Providing same-day coverage of conferences keeps me focused and thinking, as I try to make connections between what different speakers say and identify trending topics. I recently wrote same-day wrap-ups of FC Business Intelligence’s Insurance Telematics USA conference. (Insurance telematics, also known as usage-based insurance or UBI) refers to the various hardware and software applications that let insurers get an accurate view of customers’ driving behavior.)
You could think of TotallyHer.com as one giant, in-house version of Outbrain. The newly launched site pulls the top content from a network of owned and partner sites, then mixes in native ad content. Other sites in the network act as farm teams for TotallyHer, which is what gets promoted by site owner Evolve Media. Hmmmm.
Subway hasn’t connected the dots between its two web series and in-store sales, but it does an excellent job of creating an ecosystem of content assets for each one while forging complex ad/distribution deals. Read all about it in Summer with Cimorelli: Inside Subway’s Hit Web Series.
What is it? The lines can be blurry, but I’d define brand journalism — as opposed to brand content — as work that has a raison d’etre beyond plugging a company. While all good branded content provides valuable information or insights to the reader, I think what separates brand journalism is that you might not even realize that it was produced by a company, because it adheres to the same standards and follows the same form as regular ol’ journalism.
The emphasis on brand content and content marketing is great for us writers, and I’m heartened by how many companies are talking about the importance of quality in that content. But I have to wonder: How do companies know that their brand content is producing results for them?
In the first part of a two-part series, I looked at how — or whether — companies are measuring the effects of branded content, and whether things like page views or engagement are valid ways to asses them.
As global mobile traffic approaches half of all website visits, every company wants to be “digital first.” And, as @RandSchulman says in this article, because so much of a B2C company’s interaction happens online, digital marketing has become the central force in many companies.
Should companies rethink the role of the CMO in the organization — or maybe do away with it in favor of some new job like chief digital officer?
Hear from Schulman, as well as PwC and Camford Management Associates in Is the CMO Dead?
I really enjoy covering conferences, and often come in as a hired gun for a publisher. It’s an opportunity to speak with very smart people and keep abreast of the latest ideas. And producing a same-day report keeps me focused and challenges me to quickly distill themes and trends.