If 2013 was the year of content, in 2014 distribution of good content will take centre stage. A Forrester report, titled, “Put Distribution at the Heart of Content Marketing’ (it's a paid product) demonstrates that only 36 percent of marketers who use content feel they use it effectively. While investment in…
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A silo stands alone and is used to deliver a specific task. In business and marketing, "silo" usually has a negative connotation in that it suggests a lack of integration. Silos can create split personalities – which, goes the logic, no brand can afford. However, neat and crisp as it…
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Creating good premium content typically requires a substantial amount of time, money and resources. To get the most out of your investment, here are 5 tips for creating magnetic content: 1. Identify customer needs Content marketing requires a deep understanding what your customers really want and need. Even though search…
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Blogging is a cornerstone of inbound marketing. The content on your blog can cement or mar your reputation, so the stakes are high. While the desire to hit the submit button immediately after drafting a post is often strong - particularly when you are trying to meet a tight…
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The webcam biz will soon be the only financially viable part of the porn industry. In the future, porno flicks as we know them will still get made but they'll be loss leaders for the profitable segment of the industry, according to Michael Stabile, author of the above piece. At…
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Content is where so much begins these days. The tough part is, as communicators, we've been thrown headlong into planning, creating and disseminating it for our employers, clients and other stakeholders. Let's face it, our record as content marketers is mixed at best. It's understandable. Though it doesn't always feel…
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I recently read a great piece on how brands must learn to balance stock and flow content. Author Noah Brier explains that, "Traditionally, brands have been quite good at creating stock content in the form of ads and some of the more forward-thinking ones have found really interesting ways to…
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I've spent a lot of time working on breast cancer related campaigns in my career and have seen a tonne of great cause marketing collateral. The video below is so well done. Kudos to Rethink Breast Cancer for understanding the elements of spreadable content (and for not playing it cautious…
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Blog posts are usually written on the fly. They're read that way too, so the blogosphere is full of listicles and trite nonsense. More and more, I am convinced that the best thing a blogger can do with a post is write a draft, save it and then stop looking…
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If you blog, my guess is you produce posts, pimp them and then pretty much forget about them. Most of us do. Maybe we shouldn't be so quick to put old posts out to pasture. Here are 3 reasons to remember, and occasionally re-pimp, your old posts: Evergreen content that…
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