content marketing

Insights

BLOG

GoPro: What Happened To The Content Marketing Child Prodigy?

Ryan Skinner March 29, 2016

GoPro’s like the preternaturally gifted kid at Content Marketing High. Its community of content creators churn out viral video clips like butter, and its online audiences are second only to Red Bull’s. The product’s actually a viral video machine, giving it this absurd business, marketing and content strategy alignment: But all is not well with […]

Read More
BLOG

B2B Marketers: Mind The Content Credibility Gap

Daniel Klein February 9, 2016

Delivering credible, objective, and engaging content is a must for today’s B2B marketer as prospects discover, explore, and buy your solution. But what attributes and sources make content credible and objective to B2B buyers? This is a common question asked of my consulting team, and in the age of the customer — where empowered buyers […]

Read More
BLOG

All Things Hair: A case study about brand-building in 2015 AD

Ryan Skinner September 23, 2015

I just published this case study about All Things Hair. If you haven’t heard or come across ATH before, it’s a series of YouTube channels initiated by Unilever’s hair care products division. On each national channel (they’re in about a dozen countries now), a half-dozen teenage and twenty-something video bloggers describe how you can get […]

Read More
BLOG

Don’t Plan A Go-To-Market Strategy For 2016; Create Your Go-To-Customer Plan

Peter O'Neill September 3, 2015

It’s that time of the year again: The UK has had its August bank holiday; the US is on its Labor Day weekend; the Germans are coming to the end of their summer vacation period (which seems to go on for months because it is staggered by state to minimize holiday traffic); and even the […]

Read More
BLOG

Content Marketing On Messaging Apps Must Follow The Customer Life Cycle

Forrester July 29, 2015

In case you haven’t noticed, the number of smartphone users in Asia Pacific has grown – we estimate that it breached the 1 billion mark in 2014. This is the first time that more people in the region used smartphones than feature phones. When coupled with the fact that the region is also a leader in innovative […]

Read More
BLOG

Introducing the Forrester Wave for Content Marketing Platforms

Ryan Skinner June 30, 2015

“Once you scale beyond a couple contributors and teams, it gets messy.” – Content marketing leader at Intel That’s as succinct a summary as you’ll get for the pains of contemporary content marketing. Even as marketers flock to it, experienced practitioners know of content marketing’s side effect:  An unmitigated mess, with lots of people producing […]

Read More
BLOG

Developing Results-Driven Thought Leadership Marketing

Laura Ramos June 26, 2015

Business buyers don’t buy your product; they buy into your approach to solving their problems. Most B2B marketers need to position their firms as thought leaders on the issues their buyers face. This is easier said than done, because marketing mindsets focused primarily on brands, products, and offerings makes it difficult for marketers to develop […]

Read More
BLOG

Hello World. It's Audience-Centric design.

Ryan Skinner March 18, 2015

Today I heard an agency describe the content strategy that it was working for a client. At the end of the description (which revolved around how the client saw itself, and what it wanted to talk about), I said: “That sounds like an ad pitch.” Awkward silence. Right now, in meeting rooms around the world, […]

Read More
BLOG

You Must Solve Two People-Shaped Content Problems

Ryan Skinner January 29, 2015

The problems of content marketing apply to you as a marketer whether you’re actually practicing “content marketing” or not. In any enterprise, there’s a New York Times-scale amount of content getting produced.[i] And your customers are hoovering up content (from a brand or otherwise, in many channels, interchangably) and making decisions based upon it.[ii] That […]

Read More
BLOG

Storytelling: The Key To Connecting With Business Buyers

Laura Ramos November 26, 2014

It's the Thanksgiving holiday here in the US tomorrow. Soon we will gather around the table with family and friends to feast and give thanks for our many blessings and the things we most appreciate in life. If your home is anything like mine, it's also a time when we get together to share stories, […]

