IDEAS
The Point
VERDINO ON CONTENT, COMMUNICATIONS & B2B BRANDS
The 5 E’s of Content Excellence
For content to work, it all starts with purpose. Too many organizations fall prey to the idea that more is more, and end up creating buckets of content that go unused or miss the mark altogether. The way to avoid this common pitfall is to always assign and infuse a
Nine Content Marketing Tools Your Competition Isn’t Using (Yet)
There’s hardly a shortage of tools that claim and aim to make content marketers more effective, efficient, even more creative. Some aim to automate the entire content marketing lifecycle while others pinpoint a specific pain point (from visual design to better analytics) — and while the big boys like Contently,
Three Ways Your Mom Content May Miss the Mark
When brands or start-ups say they want to target moms, what do they really mean? Focusing on moms as an umbrella category is well and good as a starting point, but when you think about the fact that census.gov estimates more than 85 million moms in the U.S. alone, there’s
Three Ways Content Marketers Can March to the Beat of a Different Drummer
Tomorrow marks the official start of the 2015 drum corps season. While that probably means very little to most of you, I enjoy finding inspiration in unusual places and have often found that this youth activity is a breeding ground for business lessons. So this year, I’m taking a look at
Content Interruptus
Old habits die hard. At first, digital delivered a revolutionary way to disseminate and digest information. Then it became so overrun with interruptive advertising that the average consumer developed an acute case of ‘banner blindness.’ Social media held out hope that businesses could be more human, connect communities and create organic,
The White Walker Approach to Killer Content Marketing
Whether you’re a Game of Thrones super fan or you’re only vaguely aware of some HBO show about dragons, it probably won’t be a spoiler alert to say that the White Walkers are the baddest of the bad guys this side of the Narrow Sea. In a nutshell, the White
What’s Not to Like About Facebook’s Content Play?
By now, you’ve probably heard the news that Facebook is in talks with a select set of media companies about the possibility of publishing their original content directly inside the social network’s platform. The New York Times reported on its own involvement in these discussions (very meta), citing the allure
5 Tips for Avoiding Communication Breakdown
If you haven’t heard the audio of AOL chief Tim Armstrong firing an employee during an all-hands meeting that was ostensibly meant to reassure nervous workers after the company announced its plans for scaling back its network of hyper-local Patch portals, you can check it out at Business Insider. Approximately two
Can Mass Media Moguls Become Micromavens?
A recent Nieman Journalism Lab post by industry analyst and Newsonomics author Ken Doctor inspired GigaOM contributor Matthew Ingram to posit that the future of mass media depends on the ability of traditional media companies to embrace the power of “small things.” Actually, it’s Doctor that makes that assertion, with Ingram expanding
Coke’s Path from Cola Company to Content Creator
The media landscape today bears little resemblance to the media landscape five years ago, let alone 50 years ago. If that statement comes as a revelation to you, you really haven’t been paying attention. But there’s a big difference between marketing pundits pounding the drum, and major brand marketers changing
