Most brands understand what it takes to deliver a satisfying content experience — or think they do. But what your brand believes will compel engagement may not align with what works for your audience. When gauging value, the audience’s perception is reality. If your content experience doesn’t deliver at someone’s first point of entry, you may not…
Strategy consultants and agencies often get a bad rap. Sometimes they deserve it. But sometimes they don’t. The cliché (and some stereotypes exist for a reason) is that consultants and agencies recommend strategies the business can’t implement. The proposed changes might be too complex, disruptive, expensive, or lengthy, making them impractical. Sure, consultants often suggest…
Online reviews are a gold mine for marketers, and fortunately for you, the gold keeps growing. Just four years ago, the volume of online reviews surged 87% year over year, according to Gautam Kanumuru, CEO and co-founder of Yogi, walks through several brands that found the sparkle in customer reviews in his presentation at the
Shocking news this week. A U.S. court found Google, that tiny little Northern California company that provides search, advertising, and other online services, to be a monopoly. Yes, a monopoly. If you read mainstream media coverage of the ruling, you might think a giant space alien had just been killed. Headlines scream superlatives, such as…
Branded content is among the most misunderstood of all content tactics. While it’s a distinct approach, it’s easy to confuse it with other paid campaign tactics like native advertising, influencer marketing, or social media ads. Its non-salesy approach, marked by deeply immersive, entertaining, and educational stories, makes it one of the best vehicles to bridge…
Have you heard any of the countless remixes of New Order’s instant classic Blue Monday? Each one reimagines the synth-laden ’80s staple, a derivative of the original work, yet brings something new to the table. Content remixing operates exactly like that. It’s a form of “Marketing Week about brand building being the most important factor…
I’ve seen several articles and social media posts recently about why modern content marketing needs a “beyond the website” strategy. Here’s the gist of these arguments: With the decade-long slide in search traffic (made worse by AI-powered answers and zero-click search features) and the “for you” trend in social media feeds, you should now distribute…
The CEO asks the company’s data scientist if the marketing strategy should incorporate generative AI and large language models. The data scientist responds: “The epiphany of large language models, distinguished by their profound deep neural architecture and expansive parameterization, constitutes a quantum leap in the domain of marketing. Their extraordinary capacity to unveil intricately woven,…
Marketing plasters the Olympics. In the Parade of Athletes, at every event venue, and during every media opportunity, the competitors generally wear the branded apparel of their country’s sponsor. Unless, of course, the athlete is a star who has a different brand deal. For example, Nike is the apparel brand sponsor for the U.S. delegation,…
You learn the 2025 budget has room to add a new role to your content and marketing team, and you get to decide what that will be. Would you add another writer? What about a data wrangler? Or would you opt for a strategist? What about a customer-focused role? To help in your analysis, we…