How The New York Times Built Its Content Marketing Machine. Last September, The New York Times hired Sebastian Tomich and gave him a critical task: Help introduce the most controversial advertising product in the 165-year existence of the Gray Lady.
Just six years out of college, Tomich was making the career leap those in the media business dream about. As the newly minted vice president of advertising at the Times, he’d be reunited with his former boss at Forbes Media, Meredith Levien, who had been named executive vice president of advertising just two months prior. Hiring the duo wasn’t without risk. Though Forbes‘ native advertising platform had been financially successful, it had also come under some media scrutiny—from the Times and elsewhere. Though the Times wouldn’t announce they were introducing native advertising until December, preparation was already underway.
Tomich and Levien had been through this before at Forbes. (Full disclosure: Forbes is a Contently client, and we power much of the Forbes BrandVoice product.) “Exactly!” Related. Stuck in a Content Marketing Rut? Try This Trick. Are you getting tired of your blog?
If so, there’s a good chance your readers are, too. There’s really nothing wrong with that, believe me. You’ve worked hard creating fantastic content that’s educational, engaging, and entertaining—possibly for years now. But for whatever reason, it’s just not working anymore. Or it’s still working, but your traffic and key KPIs are flatlining. What’s even more important than figuring out why these problems exist is figuring out what to do about them. Think of your content assets as a stock portfolio. “Don’t put all your eggs in one basket.” “Diversification is a protection against ignorance. Whoa, Warren, hold up. The explanation will help you pull your blog from the doldrums and rejuvenate your entire content strategy if you put it into practice well. The key to continued content success If you want your blog to build an audience for years to come, the key is to diversify your content strategically. 3 Key Takeaways From the ‘Content Platform Showdown’
When TrackMaven billed one of its conference panels as the “Content Platform Showdown,” pitting representatives from content marketing platforms Contently, Newscred, and Percolate head-to-head, they were probably hoping everyone would channel their inner Crossfire.
Instead, what emerged was a unified vision for how brands can succeed at content marketing: pairing an ambitious strategy with powerful technology and top storytelling talent. If the content’s no good, no platform can save you. Content counts There are a few broad fixes that will improve most content strategies: hiring better talent, embracing the right kind of analytics, publishing consistently, and learning to think more like a publisher. With the publishing world still searching for effective business models in the digital age, there’s an incredible amount of creative talent available for hire that can bring expertise and informational value to a brand’s content. Agencies need to evolve But how much publishing is enough? Interactive Content Marketing: A Glimpse Into the Future of Content Marketing.
Direct publishing. Beginners-guide-to-content-strategy.pdf. ‘We Always Give People a Path Into Our Technology’: Inside IBM’s Incredible Content Marketing. Global technology and consulting company IBM builds a lot of neat things: supercomputers, game console microprocessors, artificial intelligence.
Few of its brilliant inventions are easily explained to non-technological folks, yet for the 103-year-old company, that’s okay. The tech giant has found a way to be extremely innovative even when its inventions and services are perplexing. IBM’s content marketing has spanned genres, continents, and artforms. With each iteration of the IBM story, it never misses a beat in delighting consumers. It doesn’t try to game SEO.
Together, IBM employees run at least 45 self-driven blogs that the company promotes and wants you to follow. In May the company launched a series of commercials profiling its clients. CUBI: A User Experience Model for Project Success. We all want to be a part of compelling creative projects—projects that solve business problems and engage users through meaningful and valuable experiences.
However, given tight budgets and timelines it's challenging to create genuinely innovative design, identify gaps in the process, and consider the variety of factors for effective user experience. To solve these common challenges, I researched existing user experience models or frameworks and found that most UX diagrams are confusing, unorganized, complex, or antiquated, making them useless for designers and clients. That’s why I decided to create my own model. Henry Ford once said … "I invented nothing new. This was exactly my approach. Graphic used with permission from TheFWA.com (Favourite Website Awards).
It was impossible for me to determine if each project was successful or not—effective design requires more than a pretty surface or whiz-bang interactions. ContentUser GoalsBusiness GoalsInteraction The Benefits of CUBI. How it Works - Trapit. 54915_forrester_wave_dx_delivery _platforms_Q3_2014. Page. 3 B2B Brands In Control Of Their Content Marketing.