What’s Next Now
Exclusive insights from content marketing's top minds.
Q&A: Rob Silas on Analyzing Unstructured Data
Rob Silas, MSP-C’s director of analytics, has worked in analytics for more than 25 years. In that time, data has moved from paper to CD-ROMs and now into the cloud. But the questions asked remain the same. “The challenges of ‘where do I start with this?’ or ‘what are the right things to measure?’ or ‘how can I drive the right insights from this data?’ are just as prevalent today as they were 25 years ago,” he says.
We spoke with Silas about what unstructured data is, how businesses can use it to inform their content and business strategies, and why it’s the next frontier to conquer.
3 Ways Sales Can Improve Your Content Plan
Customer journey maps. Personas. Sales funnels. Buying cycles. Audience development. All of these are important components in a successful content marketing strategy. But rarely do any include potentially one of the most powerful content users and influencers brands have, and that’s their own salesforce.
Content as Damage Control
My roots are in investigative business journalism, and those roots have grown pretty deep in the healthcare industry that I've covered for nearly 30 years as a reporter and editor. I've made a career of searching for numbers that don't make it into press releases, numbers that don't add up and numbers that tell a different story than the one corporate marketing wants to tell.
Q&A: Dave Burda on the Importance of Subject Matter Expertise
David Burda spent most of his career as an investigative business journalist, specializing in reporting on the healthcare sector. As MSP-C’s editorial director for healthcare strategies, he is one of the subject matter experts (SMEs) employed by the company to develop and guide client content strategies. Here, he shares his wisdom about why brands should embrace the content skills of journalists and hire SMEs to create their content.
Q&A: Jayne Haugen Olson on Why You Must Know Your Audience
MSP-C’s Jayne Haugen Olson knows a thing or two about creating outstanding content. As VP of content, she oversees more than 15 proprietary and custom magazines, as well as a growing digital portfolio, which collectively reaches an impressive audience of 150 million readers each year. Olson serves as the editor in chief of Delta Air Lines’ Sky magazine, the world’s leading in-flight print title with more than 5 million readers each month.
ClickZ Live 2016 Conference Takeaways
It’s easy to attend a conference, feel inspired and then forget to go back and implement strategies and learnings shared from speakers and other attendees. In an effort to overcome that practice, we’ve broken out our favorite sessions from 2016 ClickZ Live San Francisco with actionable takeaways to improve your digital marketing strategy.
Putting Some Thought into Thought Leadership
Who doesn’t want to be considered a thought leader in their field? As a go-to thinker on the most pressing issues in their industry? As the person your audience thinks of first when they need crucial insights on matters near and dear to their hearts? When you speak, people lean in and listen.
The Best of #CMWorld on Twitter
We’re having a great time at the Content Marketing World 2016 conference, thanks to the speakers, attendees, theatrics and, well, coffee. We’ve also thoroughly enjoyed the conversations, takeaways and jokes happening on our favorite real-time social platform: Twitter.