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Q&A: Cognifide’s Cleve Gibbon on Content Modeling

Q&A: Cognifide’s Cleve Gibbon on Content Modeling

Chief marketing technology officer from Cognifide, Cleve Gibbon, is passionate about using innovative ways to help his clients get the most from content and technology. He’s an advocate of content modeling, which, he says, facilitates great customer journeys and experience. Here he talks about what content modeling is, how it can increase content’s return on investment and the future of the digital workforce. Read More

MSP Writer Nominated for James Beard Award

MSP Writer Nominated for James Beard Award

This just in from our VP, Content: We could not be more proud to share the news of Dara Moskowitz Grumdahl's twelfth James Beard Award nomination and what we hope will result in her sixth win. We thought we'd share our news in Dara's own words, here. The official James Beard Foundation release can be found here. Read More

The Journey into Content Marketing

The Journey into Content Marketing

If you’re like me, you wouldn’t shed a tear if the term “buyer’s journey” ventured onto an unmarked trail and miraculously disappeared for a day or three. But that’s not happening. Read More

The Importance of Process

The Importance of Process

As journalists, process is our stock-in-trade. Process is what drives a story from idea through publication. We have a process to find the story. We have a process to tell the story. We have a process to check the story. We have a process to publish the story. And, when we must, we do all that in a matter of seconds. Read More

Q&A: Heather LeFevre on ‘Brain Surfing’ With Top Ad Minds

Q&A: Heather LeFevre on ‘Brain Surfing’ With Top Ad Minds

Heather LeFevre had worked in advertising for more than the prerequisite 10,000 hours, yet she still didn’t feel like an “expert.” So she embarked on a world tour (that took her to Asia, Europe and then back home to the U.S.) where she stayed with, and “brain surfed” with, some of the best minds in advertising. LeFevre wrote a book about her experiences (in her spare time). Here she shares her views on which brands are excelling at marketing and how advertising differs in the U.S. and Europe. Read More

Write for Your Audience, Not Your Boss

Write for Your Audience, Not Your Boss

The most effective journalists write for the public (if they work for a general-interest publication) or for a specific audience (if they work for a special-interest title). The least effective journalists write for their publishers to attract advertising or become publishers someday. Readers trust the former and will read them religiously. Readers are wary of the latter and will look elsewhere for information they can trust. Read More

#Instagram

#Instagram

Instagram. Like Hansel in Zoolander, it’s so hot right now. For teens, it’s so necessary. For brands…it’s so much opportunity. Read More

Q&A: Joe Pulizzi on How Content Can Set Companies Apart

Q&A: Joe Pulizzi on How Content Can Set Companies Apart

Content marketing is like a war of attrition says Joe Pulizzi, one of the leaders behind the content marketing movement and founder of The Content Marketing Institute. The author of five best-selling content marketing books believes that companies that focus on building a loyal audience first before defining a product will be rewarded in the long run. Here, Pulizzi discusses how businesses can use content to differentiate themselves, and why smart companies will concentrate on building their own hub or platform for their content. Read More

The Content Council: A Look Ahead

The Content Council: A Look Ahead

The Content Council asked industry elite what they believe content marketers should be focused on in 2016. Here's what our very own Jayne Haugen Olson had to say: Read More

The Art of Making Predictions

The Art of Making Predictions

Starting in mid-December and running through the end of January, my inbox, news feeds and social media channels are ripe with year-end reviews and year-ahead outlooks. I’m a news junky, so I read the reviews for pleasure to test my recall of all the big stories. I’m also a healthcare business journalist, so I read all the outlooks to get a sense of what I might be writing about over the next 12 months. Read More

10 Content Marketing Predictions for 2016

10 Content Marketing Predictions for 2016

What does 2016 hold for content marketing? Read More

Q&A: Jay Baer on Why Content Amplification is Essential in a Saturated Market

Q&A: Jay Baer on Why Content Amplification is Essential in a Saturated Market

Marketing and customer experience expert Jay Baer subscribes to the belief that by 2020 a company’s customer service culture, rather than its price, will differentiate it from its competitors. The New York Times best-selling author of five digital marketing books says although content creation is important, in a saturated market content amplification is even more essential. Here he talks about why you can never give away too much information and how hugging the most vitriolic of online haters will garner you more business in the end. Read More

5 Tips for Joining a Trending Conversation

5 Tips for Joining a Trending Conversation

Trending topics are constantly surfacing — notable or unexpected events and speeches transform social media platforms into hubs for questioning, commenting, and celebrating what is happening. Read More

A Briefing on Briefings

A Briefing on Briefings

Over my 32-year career as a healthcare business journalist, I’ve attended hundreds of healthcare trade shows and even more press briefings at those shows. Read More

Q&A: Stop Looking for Marketing’s Silver Bullet, Advises NextView Ventures’ Jay Acunzo

Q&A: Stop Looking for Marketing’s Silver Bullet, Advises NextView Ventures’ Jay Acunzo

The VP of Boston’s seed VC firm NextView Ventures’ Jay Acunzo, a former digital media strategist for Google and former head of content at HubSpot, says there’s no such thing as a silver bullet in marketing, so we should all stop looking for one. The co-founder of Boston Content quotes Robert Rose when he says content marketing is about creating value, not just describing it, and that if you don’t know the problem your business was created to solve, marketing is the last thing you need to worry about. Read More

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