What’s Next Now
Exclusive insights from content marketing's top minds.
Avoiding Three Common Content Marketing Fails
Let me lay my cards down. I’ve never worked for a publicly traded company. I’ve not experienced the unrelenting pressure to improve numbers that feed a higher-up whose sole career purpose is pleasing shareholders so he or she doesn’t get rightsized to another publicly traded company.
Content measurement begins with understanding your business and the role content plays in achieving business objectives. By gaining this knowledge, you can pinpoint with laser accuracy the right types of content that engages users, determine how to best distribute it, and identify the right key performance indicators (KPIs) to measure and optimize content performance.
Melanie Deziel on Why Branded Content Is Here to Stay
Melanie Deziel has an impressive record in branded journalism. In the three years since she received a Master of Arts in journalism from Syracuse University, Deziel has worked with some of the biggest names in branded content, including The Huffington Post, The New York Times and Time Inc.
She has won two prestigious awards for her work with Netflix and the New York Times. Deziel is now one of the leading lights in the branded content world, advising clients around the globe.
Here, the sought-after keynote speaker tells us about the power of branded content and why, with many publishers receiving 50 percent of their ad revenue from this source, it’s not going away any time soon.
Be a Brand with Personality
A healthcare economist I follow on Twitter recently proclaimed to me and other followers that he’s really not as cranky in person as he appears to be on social media. I seriously doubt I’ll meet him in person any time soon, so I’ll take his word for it.
Creating Trustworthy Content in a Fake News World
I’m real, and this blog post isn’t faked. But there’s no way for you to know for sure unless you ask my mom or my editor. You assume I’m real and I’m the author largely based on trust. You assume I’m not writing under a nom de plume or that someone else wrote this under my name or that someone just made up the whole post to trick you for fun or profit.
Annalisa Camarillo on NetApp’s Content Transformation
Digital transformation is top of mind for many companies. What does that mean, and what role does content play in that transformation? To find out, MSP-C sat down with Annalisa Camarillo, NetApp’s head of global content development and distribution. She is responsible for producing and overseeing 75 percent of the Fortune 500 company’s content.
The data management innovator, with more than $4 billion in revenue and offices in 130 countries worldwide, helps provide businesses with technology and insight to give them a competitive advantage.
Here, Camarillo talks about her company’s content transformation, the challenges she’s faced in implementing changes to achieve new goals and what makes great content experiences possible.
Content Marketing: Understanding Your Audience
How do you create content that cuts through the noise? It starts with understanding your audience, according to Gary Johnson, president of MSP Communications, in a recent interview with The Content Council’s Content Magazine.