Content Marketing Today

Educate, Entertain, and Inspire to Strengthen Relationships

In the San Francisco Bay Area, Comcast exists in a competitive and changeable world. They have lots of new, but complex product offerings. They also want to deepen their relationship with customers. Comcast decided to partner with DCP, a local custom publisher to create a quarterly magazine that would improve customer retention. Early results suggest their efforts have been very well-received. Read More

What you do when your buyers just don't want to be sold? That's the dilemma that Southwest Florida community developer, Bonita Bay Group faced recently. Their target demographic wants to make up their own mind about where they live and what they buy. The developer's solution was to develop print and online content so compelling that future residents would sell themselves. Read More

In a content-packed presentation in Southwest Florida, the father of guerrilla marketing, Jay Levinson, added an important new element to his decades old recipe for low-cost marketing success: Content. Guerrilla Marketing Defined: It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money. Unconventional, indeed! Reversing traditional [...] Read More

Delivering Great Content to Strengthen Customer Relationships

You might be surprised to find that electronics retailer, Best Buy, is using a terrific print publication to build a stronger relationship with some of its best customers. According to senior VP, Barry judge, Best Magazine is designed to "share our passion about how technology can enhance their lives." Read More

Radical Change Driving Move to Make Readers Reporters If you live in a town with a Gannett newspaper as we do in SW Florida, you've observed a pretty dramatic change in the online version. Gannett is empowering citizen journalalist in what they call a 'pro-am' effort. This may work, but it's not necessarily good for journalism. They [...] Read More

A crusading facebook group has been formed following the word that Business 2.0 was likely to suffer a horrible death after its September issue. Numerous online luminaries including-- Craig's List founder, Craig Newmark, founder of Craigslist; Matt Cohler, VP-strategy at Facebook itself; Ned Desmond, president of Time Inc. Interactive; Michael Arrington, editor of TechCrunch; Philip Kaplan, [...] Read More

Time Warner's Business 2.0 launched at the early peak of the dot com frenzy in 2000, will probably bite the dust. The NY Times reports that dramatically falling ad revenues--down 38% in the first six months of 2007--spell doom. Although the drop was probably sharpened by the classically short-sighted move to eliminate [...] Read More

In a recent post, Joe Pulizzi, a grizzled content marketing veteran, provides 7 reasons why New School Marketing is kicking butt. My favorite, since I'm an impatient guy(ready, fire, aim) is Number 7 on the old vs. new school view of business plans: Old School - In order for a new business to succeed, the team must [...] Read More

Newspapers are toast according to Paul Gillin, a veteran tech journalist. Gillin provides a thoughtful analysis of the economic and demographic trends that are dooming the newspaper industry as we know it today. He notes that they have an unsustainable cost structure which forces them to charge exorbitant advertising rates. What's worse is that [...] Read More