Read More
BLOG

The Rise Of Dial-Up, Dial-Down Advertising

Ryan Skinner September 23, 2014

Advertising as we’ve always known it, online or off, worked a bit like this: > Promote more if it works (or less if not)” src=”/wp-content/uploads/f/b/users/rskinner/visual_2.png” style=”width: 564px; height: 229px;” /> Here it’s a question of identifying content for promotion that’s already in the wild, on a blog, in a discussion forum, uploaded to YouTube, and […]

Read More
BLOG

The Data Digest: The Cultural Dimension Of Brand Relationships

Anjali Lai July 25, 2014

At the root of human behavior is the impulse for connection. History is our witness: As times change, certain trends emerge that anchor shared experiences, around which people collectively rally. Today, with social media acting as a platform for ubiquitous connections, diverse consumers build solidarity around digital experiences. Beyond simply looking for deals and discounts, […]

Read More
BLOG

Most B2B Marketers Struggle To Create Engaging Content

Laura Ramos July 16, 2014

When it comes to content marketing, the majority of business-to-business (B2B) marketers we surveyed last month are not as mature as they think. Roughly half of respondents (52%) are in the early stages of assembling a content strategy and executing against it. We call this early majority "aspiring editors," and while their practices are often inconsistent […]

Read More
BLOG

Something Like Democratic Marketing

Ryan Skinner June 9, 2014

Set against marketing messages, I would rather listen to my neighbor’s opinion of a product. A critic’s opinion. An expert’s. Any idiot with an Internet connection, in fact (according to our research, review content from complete strangers is more trustworthy than messages from brands). The payload of this realization – that marketers’ messages are overinvested […]

Read More
BLOG

Development And Distribution Needs Fuel The Rise Of Content Marketing Vendors

Forrester April 28, 2014

Content marketing has rapidly gained marketers’ attention as a new way to build relationships with customers — customers bombarded with marketing messages and overloaded by digital distractions. But as this new marketing discipline evolves, new challenges emerge: From scaling content . . . to providing quality content in context. A year ago, many marketers’ content challenge was […]

Read More
BLOG

Content Marketing Fortnight VII: The Pains And Joys Of Going Mainstream

Ryan Skinner February 21, 2014

What’s happening (that’s important) in the world of content marketing? This is your fortnightly round-up of the best of the best stuff online for marketers who think about content; for the previous “Fortnights”, go to the bottom of the post. (And for more information about what the Content Marketing Fortnight is, see my intro from the […]

Read More
BLOG

How Top Marketers Use Customer-Centered Content To Make Their Message More Valuable

Laura Ramos February 5, 2014

Quiz time folks: What is "90%"? (No, it's not the percentage of professional football fans who could care less that the Seahawks trounced the Broncos at the Super Bowl … although I would be counted in that number.) It is the amount of marketing-produced content that sales DOESN'T use in selling, according to the AMA […]

Read More
BLOG

Native Advertising: Worth Pursuing

Ryan Skinner January 17, 2014

Forrester analysts are encouraged to “make the call” and here’s a call that is sure to invite some heated disagreement (native advertising has a way of doing that). Today my report about native advertising came out and, if I had to bottle up the recommendation of the entire report in a two-word slogan, this would […]

Read More
BLOG

Rise of the Content Distribution Space

Ryan Skinner November 14, 2013

This morning’s announcement by OneSpot – a company that helps marketers place their content in front of relevant buyers through display advertising – of series A financing to the tune of $5.3 million may pale next to recent multibillion IPOs and valuations, but it says a lot about a new space opening up: content distribution. […]

Read More
BLOG

Move Beyond Awareness With Interactive Video

Forrester November 1, 2013

Our advertising forecast shows that online video for marketing is big business and is only going to get bigger. In Europe, the CAGR for total ad spend from 2013 to 2018 is 2.19%, but for online video ad spend, it is a staggering 18.83%. The US shows a similar (albeit smaller) skew, with total ad […]

Read More