Content Kings

Content Kings

Uninformed executives are the biggest threat to B2B content marketers, says Michael Brenner, head of strategy for content marketing platform provider NewsCred. A strong believer in the value of content, Brenner says it will always deliver ROI and tells Content King Juliet Stott how businesses can incentivize employees to contribute to their thought leadership and content marketing efforts.

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In a world where digital dominates, Keith Kawasaki, VP of client services at iostudio, which publishes the Army National Guard’s flagship magazine GX® The Guard Experience, remains a champion of print. He describes it as a magnetic experience, something that will bring people together in a meaningful way. Here, Kawasaki talks to Content King Juliet Stott about the longevity of print and why it’s still holding its own against social media.

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Not every brand can become a publisher, says The Content Council’s Content Director of the Year Nic McCarthy of UK content marketing agency Seven. But all brands can adopt an “editorial mindset.” In this Q and A, McCarthy chats with Content King Juliet Stott about what it means to be a content director and why ad-blocking will raise standards in the industry.

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Digital can no longer be a “carbuncle on the side of a company” says Content Strategist and Information Architect Karen McGrane. In the past 20 years she has been instrumental in transitioning major U.S. publishers’ content from print to digital. She has worked with Hearst, The Atlantic, Fast Company and Time Inc., referring to publishers as canaries in the content coal mine. MSP-C Content King Juliet Stott interviewed McGrane about the importance of adaptive content and what big business can learn from the publishers who’ve been forced to go digital.

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Companies embarking on content marketing have to have goals and objectives first and foremost, according to Rebecca Lieb, Altimeter Group's digital advertising and media analyst. Lieb, who also serves as a strategic adviser on digital marketing innovation to organizations ranging from start-ups to non-profits to Fortune 100 brands and regulated industries, believes asking questions and knowing your audience are the keys to setting these goals. MSP-C caught up with Lieb to learn more and to find out which companies she thinks are getting it right.

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If we want to treat our content as a business asset, we must be able to measure its business value. Just as we evaluate any business asset against a set of standards for quality and effectiveness, we can apply a similar process to content.

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Content is a business asset. And like any other business asset, whether it be real estate, equipment, intellectual property or personnel, it has value. That value can depreciate over time if care is not taken to regularly inventory and audit content against current and future business objectives.

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Tweets, Facebook postings, and other social media channels can put brands into a cycle of knee-jerk reactions that do not necessarily reflect their company values. So much of what passes for great social media is pointless and off-brand.

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Social is so prevalent in our world today. We see it being used everywhere and in everything we do, from service appointments, to coupon offers, to brand purchases, to a blog or Facebook posting.

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Recent studies from the Content Marketing Institute and Contently give us some insight into whether content marketing is an effective tool for engaging with consumers.

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