Archives for: March 30th, 2017

Native Advertising: Do It Right or Don’t Bother

Written by Rob O'Regan on 30/03/2017

When the great journalist Jimmy Breslin passed away last week, the New York Daily News republished a magnificent column he wrote on the night in December 1980 that John Lennon was shot, telling the tale of the cops who drove a dying Lennon to the hospital. The column was a powerful, poignant example of Breslin’s […]

Publisher-as-Agency? Nothing Wrong with That

Written by Rob O'Regan on 22/02/2017

We’ve been talking for some time about how brands are becoming publishers. We’ve also been hearing about how publishers are becoming agencies. Not everyone is happy with this evolution. Scott Donaton, chief content officer at Digitas, recently stated his case for why publishers should stop “masquerading” as ad agencies. Donaton seems unhappy that publishers are […]

Content Marketing Grows Up – Sort Of

Written by Rob O'Regan on 07/10/2016

The Content Marketing Institute’s latest benchmark study, released last week, paints a largely positive picture of the progress B2B marketers are making with their content marketing efforts. But there are a few red flags in the results that underscore ongoing challenges – and opportunities for marketers to improve their content-driven strategies. The CMI study, an […]

Why We’re Creating a Tech Influencer Network for the Next Phase Of Content Marketing

Written by Rob O'Regan on 29/09/2016

Technology marketers are pretty much all-in on content marketing – but less than one-third feel they’re effective at it. Many are struggling to deliver a consistent rhythm of credible content that resonates with the IT and business decision-makers they’re targeting. IDG’s 2016 Customer Engagement study underscores the challenges that technology marketers face in getting the […]

Content Marketing’s Data-Driven Mandate

Written by Rob O'Regan on 16/09/2015

Last week’s Content Marketing World conference in Cleveland offered a dizzying mashup of left- and right-brainers – not surprising given the increased emphasis on measuring marketing performance. “Analytics is data-driven empathy – making decisions that combine the creative process with the analytical process,” said Andy Crestodina, strategic director with Orbit Media Studios, a web design […]