Content Strategy

News, tips, and blogs from online sources

Content Strategy Inc.
The Content Strategist at Contently

cannabis content on facebook

In the November 2016 elections, marijuana lit up the ballot. Voters in California, Massachusetts, and Nevada legalized recreational marijuana. In Florida, North Dakota, and Arkansas, constituents approved medical marijuana measures. And in Montana, where a restrictive 2011 law threatened to shut down dispensaries, voters chose to protect and expand access to medical cannabis facilities.

If you look at a map of the U.S., more than half of it has a green hue. Today, cannabis is legal, in some capacity, in 28 states. Yet as state governments roll out progressive legislature, marijuana brands have hit an unexpected roadblock: advertising.

Section 843 of the [...]

Thu, Mar 23, 2017, Continue reading at the source

At the start of 2017, I made the shift from ad tech to martech. In the last decade, I had helped build and steward the brands of two successful ad tech firms recognized for their innovation and amazing cultures, but it was increasingly difficult to ignore the headwinds facing the old media model. The consumers had spoken, and they didn't want interruptive advertising experiences anymore.

Today, those headwinds are inescapable. Ad blockers have flourished. Audiences find their news on social networks. And native advertising has taken off. Instead of pursuing tired tactics, brands pay hundreds [...]

Wed, Mar 22, 2017, Continue reading at the source
content calendar

Welcome to the March edition of Ask a Content Guy, which we're now renaming Ask a Content Strategist! It's the same old column in which I answer your most pressing content marketing questions, except now with a name that makes a little more sense considering I'm not Bill Simmons. Like I always say: Never stop iterating, and when in doubt, go with the more SEO-friendly title.

This is a dangerous month for marketers. Finalizing budgets, surviving SXSW's endurance test of booze, buzzwords, and barbecue. Making it through March Madness without getting fired for running a gambling ring and sports bar out [...]

Wed, Mar 22, 2017, Continue reading at the source

Einstein. Sensai. Watson: Three important words for the future of martech and artificial intelligence. Salesforce's Einstein launched late last year, Adobe's Sensai two months later, and IBM and Salesforce announced a partnership to sell their AI together, earlier this month. As an IBM representative told TechCrunch, “Within a few years, every major decision—personal or business—will be made with the help of AI and cognitive technologies.”

However, not everyone is impressed. Henry Schuck, CEO of marketing and sales intelligence platform DiscoverOrg, thinks the AI arms race isn't a new phenomenon. According to him, many [...]

Mon, Mar 20, 2017, Continue reading at the source
data-driven marketing challenges

I may work in marketing, but as someone who appreciates privacy, I'm a marketer's worst nightmare. When it comes to data collection, I want my information hidden from companies as much as possible. Fortunately (for me, at least), various search settings and browser options let me limit what I share. Plenty of others feel the same way, which has led to more stringent laws governing personal data. But for those in the business of data-driven marketing, that's a big problem.

According to a January 2017 report from the Global Alliance of Data-Driven Marketing Associations and Winterberry Group, heightened data [...]

Fri, Mar 17, 2017, Continue reading at the source
AI bot

Chief marketing officers have one of the hardest jobs in the corporate world. According to research by the consulting firm Russell Reynolds, it's only getting harder. Last year, CMO turnover reached its highest point since Russell Reynolds began tracking the data in 2012.

After years of swift technological development disrupted marketing to its core, CMOs and their teams are now responsible for a bevy of critical company functions: optimizing the sales process, improving customer experience, and marketing the product across a complex array of channels. Meanwhile, CEOs understand that technology allows for accurate tracking of marketing dollars spent, creating [...]

Tue, Mar 14, 2017, Continue reading at the source