Tag: Content Strategy
Centerline Digital Wins 3 Awards at Content Marketing AwardsThe 2013 Content Marketing Awards, presented by the Content Marketing Institute, recognized Centerline Digital with three awards this year. The competitive awards program is the largest in North America to recognize those who create content for organizations. With 800+ entries received, we are truly honored to receive recognition for our work.
The Evolution of Marketing: Think Like a Human, Not a BrandThere is no such thing as "winning" loyalty — no matter how big the contract or sale. It’s just a single moment of earned loyalty. Brand loyalty is a temporary state of being, while "winning" denotes completion. To succeed during this precarious evolution of marketing, brands can best demonstrate their value by reminding people of their own.
Managing Change: Marty Neumier’s The Designful CompanyHow many business books do you own whose value and relevance is undying—books that you keep opening and sourcing throughout your work—books that you keep buying for your prized clients and peers? I have only one. And it couldn’t be further from the galvanized curatta of Harvard Business Review; however, it’s the one that should top it.
Content Marketing Art Of WarI had the wonderful pleasure of speaking at the Digital Marketing for Business Conference earlier this week. It was a great event... and I'm not just saying that because Centerline was the sponsor. In this post you'll find the presentation I gave: Content Marketing Art of War. It was a fun presentation to give. And I think I accomplished my only real goal: To give people content marketing ideas they can put to use. Thanks to everyone who attended my session!
Is Your Two Minute Video Too Long? Or Too Short?Nobody reads anything anymore. A video longer than 2:00 is too long — people won’t watch it. Pabst Blue Ribbon isn’t good beer, it’s hipster water. All these statements are generalizations informed more by the level of interest the speaker has in the subject matter than universal truth. Therefore, all these statements are also completely unfounded.
The Expiration Date on AuthenticityThere's a lot of talk these days about brands and authenticity. Part of me understands why this conversation is necessary. A bigger part of me thinks "brand authenticity" has been overblown into a trendy idea, as if someone had an Aha! moment and decided being genuine was a clever way to get people to like them. But authenticity isn't an idea or a skill or a tactic. It's an expectation. How well a brand meets this expectation will determine its success.
Centerline Sessions: The Case for Content CurationWith the rise of platforms like Tumblr, Pinterest and Zite, "content curation" is a hot topic. And the process of finding, organizing and sharing "like" information from myriad sources is being adapted by marketers in an attempt to capture interest around a topic or harness the power of crowd-sourced information. I had a chance to talk with Kristina Halvorson and our own John Lane about how corporations are employing content curation and whether or not it's an effective content marketing tactic.
CXO Content Conversations Part 1: Is Your Content Lacking Eminence?Have you ever thought to yourself "We are so damn good at what we do, but not enough people know it." If so, you have a communications problem. And if other people (your customers) arent helping you tell your story, you have an eminence problem.
Every company has an opportunity to build eminence. You just have to be willing to walk the walk before you talk the talk. And I use the word "build," deliberately because it rarely happens quickly. So here's five ways to create eminence.