A look ahead, a look back: Content marketing trends and predictions

A look ahead, a look back: Content marketing trends and predictions

2015’s word of the year? Content marketing. If you don’t believe me, ask the Association of National Advertisers. Thus, it’s no surprise there’s a surfeit of articles analyzing the content marketing developments that defined the past 12 months, and countless pieces that make predictions about what’s to come. I rounded up some of the best […]

B2B native advertising on the rise

B2B native advertising on the rise

I was happy to share my two cents about native advertising in a recent article for BMA Buzz, the Business Marketing Association’s newsletter. (Check it out here.) As the article reports, 54 percent of B2B marketers have tried native advertising in the last year, and 59 percent plan to increase their native ad buy this […]

Content Roundup: What’s new in native advertising

Content Roundup: What’s new in native advertising

Native advertising is the marketing technique of creating content that looks and feels like the surrounding editorial. When done correctly, the sponsoring company presents content that is both: High quality and of interest to the site’s audience Strategic and relevant to the sponsoring company For example, Orange is the New Black, the addictive, binge-worthy Netflix […]

5 free newsletters for content marketing news

5 free newsletters for content marketing news

  I recently had dinner with a neighbor who used to work in marketing. She left the industry to pursue other passions and felt that since so much had changed in the last 15 years, it would be impossible for her to reenter the field. She also found marketing exhausting because your job is never […]

5 reasons why your company needs to invest in native advertising and custom content (Infographic)

For marketers, native advertising and custom content are top of the collective mind. By now, most companies realize that, regardless of their size, content marketing should be an integral part of their strategy. For those who still need some convincing, here are 5 quick facts about native advertising. Readers look at native ads 53 percent […]

4 steps to creating effective content marketing campaigns for pharmaceutical companies

4 steps to creating effective content marketing campaigns for pharmaceutical companies

  Poor pharma. It’s eager to embrace content marketing, yet it’s subject to (understandably) strict regulations that can make executing a campaign challenging. But content marketing is not going anywhere. Marketers are gung ho for native advertising, and it’s inevitable that 2014 will see an increase in health care industry content marketing, even if it […]

5 content marketing tips from Joe Pulizzi, the industry’s evangelist

5 content marketing tips from Joe Pulizzi, the industry’s evangelist

Two years ago, I interviewed Joe Pulizzi, the godfather of content marketing, for a piece I was writing for Conversionplanet, a digital content marketing publisher I helped launch.  We discussed the keys to effective content marketing, and as the entire publishing industry is seemingly “going native,” I decided to dig up the piece.  Our conclusions are evergreen, and I hope content marketing […]

Everybody’s going native: 3 media powerhouses’ native ad programs

Everybody’s going native: 3 media powerhouses’ native ad programs

So far, the 2014 advertising buzzwords remain “storytelling” and “native advertising.”  Brands need help telling their stories (that’s where people like me come in), as well as help delivering those stories to their target audience (that’s where publishers with innovative native advertising options come in).  I’ll be keeping tabs on these three powerhouses as they […]