The Key to Opening Content’s Lock? Content Distribution

the key to content success is distributionAs editor in chief at, paid distribution of our content is equally as important as the production of content. With Facebook’s constant algorithm changes, and Google promoting their own content over others, content distribution requires an aspect of paid promotion in order to reach earned media.

As a rule, we don’t pay to distribute all content—our approach is to only promote stories that have proven successful organically first. It’s very similar to the approach that brands like Kraft take when using Pinterest as a sounding board for choosing the most popular images before they use them in their magazine or in commercials. For us, after an article reaches a certain organic threshold, we weave it into our paid distribution plan.

So while content is king, distribution is like parliament—it holds all the power. Here are some of the top platforms that we have found successful, and others you may want to consider. Read the full entry

Native Advertising: What Is It Exactly?

Native advertising this, programmatic that. The buzzwords fly freely, but does anyone ever take a moment to really explain what the heck is going on in plain English? The reality is that new “trends” are really old ones, re-packaged or spun a bit, and that is definitely the case with native advertising. So what is it, how does it work, and how can you get in on the action? Keep reading.

What Is It?

Simply put, native advertising is a form of sponsored content. Wherever it is, be it Twitter, Facebook or your website, it looks like it’s supposed to be there. It is the definition of contextual. Let’s take a promoted pin, for instance: Read the full entry

Small Business Finds The Internet… It Only Took Two Decades [Survey]

Where would we be without the Internet? We’d still be using paper maps, calling restaurants to make reservations, listening to CDs and reading newspapers. And, like millions of other companies, wouldn’t be around.

Clearly, the Internet isn’t going anywhere, but it’s taken quite some time for the mom and pop shops of America to really get their heads (and wallets) around marketing on this juggernaut. Year over year, small business Internet marketing spend increases, and according to the SMB Internet Marketing Survey by BrightLocal and, 37% of these SMBs are planning to increase their spend on internet marketing yet again in 2015.

Internet Marketing Spend Increase Plans

Of the 736 SMBs surveyed, 29% allocate more than 70% of their marketing budget to online channels. This stat alone is an indication that Internet marketing has become of increasing importance to the local businesses of America as technology and opportunities improve. In fact, since 2013, “there has been a 16% rise in SMBs that plan to increase their Internet marketing spend over the next 12 months.” Read the full entry

An Intro to Paid Search by’s SEM Analyst

Search Engine Marketing SEMSearch engine marketing is an important focus for us at In an effort to make sure everyone in the company understands what it really is, I presented an overview of paid search during one of our lunchtime learning sessions. So I figured, why not share it with all of you as well?

This presentation was designed for people who have heard about SEM but do not have direct knowledge about it. We explored the very basics of how search engine marketing works, and all the basic tenants of paid search. Here’s the rundown.

What is paid search?

  • Paid search, or search engine marketing, is the management of ads that show next to organic search engine results. Advertisers can get traffic to their website on a cost-per-click basis.
  • Like anything, paid search takes time and money to run effectively.
  • Typically users that search for a keyword on a search engine have high intent. They either wish to buy an item or wish to learn more about something. This is one of the advantages of paid search compared to other paid advertising channels.

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Future Selling: The Role of Ad Tech and Programmatic in B2B Media

ad tech and digital media convergeTwo weeks ago, I spoke at the Business Information & Media Summit on the impact of ad technology and programmatic buying on B2B media. The title of my talk: “Future Selling in B2B Media: Yes, there is a future.”

To give you a sense of perspective, #BIMS14 brought together 400 senior executives from business media, information, data and software companies ranging from some of the largest in the world, to start ups.

Related Article: B2B Marketing in 2014: The Trends, Successes and More

It was an audience of smart, experienced professionals, many of whom are still struggling with the havoc that the Internet has wrought on their traditional media and information businesses. To create a sense of context, I started with the major milestones that have shaped the digital landscape in which we currently live and do business:

  • 1995: Birth of the commercial web
  • 2000: First phase of the Internet as a platform
  • 2004: Social Networks introduced
  • 2006: Online targeting emerges
  • 2014: The Intention-Based revolution begins

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Content Marketing Metrics: Write, Measure, Repeat

Content Marketing Metrics to Measure SuccessContent marketing is all sorts of huge, with only 12% of companies NOT focusing on it. But how do you know if your content is successful? In three words, successful content marketing has to have the following: write, measure, repeat.

The new is a content-centric approach to our mission: to help people grow their businesses. Every day, we publish multiple pieces of content daily that all have that exact goal, but that’s just where it starts. In order to learn if our efforts are working, it is imperative that we dig into the analytics and to find out. Below are the content marketing metrics that we measure, how we do it, and what comes after. Read the full entry

3 Insights On How Brands Can Create Disruption for a #BrighterFuture

Creating DisruptionI recently attended the iMedia Brand Summit where top brands from around the country come together to share insights, trends and tips. The theme of the conference was “Marketing in an Always-On World,” and couldn’t be a more accurate statement about the landscape brands and marketers are in today.The good news? The scene is set for marketers and brands to really step up.

As marketers, there are a few challenges we are currently facing:

  1. Tackling the content conundrum
  2. How to master the art of storytelling

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9 Monstrous Copywriting Mistakes, care of Halloween’s Michael Myers

Monstrous Copywriting Mistakes

My favorite things in life are writing and watching the original masterpiece, Halloween. And today I get to combine the two!

Viewing after viewing, I’m consistently impressed by the fact that Michael Myers, the fictional psychopath of the cult classic Halloween, is able to slay so many victims without saying a single word. I’m equally perplexed at how many content marketers persuade customers to buy their product by using terrible copywriting tactics.

We don’t like to shame specific businesses, but if Michael Myers were a copywriter, we’d gladly point out his creepy copywriting mistakes (that marketers are guilty of too). Here are the 9 most horrific copywriting offenses as demonstrated by the monster himself, Michael Myers. Read the full entry

The SMB Guide to Mobile Marketing

Mobile Marketing OpportunitiesTo say that mobile marketing is exploding is an understatement. With consumers and businesses alike utilizing their devices for everything from playing a game to making major business purchases, marketers cannot ignore that mobile has to be a part of their plans and budget. Mobile is not only a different animal than traditional forms of marketing, but also than it’s older digital sibling. The game has changed once again, so we’ve created a guide to help you navigate the waters ahead.


Mobile marketing is advertising via cell phone, smartphone, tablet, or any other such device connected wirelessly to the Internet. Unlike traditional mass marketing, mobile marketing is most likely to be user-initiated; consequently, you are already targeting an audience interested in and predisposed to buy your products and services.

Another unique characteristic of mobile marketing is that it targets consumers based not only on their personal buying patterns and interest profiles, but also their geographic location. Thus, diners interested in Indian cuisine can receive an alert whenever they are near an Indian restaurant when it’s time for lunch or dinner. Read the full entry

Up-and-Coming Digital Agency Scenes

mobile apps conceptWhen you think creative hubs, Manhattan, San Francisco, and Los Angeles are some of the long-deemed cities that come to mind, but that is changing. With established, traditional agencies losing business to smaller, more nimble digital agencies, the advertising landscape is being reshaped, as are the cities that they call home.

Portland and Minneapolis are some of the hottest up-and-coming digital scenes. Below are some of the agencies that are putting them on the map, and the incredible work they’re putting out.

Portland Read the full entry