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How do you use content marketing to market your classes about content marketing (among other things)? It’s not a riddle, but a way of life for General Assembly’s Head of Content Marketing, Erin Hollingsworth May. Here, Erin shares her experience in inspiring audiences to learn something new by crafting blog posts, status updates and newsletters people actually want to read, plus the importance of balancing data with editorial know-how.
The Hartford is considered to be America’s oldest company, founded all the way back in 1810. Since then, they have built a business that has become an industry leader in the investment and insurance spaces. In order to stay at the forefront for over 200 years, a culture of adaptation and flexibility has become a staple for the organization.
So, when content marketing took off as the next big thing, it wasn’t a surprise to see The Hartford ahead of the curve. We were fortunate enough to connect with Michael Kuczkowski, AVP of Integrated Marketing and Content Development, to hear about how content fits into their marketing strategy, and to get some insight into how content has become a cornerstone of The Harford’s marketing program.
It’s kind of the whole reason behind our whole #LearnItDoIt thing.
Check out our video interview with Content Marketing All-Star Michael Brenner!
As one of the world’s largest software companies, Microsoft has employees and customers all over the world. Microsoft Stories was built to highlight the wealth of happenings inside the company and tell the larger story of Microsoft’s culture. We sat down with Ben Tamblyn, Storytelling Manager for Microsoft’s Corporate Communications team, to learn more about using content to help humanize the Microsoft brand.
Approaching content with a magazine mindset gets you on your audience’s radar
"For most brands, a risky marketing move consists of not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.
Red Bull’s idea of risk is that one of its sponsored athlete’s bodily fluids will turn into gas as he plummets 24 miles from space at 800+ miles per hour while his parents, girlfriend and the rest of the world watch, live.
With the Red Bull Stratos Project, the energy drink brand-turned-media company brought extreme sports spectacle to new heights and redefined the idea of content marketing, PR stunt and brand utility.”
An oldie, but goodie in the content marketing world.
PureWow + Old Navy = one great video
A great (and incredibly detailed) resource for content marketers to keep on-hand.
We use a lot of digital tools—to do our jobs, to organize our lives, to communicate with friends and colleagues. And as technology sneaks into more of our work and home hours, we’re spending even more time and money on these tools.
In one month, we use on average 26 different apps for about 30 hours and 15 minutes, and Americans spend the equivalent of 17% of their monthly mortgage or rent on technology. Technology is also changing the way we operate as marketers. By 2017, CMOs are expected to spend more on technology than CIOs—traditionally seen as the largest buyers of technology solutions.
But it can be overwhelming to sift through all the options—particularly when it comes to content marketing tools. So we put together a shortlist of the essential tools you need to do your job.