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"Pulizzi, Joe"
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The Rise of Storytelling as the New Marketing
More and more large and small brands are engaging in a marketing activity called content marketing: the idea that storytelling is key to attract and retain customers. Content marketing expert Joe Pulizzi details the history of content marketing, the opportunities, and six differences that separate good to great content marketers for publishers.
Journal Article
ملخص كتاب تسويق المحتوى الملحمي
كتاب تسويق المحتوى الملحمي يركز على فكرة أن الشركات بحاجة إلى إنتاج محتوى مذهل يتجاوز مجرد الترويج. بدلا من إنتاج محتوى تقليدي، يركز الكتاب على فكرة إنتاج محتوى يستحق المشاركة ويساعد في بناء ثقة الجمهور. يعتبر الكتاب أن نجاح التسويق لا يتحقق عبر الطرق التقليدية (مثل الإعلانات المدفوعة) بل من خلال توفير قيمة حقيقية لجمهورك، هو دليل شامل لأي شخص أو شركة تسعى لاستخدام المحتوى كأداة قوية لبناء علاقات مستدامة مع العملاء. يعد الكتاب بمثابة دليل استراتيجي لتطوير المحتوى الملهم والمفيد الذي يحقق التأثير المطلوب على الجمهور ويسهم في النجاح على المدى الطويل.
Book
Online, it's all about real estate
For years, John Batelle, entrepreneur, technology innovator and the founder of Wired, drilled into media and marketing professionals the idea of NOT building your content house on rented land. Since your customers and prospects are there, it's tempting to publish to those platforms.
Trade Publication Article
ملخص كتاب البقرة البنفسجية
هو كتاب شهير للمؤلف سيث غودين، والذي يقدم رؤية جديدة حول التسويق وكيفية جذب انتباه العملاء في عصر مليء بالإعلانات والمنافسة. يطرح غودين فكرة جريئة مفادها أن الشركات التي تكتفي بتقديم منتجات عادية أو تقليدية لن تنجح في جذب الانتباه، بل يجب أن تقدم منتجات أو خدمات استثنائية تميزها عن البقية وتلفت الانتباه، في هذا الكتاب، يركز سيث غودين على مفهوم \"البقرة البنفسجية\" كمفهوم مجازي يعبر عن منتج أو خدمة استثنائية وفريدة من نوعها. يوضح غودين أنه في عالمنا اليوم المليء بالتكرار والعروض العادية، يجب على الشركات أن تكون مختلفة وجريئة بما يكفي لابتكار شيء يثير الانتباه ويجذب العملاء.
Book
Stop Becoming a Publisher, Just Buy One
More and more companies are developing content marketing programs that are powering websites (like American Express Open Forum), social media programs (like GE Stories), custom magazines, (like thinkMoney Magazine from TD Ameritrade), and in-person events, (like Dreamforce from Salesforce.com).
Trade Publication Article
The objective approach
Content marketing, simply defined, is the marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience -- with the objective of driving profitable customer action. But to be successful at it, you need to understand what's working and what isn't. Once you start a content marketing strategy or program, you'll never stop. Content is a promise to your customers -- make sure you don't break it. Sales increase, impact and retention are just a few of the key measurements for any return-on-objective (ROO) program. Sometimes ROO can be determined with one metric; other times four or five are needed to show an impact on your organization's business goals. Here are a few measurement initiatives to get you started: 1. tracking an increase in sales, 2. tracking conversions, 3. conducting online readership studies, 4. measuring engagement, and 5. conducting pre-/post-awareness studies.
Trade Publication Article
The story of content : rise of the new marketing
Technology has changed the game. Consumers can ignore advertising and marketing at will. To break through the clutter, brands need to tell remarkable stories worth listening to and become the media in the process.
Streaming Video
Think Outside Your Brand to Boost Your Online Profile
We've all heard the tough times online publishers such as Yahoo! and AOL have been going through. But what most people don't know is that the saving grace of these companies may be that they have purchased and partnered with niche sites around the world. For example, AOL owns the popular niche site Engadget, as well as the tech site, Switched. Yahoo! just strengthened their freelancer pool by 380,000 by purchasing Associated Content. These sites are driving the future of both companies, and are exactly the strategy that can move you forward, as well. Dan McCarthy, CEO of NCI, recently spoke at the Niche Magazine Conference about the changing nature of the editorial process. The classic editorial process garnered us one, maybe two stories. Today, one story equals 30 pieces of content--often five to six pieces of content per day in the form of tweets, Facebook updates and more. There's no doubt that the content creation process starts online. Print is an important, but secondary, output. For years, we've had amazing marketing assets within our companies and we've ignored them. For most b2b publishers, our employees are the core of our brands. But most publishers leave their talent hidden under rocks.
Newsletter
Five Tips to Improve Sales with Content
When you can deliver good content and really show you're educating your customers, you build a level of trust. The more communication that you have with a customer, the more likely you're going to give them exactly what they're asking for, and the more likely you'll be to know what they will need in the future.
Trade Publication Article