From the category archives:

Content

Internet advertising shows strong momentum, and content helps to drive conversion

April 13, 2010

The recovering economy is driving bullish projections for online advertising. Two trends are apparent: the dollars will migrate toward the outlets with the largest and best performing audiences, and the trend towards leveraging social media tools in marketing continues to be a small portion of overall spend.
eMarketer has featured several research snippets and [...]

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Marketers are ready to adapt their processes to content strategy, but the change will be stark

March 30, 2010

Edward Boches of Creativity Unbound asked some influential folks who went to SxSW what was their one big takeaway from the conference.
Kristina Halverson, CEO of Brain Traffic spoke to the readiness on the client side to make process changes that will enable content marketing strategies.
“My takeaway? Clients are ready to coordinate their currently siloed interactive [...]

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A model of disruption: Why do I care how I get to the NY Times?

March 5, 2010

The single content brand that I’ve had the longest relationship in my life is The New York Times.
Even though I grew up in New England, a highlight of the week was when my dad went and got the Sunday papers — the Boston Globe, the Providence Journal and The New York Times.
Five decades later, the [...]

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Content “curation” can create authority

March 4, 2010

Traditionally, the most valued content was original.
This emphasis developed within a content model of constrained distribution and expensive production costs. When there are only a handful of distribution points for content — some magazines, books, a handful of TV station and radio stations — the way to build audience was to deliver original and [...]

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Ideas that drive engagement will drive marketing…but only if you can cleanly define your brand

February 24, 2010

We’ve been working on several fronts to better understand the value of engagement to business results.  Engagement — a term that has more definitions than you can count — is the underlying driver of most social media tool development, but creating engagement is more often a black art than a science.  (A constant frustration to [...]

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A perspective on Content Curation, Content Costs and Consumer Engagement from Anna Seave

February 18, 2010

Steve Rosenbaum did a great interview with Columbia’s Ana Seave that was published on MediaBizBloggers earlier this week.
Seave is one of the key contributors to The Curse of the Mogul, required reading for anyone in the media business who wants to dig into the critical issues facing media companies and their business models.
Seave’s thought a [...]

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