Features

From a meow to a roar: That's a simplistic, but spot-on, way to describe the evolution of online video, a realm previously ruled by cute and curious cat videos. But it's now populated by countless contemporary iterations of playable visual content—including those of the short-form, live-streamed, silent, branded, vertical, and viral variety.
By - Posted Feb 20, 2017
In the nitro-fueled, hyper-paced modern world, digital marketers have to be able to upshift quickly, change lanes without hesitation, and recognize the traffic patterns ahead to avoid delays and setbacks. Because the name of the game in 2017 and beyond is masterful maneuvering, as evidenced by the multiple obstacles, road hazards, and fast-lane opportunities that characterized the digital marketing route many traveled this past year.
By - Posted Feb 13, 2017
The term "content marketing" has become so common in marketing circles that many in the industry may be growing tired of it. For those folks, unfortunately, its prevalence is not likely to diminish any time soon. According to Forrester, "By 2019, marketing leaders will spend more than $103 billion on search marketing, display advertising, social media marketing, and email marketing—more than they will on broadcast and cable television advertising combined.
By - Posted Feb 06, 2017
The internet has closed the distance between countries around the world, democratizing access to content from wherever you are, whenever you need it. Increasingly, companies are operating in global markets—whether they intended to or not.
By - Posted Feb 01, 2017
It's January 2017, and you've turned over the digital calendar page on a new year. Was your resolution to walk an extra 1,000 steps a week this year, to be tracked by your Apple Watch, shared on Facebook for extra accountability, and added to your Lifetick goal-tracking web app? Congratulations—you've both added to and exemplified the state of Big Data in 2017.
By - Posted Jan 30, 2017
Inextricably entwined with the state of Big Data—that growing corpus of multidimensional information made larger each day via cheap sensors, cheap storage, and user-generated content—content analytics and its ability to pull actionable insights from digital content has never been under more pressure to perform. After all, having the highest volume of structured and unstructured data has never been the point; it's whether sound business decisions can be made with that content that matters.
By - Posted Jan 25, 2017
In July 2016, the mobile world was opened up to tantalizing new possibilities with the release of Pokémon GO, an augmented reality (AR) game from Niantic that overlaid Pokémon (various creatures with special features and clever names) in users' real-life settings. Engage with a Pokémon, and, suddenly, there the creature is—in your living room, your backyard, or your local retail store. It wasn't long before marketers began eyeing the possibilities for leveraging the huge popularity of this game.
By - Posted Jan 23, 2017
The once high-flying ebook industry endured its second consecutive year of flat sales growth in 2016, renewing doubts about the platform's ability to attract print readers and ward off competition from other forms of digital entertainment. Experts are mixed about the industry's future, with predictions of continued stagnant growth contrasting with predictions of a resumption of sales momentum.
By - Posted Jan 18, 2017
The dynamics of the web content management (WCM) software market changed in 2016. Experts say that customers are increasingly seeking best-of-breed solutions that play well with the rest of their infrastructure. Additionally, many feel as if they overbought WCM packages that can do a lot, but are complicated to learn and use.
By - Posted Jan 16, 2017
The free lunch is over, social media marketers: prepare to pony up and devote even more of your budget to paid promotion on Facebook, Twitter, Snapchat, and their ilk. That's the conclusion reached after digesting the findings of Gartner's "Digital Channel Survey 2016: Social Marketers Expand Tactics for Results." According to the report, four out of five industry professionals who spearhead social media marketing programs indicated they would place paid advertising programs via social media over the next 12 months.
By - Posted Dec 14, 2016
Localization is on the minds of every global enterprise. In fact, according to a new study from SDL and Forrester Research, 68% of companies are running 10 or more sites. And 70% of enterprises support five or more languages. SDL's VP of Technology Solutions, Alberto Andrade, talked to Gilbane Digital Content Conference's audiences about the results of the study and the struggles that these companies face.
