What’s Next Now
Exclusive insights from content marketing's top minds.
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.
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.
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.
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.
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.
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.
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.
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.