Posts Under: content marketing

Behind HIMSS' New Content Marketing Machine: Avoiding the Perils of 'Random Acts of Content'

Content marketing--—both the creation of content for clients as well as advising clients on their content strategies--—is a business in the “tens of millions of dollars” for HIMSS, the Healthcare Information & Management Society. Last week HIMSS announced the launch of its Media Lab, designed to help healthcare technology marketers crack the code on content marketing through distinct data insights into user behavior, purchase intent and even emotional response.

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How to Grow Content Marketing Dollars (Without Cannibalizing Traffic or Ad Spend)

Content marketing is increasingly dominating the conversation (according to a recent study from Content Marketing Institute and Marketing Profs, 76 percent of B2B marketers plan to increase their content marketing efforts in 2016). And with just 30 percent of B2B marketers considering themselves effective at content marketing (down from 38 percent in 2015), B2B publishers have a golden opportunity to tap into that hunger.

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6 Takeaways for Building Up Your Marketing

"I like people who know how to work. Done is better than perfect. So when people tell me [in interviews] about their weekend projects in their house, like the treehouse they built and they couldn't go to sleep until it was done, that's a cool thing." — Dottie Mattison, CEO of Gracious Home New York in a Q&A last week in The New York Times

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Four Steps for Prepping Your Content for Sale

It’s a tough market for content licensers—the near limitless number of resources online, an increasing willingness of some users to “borrow” content without compensation and a changing client base where the role of corporate librarians who know markets and sources is changing. On the bright side, advertisers are emerging as a new customer base for licensed content but that also means publishers have to learn how to sell differently.  

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