What’s Next Now
Exclusive insights from content marketing's top minds.
Karen McGrane on the Importance of Adaptive Content
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.
How to Stand Out on LinkedIn
LinkedIn is the legacy social platform for the professional marketplace. As of March 2015, there were 347 million LinkedIn users, with two new users joining each second. Of those users, 40 percent check LinkedIn daily.
The Importance of Content Marketing Goals
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.
Recap: The Content Chaos Conference
Authentic, memorable, relevant content and information delivered in the appropriate channel for audience consumption is more critical than ever, according to speakers at last week’s Content Council annual conference in New York.
The Basics of Auditing Content (Part 2)
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.
What’s Your Number?
Owning a credible and useful number, stat or data point in your industry can produce multiple and ongoing earned media opportunities for your company.
The Business Value of the Content Audit (Part 1)
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.
Do Google Analytics Filters Apply Retroactively?
A question I often get asked is, “Do Google Analytics filters apply retroactively?” In other words, people want to know if they turn on a filter, will it apply to historical data or only apply to data after the filter was applied?