Author Archives 
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Content marketing: Beyond the buzzword
It looks like the term “content marketing” has officially joined the marketing lexicon. In the last 12 to 18 months, we’ve seen it gain traction as creative and PR agencies now offer it as a discrete service, the catalog of books devoted to the subject continues to grow, and Google Insights shows a definite rise… Continue reading
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The power of brand voice
The buzz around Groupon’s pending IPO is everywhere, as the business press stirs up speculation about whether the 2-year-old daily deal emailer becomes the next Wall Street darling —or the symbol of yet another Internet bubble.
More interesting to me is how the company is using its unique brand voice to differentiate itself from… Continue reading
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Will content marketing come of age?
The research is in—and it looks like content-driven Web marketing could finally achieve mainstream status in 2011. Geoff Ramsey, CEO of eMarketer, sums it up in his recent post citing research that shows how marketers use content to fuel social media strategies and campaigns. It’s clear that successful social media programs are dependent on content—created… Continue reading
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Relevance is *still* the key to relationships
Out with the old? Not so fast. This blog entry from February 2006 is a shining example of the adage that the more things change, the more they really do stay the same. Karla Spormann’s five key points about staying relevant ring as true today as they did back then, though the Minority Report reference is certainly past its shelf life… Continue reading
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Time.com: “Long-form web writing is dead!” Duh.
In an excerpt of a recent interview with Josh Tyrangiel, the managing editor of Time.com explains how “long-form” journalism just does not work on the Web. Well, doh! I’m glad the lead editor of Time.com has realized this, but it’s sad that he’s making this statement in 2009.
Tendo was founded 10 years ago… Continue reading
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Build traffic with valuable content
I was delighted to see Rick Burnes’s recent blog post suggesting that companies that invest in engaging Web content will ultimately attract a greater share of customer attention.
This reality has been building for several years. Companies large and small that invest in producing high-quality, original content—focused on the real interests of their target audience—not only… Continue reading