What’s Next Now
Exclusive insights from content marketing's top minds.
A Briefing on Briefings
Over my 32-year career as a healthcare business journalist, I’ve attended hundreds of healthcare trade shows and even more press briefings at those shows.
How To Set Up Google Event Tracking
Google event tracking is additional code that allows you to monitor actions taken on a website (i.e., video views, forms completed, downloads, external link clicks, etc.) that cannot be tracked with standard Google Analytics (GA) code. It is useful when running a campaign whose success depends on specific actions taken on landing pages.
Content Marketing Numerology
I don’t know who started this, and I’m sure it predates content marketing, SEO and website clicks, but it seems that almost every piece of content I see—whether it’s a blog post, article, infographic, whitepaper, slideshow, commentary or video—tells me in its headline the specific number of things I can learn.
Andy Crestodina on Why Data-Driven Content Beats Gut Instinct
Web strategist and content marketer Andy Crestodina of Chicago’s Orbit Media says marketers can only make good content decisions if they’re paying attention to the data.
Here he tells us why he no longer listens to his own opinions and why content marketing is ultimately a contest about who can be the best teacher and who can give the most information.
Doug Kessler on Crap Content and B2B ROI
London’s Velocity Partners co-founder Doug Kessler describes himself as a displaced Yank. He started his career at Ogilvy & Mather in New York, but soap and fabric softener marketing bored him, so he jumped ship to start his own B2B agency. The self-professed content marketing junkie is best known and loved for his pithy comments and witty SlideShare decks.
Here he talks about what “crap” content looks like and why B2B brands should take the long view when it comes to measuring ROI.
Sponsored Content: Avoiding a Run-in With the FTC
Sponsored content, also known as native advertising, is a topic many MSPC clients are grappling with. Whether it takes the form of blog posts, social media posts, printed material, online articles, etc., sponsored content is written by an organization that pays for its placement on a news site.
Robert Rose on Why He Thinks Big Data is a Bucket of Nonsense
Robert Rose has helped to shape content strategies for the Bill and Melinda Gates Foundation, SAP, Hewitt Packard and Microsoft. He is currently chief strategy officer for the Content Marketing Institute (CMI) and is also a senior contributing analyst for the Digital Clarity Group.
Here he shares his views on why big organizations struggle to adopt content marketing as part of their marketing strategy and why big data is a bucket load of nonsense.
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