What’s Next Now
Exclusive insights from content marketing's top minds.
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.
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.
How To Set Up Google Event Tracking
Google event tracking is additional code that allows you to monitor actions taken on a website (i.e., video views, forms completed, downloads, external link clicks, etc.) that cannot be tracked with standard Google Analytics (GA) code. It is useful when running a campaign whose success depends on specific actions taken on landing pages.
Content Marketing Numerology
I don’t know who started this, and I’m sure it predates content marketing, SEO and website clicks, but it seems that almost every piece of content I see—whether it’s a blog post, article, infographic, whitepaper, slideshow, commentary or video—tells me in its headline the specific number of things I can learn.
Andy Crestodina on Why Data-Driven Content Beats Gut Instinct
Web strategist and content marketer Andy Crestodina of Chicago’s Orbit Media says marketers can only make good content decisions if they’re paying attention to the data.
Here he tells us why he no longer listens to his own opinions and why content marketing is ultimately a contest about who can be the best teacher and who can give the most information.
Doug Kessler on Crap Content and B2B ROI
London’s Velocity Partners co-founder Doug Kessler describes himself as a displaced Yank. He started his career at Ogilvy & Mather in New York, but soap and fabric softener marketing bored him, so he jumped ship to start his own B2B agency. The self-professed content marketing junkie is best known and loved for his pithy comments and witty SlideShare decks.
Here he talks about what “crap” content looks like and why B2B brands should take the long view when it comes to measuring ROI.