As audiences expect everything faster, how can content marketers keep up with the demand without completely ignoring quality? How does quality fit in with the other key factors, including speed and message? Cait Smith, Executive Strategy Director, came across this on Fortune – a video explaining Snapchat from the CEO of Snapchat. She shared the… Read more »
It takes a lot of time and energy to ramp up a fledgling content marketing program. Make sure you are not wasting your resources by flying blindly through the process. Do not pass go and do not develop content without really understanding your business objectives and your customers’ needs and behaviors. If you have your… Read more »
Ad Age recently published the article, Forrester Analyst Says Relationships Are the ‘Key Thing’ in B2B. The interview with Laura Ramos, VP-principal analyst at Forrester Research, focuses on trends in B2B marketing, highlighting relationships, and more specifically, customer experience. We’ve added our own thoughts to Ramos’ key takeaways from BMA15 and her insights on the… Read more »
According to Content Marketing Institute (CMI), in 2014 only 43% of companies were both insourcing and outsourcing B2B content creation. More than half were relying on only in-house talent or only an agency. Both strategies are likely doomed for long-term failure for reasons listed below. The solution to finding greater content marketing success—from strategy and… Read more »
Until channels stop exponentially expanding… until tech stops advancing the way people engage with each other and companies… until businesses stop needing to communicate with their audience, marketing agencies will need to evolve. That thinking is integral to the ethos of Centerline: We continuously evolve to solve the most complex business and marketing challenges. This… Read more »
At its core, an interaction consists of three interrelated aspects: who – a person, company, brand, group you talk to or with what – something you do, say or give to them how – the way in which you accomplish what to who For a successful interaction, you can’t really have one without another. Kind… Read more »
Learn about a couple of our latest projects – one that shared the power and impact of IBM Cloud with IT leaders, and the other that generated awareness and drove marketers and creatives to a local conference. IBM Cloud POV Event Video This piece kicked off IBM InterConnect, the premier cloud and mobile conference, and… Read more »
To be able to enact a content marketing strategy that continuously wins with your audience, you need to always be up-to-date on industry trends. Here are four must-read articles that will help you step up your content marketing efforts and more effectively reach your audience: 7 Ways to Score with Content Marketing – Your content… Read more »
The same day I was writing the post about whether the Paid, Owned, Earned (& Shared) media mix is still relevant, Mashable published an article titled: Why PR Is Embracing the PESO Model. It sets up an interesting dichotomy. The Mashable article has a ton of great information and thought. It’s definitely worth the read…. Read more »
How would you go about changing customer perceptions while celebrating an anniversary AND driving sales? That was the challenge IBM approached Centerline with prior to the 50th Anniversary of the mainframe. The 50th anniversary was an opportunity to shift C-level executives’ perception of the mainframe from the idea that it’s outdated to the fact that the… Read more »
We operate in an ever-changing landscape. New tactics and ideas are being introduced seemingly weekly. To compound this rapid change, user behavior is evolving as well. In a landscape this dynamic, remaining static is choosing to dissolve into irrelevance. It’s important to ask questions. It’s important to pay attention. It’s important to pursue deliberate, strategy-driven evolution. Here’s the part where I make my case for experimentation and analysis.
When designing, regardless of whether the thing you’re creating is an interface or a physical product or a piece of content, it’s important to dive deep into the problem you’re trying to solve with your design. Develop a thorough understanding of the problem through rigorous research on how people react to it, how people are currently solving it, different people’s understanding of it, and the context surrounding it.