More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago. Despite the overwhelming and ever-increasing trend toward content marketing, and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations haven’t yet addressed content on either a strategic or tactical level. It’s high time they did, and hopefully my new research report, Organizing for Content, will help. It … [Read more...]
Call for Insights #3: Altimeter Blog Ring and the Sentient World
September 5, 2012 By 6 Comments
Request: We want to hear from you. Tell us on your blog or website how the Sentient World impacts your business (positively or negatively), and we’ll cross-link to the conversation. Altimeter Group continues its blog ring in September and October to deepen understanding of our three research themes. The next theme of focus is the Sentient World. Consider these key questions when contributing to the conversation on your blog or website: Once the information exchange begins, how can … [Read more...]
The Converged Media Imperative
July 19, 2012 By 9 Comments
In the late 20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, and didn’t even accord the digitals a place at the table. So ingrained was the silo grudge that no one, but no one, grew to understand silos better than the digitals. In a scant … [Read more...]
Webinar Replay – Content: The New Marketing Equation
April 27, 2012 By 2 Comments
If you missed Jeremiah and I presenting our webinar Content: Thee New Marketing Equation based on our recently published research report, you can watch it here or on SlideShare. Please watch and share the video, as it's freely available as open research. How to Rebalance for Content as Part of the New Marketing Equation with Rebecca Lieb and Jeremiah Owyang View more videos from Altimeter Group Network on SlideShare For those of you who were waiting for this post (several of you were kind … [Read more...]
Content Curation: Truths, Threats, Motivations and Opportunities
March 27, 2012 By 43 Comments
This is a cross-post from Altimeter Group Researcher Jaimy Szymanski’s blog. Follow her on Twitter here. Curation is taking over the digital content scene. With related applications and platforms multiplying, the act of collecting and sharing content has become second nature for most of us. Take a look at your Facebook timeline, Twitter stream and blog. How many of your last 20 posts were 100 percent original content? What percentage was repurposed from somewhere else online? How … [Read more...]
Content Marketing. Content Strategy. What’s the Difference?
February 17, 2012 By 21 Comments
So content is the new black (and some 270,000 exact-match results for that phrase on Google suggest it's at least a deep, deep indigo). Inevitably, that's meant an escalated level of chatter, talk, and pontificating about content's role in the digital mix. As more and more marketers consider how content can work for them in the digital mix, a certain degree of confusion is beginning to obfuscate discussions and debates. Two very distinct disciplines, content strategy and content marketing, … [Read more...]
Rebalancing for Content – The New Marketing Equation
February 16, 2012 By 9 Comments
There's been a rash of news stories recently with headlines so misleading it's hard to believe they passed editorial muster. Yet a quick search of Google News reveals no less than five articles with ledes very much like this one: P&G to cut 1600 staff after CEO discovers digital media is free. Any serious marketer knows "free" is nonsense. As with SEO, content marketing shakes marketers loose from the expense of the media buy. But budgets, staffing, skill sets, education, agency … [Read more...]
Pinterest Potential: User Collaboration
February 10, 2012 By 9 Comments
This post originally appeared on Altimeter Group Researcher Jaimy Szymanski's blog. Follow her on Twitter here. If you would have asked me, even a week ago, what I thought of Pinterest, I would've likely given this tongue-in-cheek answer: "I'm not getting married anytime soon, so it's not really for me." To some extent, I still think that, and I'm not alone. A recent stat released by Ignite Social Media confirms that 80 percent of Pinterest's users are female. Does that mean … [Read more...]
Future of Media: Altimeter Group Pilot Event
October 3, 2011 By 5 Comments
Advertising: is it dying? In an ecosystem where rolling your own media has never been easier or cheaper, why would advertisers buy media from publishers to spread their messages? What's the new model: advertorial; advertent (as one attendee dubbed it); content marketing? And hey, aren't ads content, too? Last week, a group of advertisers and marketers from all sides of the equation (tech, buy-side, media and agency) got together at the Hangar to discuss these and other very topical issues … [Read more...]
