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Missing Elements in the Content Marketing ROI Equation
Shane Snow grinned, formed his hand into the shape of a pistol, and pointed it at his targets. The Co-Founder and Chief Creative Officer at Contently was onstage at his company’s packed Contently...
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Use Experiments to Improve Your Content Marketing Plan: 9 Ideas
Let’s gather round, fellow brand publishers, and join hands. It’s circle-of-trust time, and so we need to be honest with each other here: When it comes down to it, we are in the business of selling...
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How Merrill Lynch Uses Content Mapping to Reach Affluent Americans
Visualize your brand’s ideal customer – not the numbers but the real person. Now think of how she interacts with your product. Where does it meet her in the real world? What needs does it answer? Does...
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Venture-capital Backing of Content Companies Matters for Brand Publishers
At the risk of sounding blasphemous, I’m not sure if LUMAscape is useful or a waste of time. If you’re not familiar with LUMAscape, it maps the entire sector-based ecosystem of companies in categories...
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