A few years ago, it seemed like every brand in America -- from Walmart to Clorox to Inuit -- was touting its green virtues. But not all of these companies were living up to their claims; many were guilty of "greenwashing," or paying lip service to environmental issues without adopting green business practices.
Outlining a process for creating, measuring and disseminating your content will help streamline your content marketing and maximize the performance of your content. Generally speaking, this is a five-step process:
1. Analyze data and insights: Understand the customer, identify influences, collect data and develop a single view of the customer.
2. Develop a content plan and strategy: Use customer personas to develop a centralized strategy and define an appropriate mix of original and curated content.
From an operations perspective, many brands aren’t set up for content marketing. The challenge lies within a number of factors: For one, marketing departments tend to operate in silos, which prevents the creation of a cross-functional content operation.
Creative directors Bumper Carroll and Jen Bills, now married with two kids, met doing comedy, including a gig in Amsterdam and jobs with Second City, before they both found new careers in advertising.
Mr. Carroll said they both experienced many of the same challenges while transitioning careers, and both said they would go to each other for professional advice or to compare notes.
On the night of the 2014 Oscars, Samsung used a single tweet to get the whole world talking.
During the show’s live broadcast, the tech giant arranged for actor Bradley Cooper to take a selfie — using a Galaxy Note 3 phone — with a gaggle of A-list celebrities, including Ellen DeGeneres, Brad Pitt, Meryl Streep and Jennifer Lawrence. DeGeneres then posted the selfie to Twitter, and it quickly went viral, generating more than 3 million retweets in 24 hours.
In case you missed it, Volvo did something revolutionary last November: It used Google Cardboard — a virtual-reality headset made out of cardboard — to create the world’s first virtual test drive on a smartphone.
There are thousands of content management systems (CMS) and content management platforms floating around the Web (CMSMATRIX.org indexes over 1,200 content management applications). With so many choices, it can be difficult to decide what will work best for your organization. Here’s a practical approach that can help marketers with budgets of all sizes select an appropriate content management platform.
Two of the sessions I attended on Monday, March 16th at SXSW were “Digital Natives – Teen Talk” and “Humanizing Digital”. And honestly, it felt as though the key takeaways regarding how brands should and can impact your life were contradicting. For example, a Gen Z student being paneled said “brands aren’t people and everybody knows it… don’t encroach on my space” whereas marketers are rapidly trying to figure out “how can we become more human and change the way people think?”