Why Branding Is An Artifact Of The Past A short while ago, I wrote an article on this site suggesting that you can’t build a brand simply by setting out to build a brand. And in fact, thinking too much about brands can actually get in the way of the real business of your company. I suggested that you try an experiment: Stop talking about brands for a month, and see what happens. The article got a lot of attention on Twitter, and provoked a lively debate in the post’s comments section. Almost all of the remarks were smart, good-humored, and well argued; the rest were mainly mine.
Social Media Audit Neil Scaffer Welcome to 2013! Now that you’ve read all of the “best of 2012″ and “predictions for 2013″ posts, it’s time to take a fresh look at your social media operations and optimize for the new year. A social media audit is part of any social media strategy consulting that I do, but to give you some simple advice as to what you should do to further improve on your social media presence, ask yourself the following 10 questions: Social Media Platforms 1) Are your activities on the various social media websites aligned with where your target customers are spending their time?
Andrew Shaindlin: Will the Internet Obsolete Alumni Associations? I recently spent a day lecturing at Carnegie Mellon University in Pittsburgh, Pennsylvania. At a small lunch hosted by President Jared Cohon, I met Andy Shaindlin -- the very thoughtful head of Alumni Relations & Annual Giving. After the lunch we sat down to discuss the future of the Alumni function at universities, entertaining a very provocative idea -- Will the Web Cause the Disintermediation of Alumni Associations? His views about how Alumni Associations need to transform themselves to avoid disintermediation were so stimulating that I asked him to write a blog about them. -- Don Tapscott In 2008, I picked up a new book by the well-known author and professor Clay Shirky.
How to Build and Operate a Content Marketing Machine Content Marketing is hot. White hot. SEO and digital marketing thought leaders are declaring that Content Marketing is the next big thing. Even Rand is touting its importance. The strategy of Content Marketing makes sense: instead of pushing messages about your product at prospects, pull prospects towards you by publishing content about your prospects’ interests. 5 Rules For Marketing In The Age Of Discovery Marketing has entered a new age: Information is no longer programmed into consumers' minds. Since its inception, advertising has been dedicated to the creation of programmed messaging. For nearly 300 years, those who could create the best message and deliver it in a memorable way across as wide an audience as possible won. In less than a decade, the types of content and ways we consume it have completely changed. Marketers have hardly caught up. Success is much harder to achieve than it was a decade ago.
The Ultimate Content Marketing Plan Outline Content, marketing, SEO — it’s all the same to me. And that’s exactly how you should approach your content marketing strategy. Every good project start has a great exploration phase before the strategy can be put together. The questions you ask upfront, the research you put in, the benchmarks you set and the expectations you define are all part of a great content marketing plan. So today, I’m going to share with you a guide for the content marketing plan outline — a great start to creating a thorough content marketing strategy.
Learning Communities Learning communities are classes that are linked or clustered, often around an interdisciplinary theme, and enroll a common cadre of students. Consult Faculty Focus regularly for the latest trends in learning communities. June 22 - Learning Communities: Benefits Across the Board? By: Maryellen Weimer, PhD in Learning Communities There is no question that higher education tends to get caught up in “fashionable” program innovations, and learning communities could certainly be considered an example.
Who influences you? And who do you influence? The rise of "influence." Remember when you looked to TV and newspaper ads to tell you what to buy? Me neither. That's because now many of us are more likely to make an informed opinion about purchases--and many other new discoveries--based on the views of people we connect with online and through social media. Influence, that is to say, is big. Everything You Need to Know About Content Marketing (Charts) Content marketing is white hot! As a core element of inbound marketing, content marketing fuels social media, supports search optimization, and drives lead generation and sales. 2012 was content marketing’s breakout year and it continues to be at the top of marketers’ plans this year. It’s no surprise since content provides jargon-free information that answers prospects, influencers, buyers, fans and the public’s questions related to your business, products and brands. As such, it’s trustworthy. Even more critical from a marketing perspective, it starts working during the zero moment of truth (aka ZMOT) when potential customers are seeking information without giving any hint of being in the market.