative—the native ad arm of Vox Media—has shot to the A-list of native advertising options, earning perhaps the best reputation of any shop not named T Brand Studio. Its high-quality branded documentary series, like “Two-a-Days” for Russell Athletics, integrate well into Vox’s portfolio of sites.
Like many news stories of late, this one started with a tweet from the president. On September 27, Trump fired off an accusation that Facebook had always been against him. Facebook CEO Mark Zuckerberg responded later that day with his own post, writing: “Trump says Facebook is against him. Liberals say we helped Trump. Both sides are upset about ideas and content they don’t like.
The Economist’s Mina Seetharaman has a message for brands: If you’re not solving a real problem for people, you shouldn’t create content. “People tend to think about content marketing or branded content as longform advertising,” Seetharaman, the global managing director of marketing solutions, told me. “You really have to look from the outside in.
Successful content marketing is about more than just creativity. According to SiriusDecisions, 60 to 70 percent of content created by marketing departments currently sits unused. But some brands have already figured out how to maximize the value of their content. In Canada, RBC is a great example of what happens when a large organization gets different lines of business to beco ...
Whenever I talk to brand marketers, I always make sure to ask them one question: How is your content different than what your competitors create? It’s a simple ask, but I’ve noticed that people have trouble answering it. And a lot of them sound the same. They mention things like truly caring about the customers and using an authentic voice.
Rob Holzer remembers the first time he came to Cannes six years ago after starting Matter Unlimited, an agency focusing on ad campaigns that drive positive social change. “People would sort of just tilt their head nicely and be like, “Oh. That’s nice,” Holzer recalls. “But, like, how are you guys going to make any money?” Since then, Matter Unlimited has thrived helping brand ...
Few activities in B2B marketing yield immediate results. Long sales cycles mean it can take months, if not years, for your work to positively affect business. Luckily, there is one exercise proven to help you out right away: a content audit. What is a content audit, exactly? It’s the process of tracking down and organizing all content produced by your company.
Six years ago, I launched a site to cover the intersection of advertising and technology in New York. One of my first profiles was on Huge—a small, red-hot Dumbo design agency that had designed a mobile streaming app called HBO Go. This past summer, I caught back up with Huge founder Aaron Shapiro, who has since turned his small shop into a full-services operation with thousan ...
Last week, the world got wind of the biggest Facebook algorithm change in years. Google officially reclaimed its spot as the top source of referral traffic since Facebook overtook it in August 2015, which means the world’s biggest social network has been pushing less and less traffic to content. According to a Parse.ly data analysis of over 2,500 sites, Facebook referral traffic now sits at 35.
What makes GE’s content a hit while other brands fall flat? Why do some Super Bowl commercials make us tear up while others leave us staring blankly at the nachos? In all likelihood, your answer boils down to “because it’s good.” But according to Brian Millar, founder of the Emotional Intelligence Agency (EIA) and one of the UK’s top content research firms, there’s a deeper sc ...
“You really have to check out…” Whenever my friends used to say this, the recommendation at the end of the sentence would be a restaurant or bar or TV show. Now, it’s a podcast. That shouldn’t come as a surprise. Over the last decade, audio storytelling—one of our oldest mediums—has seen an unprecedented explosion in popularity.
Netflix drives how we think about so much: dating, friendship, introversion, internet memes. But I’m a total dork, so when I think of Netflix, the first thing I focus on is content strategy. In a book I co-wrote with Contently founder Shane Snow that’s being published this fall 1, we write about Netflix’s foray into original programming.
Content marketing industry news and analysis, by Contently