The B2B content game is getting harder to play. The tools are better, but the noise volume is deafening and audiences are distracted. Now's a good time to revisit what works - here's what I learned from three pros who got results.
Netflix passed a huge subscriber milestone this past weekend, but an underlying slowdown in new sign-ups tells a different story. How long before there's a plateau that needs to be admitted to?
Approaching e-commerce from a narrow transactional view doesn't work anymore. The e-commerce wins go to companies with better experiences and fewer shopping cart abandons. That's where machine learning can help - but how? Barb Mosher Zinck explores how Sitecore uses machine learning to change e-commerce, as well as digital marketing and content analysis.
Scandals and uncertainty have rocked the online ad industry, raising questions for advertisers on value versus cost. Facebook and Google are hogging the growth, leaving publishers and their ad clients with uncertain futures. But what are the alternatives? And when will readers get fed up with invasive, ad-heavy UX? Yes, gory screen shots are included.
I was waiting in anticipation of Medium's bold new reader-supported model. Whoops. Here's why I'm disappointed, and why it won't work. But that doesn't mean Medium is doomed either.
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In this edition of digital media disruptions: why publishers are painfully hooked on third party platforms, and what we can learn from their dilemma. Plus: personalization pitfalls and the problem of algorithmic content. We also examine what enterprises can learn from HBO's approach to talent, culture and business model change.
Mark Zuckberberg's fake news confessional and the strangely-handled AWS outage got me thinking: does the enterprise have a fake news problem? If so, what are the consequences? And what should discerning readers do about it? I review recent events, and prescribe my four point enterprise BS detector.
Most organizations have a boatload of content these days. But a disconnect with the needs of sales renders that content to low value status. Barb Mosher Zinck shares fresh insights on how to avoid that fate - and how marketing can enable sales with content done right.
Mark Finnern's career is steeped in community. The danger is to build an enterprise community that is sterile and flat. That doesn't impress buyers or improve customer experience. During a recent video shoot, Finnern and I discussed the art of enterprise community. Here are five pitfalls to avoid if you want your community to shine.
The role of the CMO is changing. A true partnership with sales requires a mastery of a new set of technologies. But some things never change - like telling a compelling story. Barb Mosher Zinck gives us a look at how CMO Josh Epstein gets it done.
I don't see a good deconstruction of clickbait often. A recent piece by FirstRound makes the case, while presenting a worthwhile alternative. Content that solves customer problems wins. Here's how it's done, and how it's measured - along with my critical review. I also contrast B2C and B2B content strategy.
In the final installment of her Account-Based Marketing series, Barb ties up some vital loose ends, including expert takes on how you measure success, and which metrics count. She pulls in expert views on the problem of sales-marketing collaboration, and asks you, the reader, for your feedback on where we go on ABM from here.