Content, Strategy, Marketing & Business | A consultant’s view » Christine Thompson
A curious aspect about the hype surrounding content strategy for marketing is the lack of agreement on what it means — or clarity on whose budget should fund content strategy development. Like the blind men with the elephant, we draw different conclusions based on varying frames of reference and professional experience. Our perspectives also differ based […]
Revised on April 20, 2011
Today while reading yet another social media guru exhorting enterprises to get their best people involved in social media conversations, I wondered about the disconnect. Is this just the latest example of “the corporate free lunch syndrome?” Clearly, these star employees are resisting the pressures to start blogging or tweeting on a regular basis. Why […]
Revised on March 16, 2011
Although perhaps an unorthodox choice, my vote for a creative use of social media was the development of The Essential New York Times Cookbook, by Amanda Hesser (and countless others). The story of its making is almost as interesting as the end product, which you’ll learn in the book’s front matter. “A 150-Year Flipbook of […]
Revised on March 27, 2011
Lately most of the newsletters delivered to my in-box at work seem to be breathlessly touting some aspect of content marketing or an upcoming conference on the subject. Because the senders tend to be technology providers, marcom agencies or others with vested interests, I take their pronouncements and special offers with a large grain of […]
Revised on March 27, 2011
LinkedIn aspires to be for businesses what FaceBook is for consumers: the go-to social media connector for B2B marketing. Until recently LinkedIn’s primary benefit for organizations was employee recruitment. Now LinkedIn has launched a beta level service that lets companies promote their products and services, and show customer recommendations for each product or service. This […]
For the past week I’ve been working with multiple small businesses here on Cape Cod, for some minor property management projects. At night I’ve also researched nearby yoga studios, seeking information on class schedules, teachers, class descriptions, etc. This experience has reminded me that social media adoption still lags across the small business sector. (Despite […]
Thanks to the Altimeter Group and Web Analytics Demystified, we now have a framework for deciding how to measure progress with social media marketing — a draft model that’s worth talking about. The framework has many merits, but also limitations, especially for start-ups or entities in the early phase of their life cycle, before there’s much conversation about them online.
Revised on June 4, 2010
Most of the tactics based on SEM and SEO aim at capturing the attention of shoppers engaged in active discovery. Which is cool, if people already know your brand, are aware of your current offers, and generally understand your brand promise or core value proposition. (In this context we’re talking about the buyer’s activities during the earlier phases of the marketing funnel.)
But what do marketers do if people are unaware of or unfamiliar with your brand? Or if you’re confronting damaging misperceptions about your product’s positioning, core benefits, price-to-value equation, etc.? Search alone is not enough.
Revised on March 28, 2011
I’ve always loved David Armano’s thoughtful irreverence, his clear infographics, and the ways he helps us think about or reframe core issues in the worlds of marketing, media, community and communications. After stumbling across his wry “wheel of marketing misfortune,” for a recent presentation to a Chicago AMA event, I just had to share it here.
Revised on June 4, 2010
People, organizations and civic communities gravitate toward one of two classes: local or cosmopolitan. Mindsets, competencies and connections are what distinguish these two social classes. The implications can be profound for local economies, based on the prevalence and mindsets of locals versus cosmopolitans within their population. What does this imply for social graphs
Revised on June 4, 2010
