As part of your content strategy, are you targeting the US Hispanic market? If so, you no doubt know that this is an increasingly complex market – yet one that is growing. The so-called “US Hispanic Market” is currently measured by ad spending in Spanish-language media, to the tune of $4 Billion+ in...

As a blogger, do you know you face the same challenge Ringo Starr faces every time he decides to tour? Ringo always needs more content for his shows. And you always need more content for your blog. Sure, Ringo had a few hits. But does he have enough hits for an entire show? Um, no. So what does he do? Ringo...

If you are assessing your marketing efforts and investigating ways to transform your approach to attract today’s more savvy B2B buyers, undoubtedly you have run into the term content marketing. (You found the Content Marketing Institute, right?) In almost every introduction to content marketing, you...

The lifespan of a mayfly is anywhere from 30 minutes to 24 hours. Most online content suffers a similar fate. But, content marketing online, when done properly, will have a lasting impact.  It will continue to reap dividends for your organization far into the future.Continue reading

In the world of custom publishing, there are no second chances. If you’re publishing an article online, you have fewer than five seconds to make an impression; with a print or digital magazine, you may have a bit more time, but not much. Considering the amount of time you have to capture someone’s attention,...

As a content marketer, you want to dive in and start work immediately. You know it’s best to lock in a brand position but you wonder: is this so important? Consider: would you build a skyscraper with no blueprint or do a heart by-pass with no diagnosis? Here’s the story of one Chicago-based private-equity...

In the first two posts in my series on content strategies for conferences, meetings and events, I  discussed content creation and 20 ideas for content delivery designed to help you engage your audience prior to and during your meeting. This week, I’ll be outlining several content distribution strategies...

My friend Mike Balzano shot me a note this morning that I had to check out what Old Spice was doing on its Twitter account. Then, thirty minutes and about 20 videos later, I started writing this post.   And, I actually feel like buying some Old Spice now (okay, I’m now officially my dad). That’s...

As we all know, the Internet has enabled a wide range of marketing channels and methods. And ever since YouTube burst onto the scene in 2005, online video has become one of the leading methods for distributing marketing content. ReelSEO.com reports that in the course of 2009, the percentage of small...

While writing a post for my personal blog on the difference between a business’s mission and its vision, I came across the World Wildlife Fund’s Vision page. I found it to be an extraordinary grouping of content that not only presented the organization’s vision, but then portrayed it in action in several...

There’s a great quote that I love that says, “Budgeting is just a way to worry about money before you spend it.”  As you get ready to move into the planning season for your 2011 budget, it’s a good time to start thinking about things you might do to increase your chances of getting increased...

A smart content strategy starts with content analysis. I love analysis and enjoy explaining how to do it. The challenge? Content analysis can overwhelm you—especially when you have a lot of content or many audience segments. To prevent analysis from slowing you down, follow these five tips.Continue...