Content Master: The Morton Arboretum

Monday, November 21st, 2016

As the leaves of autumn give way to the bare branches of winter, the Morton Arboretum is a place of both refuge and inspiration. The preserve west of Chicago has a well-deserved reputation as a destination for hiking and bicycling amid the trees, ponds, and fields that comprise the 1,700-acre grounds. ...

Content Marketing: There Is No Try

Monday, January 5th, 2015

Pity the CMO. She is responsible for growing a business and ensuring that her company's brand remains relevant even as constantly changing market forces and technologies make her life one steep learning curve. And it seems everyone wants to tell her how to do her job. She's supposed to get ...

New Report: Content Marketing Is “the Show Horse” of Customer Acquisition

Monday, July 7th, 2014

Content marketing is the show horse of customer acquisition and retention -- and second only to social media as a digital marketing spending priority among U.S. brands, according to my newly published report for Gigaom. The report, Workhorses and Dark Horses: Digital Tactics for Customer Acquisition, examines how companies use digital ...

Why You Need to Hustle Content: A Lesson from The New York Times Innovation Report

Monday, May 19th, 2014

The recently leaked New York Times Innovation report has become required reading because the document provides a candid snapshot of a legendary brand struggling to embrace the realities of running a business in the digital era. In unsparing language, the internal report indicts The New York Times for failing to ...

Gini Dietrich Discusses Content Marketing in 2014 and Beyond

Friday, October 18th, 2013

What does the future of content marketing look like? According to Gini Dietrich, founder and CEO of Arment Dietrich, succeeding with content in 2014 and beyond means being visionary, practicing brand journalism, embracing native advertising, and telling employee stories.  The co-author of Marketing in the Round and publisher of the ...

What is content marketing?

Sunday, February 19th, 2012

  Occasionally I am asked how content marketing differs from other forms of building a brand. After all, doesn't all marketing contain content of some sort? Two recent blog posts I wrote for the iCrossing Content Lab illustrate how content marketing consists of building your brand by sharing useful ideas that engage  ...

L’Oréal and Procter & Gamble: content marketing masters

Saturday, September 24th, 2011

In our always-on marketing world, it’s tempting to never look back. But sometimes reflection can be instructive. For instance, I was just reviewing a January 2011 Forrester Research report that cited trends for CMOs to watch in 2011. If you give the report a close read, you find Forrester forecasting ...

We are all content hustlers

Sunday, August 7th, 2011

It’s ironic Google+ allowed the digital elites such as Chris Brogan early access to Google+ while asking corporations to hold off creating brand profiles. Just about everyone I know on Google+ (including me) uses the social platform to hustle their own content as well as any corporation could. We are all ...

Content + community + analytics = real-time marketing

Tuesday, May 31st, 2011

On the iCrossing Content Lab blog I’ve been talking about how content marketing is a CMO-level priority, as have many other bloggers. But being a priority is one thing; how do senior marketers make content marketing a reality? To address that issue, today my employer iCrossing launched the Live Media ...