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Posts Tagged ‘content marketing’
Understanding the Content Marketing Trend: 5 Questions to Ask Before Spending a Dime on a Case Study, Webinar, or White Paper
Amanda Moshier | February 4th, 2010
It’s no secret consumers are becoming more resistant to traditional advertising. Attention spans are lower, and competition for time and money is fierce. Terms like “ad blindness” point to dropping click-through rates on display ads and a consumer mindset that ignores whatever it doesn’t want to see. This is not to say display doesn’t work, but this and other forms of “push marketing,” wherein consumers are interrupted with sales messages, are no longer sufficient. Just as the proliferation of the Internet and a demand for more accountability in marketing prompted the mounting shift towards digital and away from traditional media, the growing number of choices available to consumers and increasing reliance on word-of-mouth to make purchasing decisions has forced marketers to think critically about consumer engagement and devote more resources to drawing consumers in with relevant and well-positioned messages, an emergent “pull marketing” tactic called “content marketing.” While ad campaigns of the past relied chiefly on creativity and clever presentation, such smoke-and-mirrors tactics are outdated. A nice-looking display or print ad still serves a purpose, and a memorable TV commercial boosts brand awareness over time, but when it comes long-term consumer engagement, a brand’s ability to provide solutions to consumer challenges is what sets it apart from the crowd. With companies spending 33% of 2010 budgets on content marketing according to leading agency Junta42, it is wise to follow suit, but doing a mediocre job is worse than nothing at all. To shed light on this critical trend, here is Continue reading…
Sarah Palin, Privacy, and Gadgets…
Amanda Moshier | January 11th, 2010
It’s only the 2nd week of 2010 and already big things are happening. For starters, Sarah Palin has been tapped to become a Fox News commentator. Political leanings and search marketing aside, is Palin the best choice to influence the American public with insightful commentary on world news? If her track record says anything, it’s that current events are not her specialty. Does anyone remember her infamous quip from the Charlie Gibson interview about Russia? If not, let me refresh you: Sarah Palin can see Russia from her house. Ok, that was Tina Fey’s dramatization of the original Palin quote on SNL, but you get the point. The bottom line is Sarah Palin probably gives ‘good content‘; she gets attention and inspires debate, which brings me to the other piece of big news I want to address: Mark Zuckerberg’s attitude problem. Wait, what? What I meant to say, fair readers, is it turns out Facebook’s darling (and not-so-darling, depending who you ask) C.E.O. Mark Zuckerberg has apparently decided you no longer wish your private life to be, well, private. In his speech at SF’s Crunchies awards ceremony this past weekend, Zuckerberg announced that privacy is no longer a social norm, and his comments are flying around the internet being dissected by bloggers, journalists, privacy advocates, and social networkers alike (see ‘good content’). Now, if you’re worried about privacy and have a Google account, Facebook profile, or mobile phone, it’s probably too late, but privacy means different things to people, and Continue reading…
Tags: content marketing, Facebook privacy, fox news, google nexus one, mark zuckerberg, sarah palin
Posted in Editorial, Internet News, Technology | 4 Comments