Posted Nov 30, 2016
"The translation industry is overdue for a major disruption to catch up to the 21st century," according to Marisa Bowers, senior director, global account management at CSOFT. Like everything else related to the mobile web, speed is paramount when it comes to translation, and CSOFT is trying to address that concern with its Stepes product.
Posted Nov 30, 2016
Just do it. I'm lovin' it. Diamonds are forever. You know these words in part because they've been very carefully chosen to appeal to audiences. But as Paul Blamire, VP of client experience at Atomic Reach, told an audience at the Gilbane Digital Content Conference, it's about more than the words themselves—it's also about structure, what device people are reading on, and the emotions they evoke when this all works together. According to Blamire, machine learning (ML) and artificial intelligence (AI) can help marketers get the words and their structure right for more people on more devices.
Posted Nov 30, 2016
ABC's live streaming of the Republican National Convention via Facebook garnered 11.5 million views, according to Digiday. If a political convention can generate that much engagement, just think of the audience your product or service might be able to attract. You don't need to be a big brand to generate big brand engagement through live video.
By - November/December 2016 Issue, Posted Nov 28, 2016
Digital marketers who want to see more green and avoid the red on their sales charts, post-Thanksgiving, need to think less about mass appeal and instead stress better brand experiences via one-on-one engagement. In other words, package more emarketing customization to gift-minded shoppers in the form of personalized digital advertising.
By - November/December 2016 Issue, Posted Nov 14, 2016
Perhaps no other industry has undergone as much change as publishing has in recent years. On top of that, the pace of change only seems to be accelerating even more. DXM also has to evolve and be moored to the larger transformation underway in publishing. First, let us discuss the context and some key trends.
Each year, we receive many more submissions for the EContent 100 list than we can use, and many interesting companies don't make it onto the final list. Here we introduce you to some of the companies that caught our attention during the voting process. We'll be keeping an eye on them during the next year, and you should too.
November/December 2016 Issue, Posted Nov 03, 2016
The EContent 100 list of companies that matter most in the digital content industry is now in its 16th year. Similar to most adolescents, it's going through some changes. We added new judges and new categories. As a result, we've got many new companies on the list. Among other changes, this year we added Online Video as a standalone category. We all know that video's popularity is on the rise; and as it's becoming a bigger part of the content puzzle, it clearly needed its own category.
November/December 2016 Issue, Posted Nov 01, 2016
Here are the 10 professionals who decided ?which companies would make up the EContent 100, along with category descriptions.
November/December 2016 Issue, Posted Nov 01, 2016
The use of ad blockers has been on the rise, cutting deeper into publishers' already slim profits. Now, The Atlantic is fighting back, announcing, "Visitors to our site who use an ad or script blocker will now see a message offering two options: Whitelist The Atlantic, or purchase an ad-free subscription. While we're in beta, we won't prevent ad-block users from continuing to read The Atlantic. But our intention is to soon ask ad-block users to make a choice."
By - Posted Oct 18, 2016
Push notifications from an app can be powerful messages that drive engagement back to the mothership. However, since phones are such personal devices, experts say marketers must use the communications respectfully and strategically.
By - September/October 2016 Issue, Posted Oct 10, 2016
Spurred by an entrepreneurial drive and the prospect of higher profits, many American content-creating companies look beyond their borders for fertile terrain and attempt to map out a plan for success. Some make it-others don't. But the ones that stand the best chance of surviving and thriving typically scout the territory carefully and recognize both the opportunities and the challenges of operating abroad.
By - September/October 2016 Issue, Posted Oct 03, 2016
EContent's editor and author of Inside Content Marketing, Theresa Cramer, stopped by the Mobile Presence podcast to talk to Mobile Groove's Peggy Anne Salz, and Shahab Zargari, about the content marketing revolution, how mobile figures in, and why your team is so important. Listen here.
Posted Sep 30, 2016
Digital experience management (DXM) refers to providing highly satisfying digital services to customers through an effective blend of strategy, process, and technology. DXM fundamentals remain more or less the same across industries, but the modus operandi may vary based on your objectives. Education is a rather vast field, and this article focuses on DXM for higher education (higher ed) organizations such as colleges and universities.
