The branded content S-Q-U-E-E-Z-E

November 7, 2017

“On average, unaided awareness was 69 percent and purchase intent was 51 percent after engaging with branded content,” reported the Polar Ipsos Branded Content Study in May 2017 — The struggle, it is real. Digital publishers finally have solid proof that branded content works, and boom, a whole raft of new competitors surface, all looking for that […]

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3 tips for more successful email newsletters

September 15, 2017

In recent posts, I have been focusing on the role and value of an engaged community in marketing success. Email newsletters are a critical component in “feeding” the community as well as informing the larger audience. For a publisher, convincing a reader or viewer to subscribe to updates closes the content loop, and makes them […]

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The future of digital media: Creating a new content ecosystem

September 13, 2017

Second of (probably) three posts about the future of digital media Quality Content + Audience at Scale + Community = Sustainable Engagement, Loyalty and Conversion In my previous post, I presented this marketing equation. It means that for publishers of content, whether a media company or a brand, creating quality content and building a large […]

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The future of digital media: The value of community

September 12, 2017

first in a series of at least 3 posts about the future of digital media Of late, I have been thinking a lot about how we make content more successful. Especially branded content, but really any content. Whether a publisher, who monetizes content through advertising, or a brand, which monetizes content through product sales, fundamentally […]

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The true measure of video success: fans, not eyeballs

September 6, 2017

“Eyeballs” don’t fall in love with your program. People do. This week, an interesting piece on Digiday, The ‘demonetized’: YouTube’s brand-safety crackdown has collateral damage, reported, among other things, that the tools used by YouTube to identify and demonetize unsafe content were often inconsistently or inaccurately applied, causing sharp declines in revenues for many creators, […]

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A Marketing Lesson from Game of Thrones

August 30, 2017

The most important lesson of Game of Thrones this year? No, not that incest is okay if you have buns of steel, although for the record, IMO the Jon/Dany incest angle is far less interesting than the power dynamics their blood relationship causes. The real lesson is what Ed Martin discusses in his piece “Game […]

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