Adblock Plus announced its new Acceptables Ads Platform, but ad exchanges are not on board, and users may not be either.
Posted Sep 15, 2016
The practice of using DRM locks has so infuriated the Electronic Frontier Foundation (EFF) that it is currently suing the US government to invalidate Section 1201 of the DMCA law. But whether the group wins its litigation or not, there's another pressing agenda the EFF is tackling in the interim that it wants publishers and consumers alike to be aware of: the fair labeling of digital products that come pre-locked by DRM.
By - Posted Sep 14, 2016
Today's online advertising environment is often seen as chaotic. Whether it's the ongoing struggle to squeeze digital dimes out of online advertising, the move toward programmatic placements, the increasing presence of ad blockers, or the plague of ad fraud, many publishers (and advertisers) are in over their heads. But a comScore report has some good news. According to "The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness," "Premium publishers are more than 3x more effective in driving mid-funnel brand lift metrics, such as favorability, consideration and intent to recommend."
By - September/October 2016 Issue, Posted Sep 12, 2016
Have you ever wondered what Jell-O and content marketing have to do with each other? Theresa Cramer explains on the WriterAccess podcast. She stopped by to promote her book, Inside Content Marketing, and had a great conversation about journalists, strategy, and much more. Listen here.
Posted Sep 08, 2016
The "Nielsen Global Trust in Advertising Survey" from 2012 indicated that 92% of global consumers said they trusted earned media-e.g., word-of-mouth and recommendations-more than any other form of advertising. That tendency bears fruit online. While there's definitely some marketing power and potential behind influencer marketers, it's important for marketers to understand that influencer marketing--or influence marketing--while it may have some unique nuances due to the online environment it exists in, isn't fundamentally different from the general marketing approaches and decisions they've been undertaking for years.
By - September/October 2016 Issue, Posted Sep 05, 2016
"Bite the Wax Tadpole" doesn't exactly roll off the tongue as a memorable moniker for a company. Yet, that's how the brand name for Coca-Cola was interpreted by many when the beverage firm first initiated marketing efforts in China. Worse, Pepsi's former catchphrase, "Pepsi brings you back to life," was translated among the Chinese as "Pepsi brings your ancestors back from the grave." Corporate giants like the cola kings can survive such embarrassing faux pas, but not every brand has the resilience and resources to recover from a major marketing blunder.
By - Posted Aug 24, 2016
EContent's editor, Theresa Cramer, stopped by SLMA Radio to talk about content marketing, her book, Inside Content Marketing, and why journalists should consider making a career change. Listen to the conversation here.
Posted Aug 19, 2016
Digital experience management (DXM) refers to the marshaling of strategy, process, and technology to provide highly satisfying digital interactions to customers. DXM is relevant across industries, but it has a special place in the healthcare industry--so much so that I'd like to think of it as the digital equivalent of the mandate to "wash your hands." In other industries serving to enhance customer interactions, DXM is the icing on the cake. But in the healthcare realm, DXM can play an even more crucial role in helping achieve better health outcomes for customers. This article focuses on DXM for organizations in the healthcare industry-hospital systems and other healthcare providers, pharmaceutical companies, and medical device makers.
By - July/August 2016 Issue, Posted Aug 15, 2016
Facebook is striking a blow against ad blockers-and hoping to improve your ad experience in the process. The social media platform announced on its blog that it will override ad blockers, while also giving users more control over their ad experiences.
By - Posted Aug 10, 2016
In AOL's 2016 Publisher Outlook report the industry got a look at research that backs up a lot of what we already know. Mobile and video are important, and ad blocking is a problem. But off platform monetization was also part of the digital publishing equation this year, and it seems the verdict is in: Third party platforms are a hit.
Posted Aug 05, 2016
If you have a piece of content marketing that worked wonders on audiences in the U.S., you might think it can also be effective with international decision makers. You figure translating it is the next step, but is it the last step? Not likely. Truly localizing content generally requires significant attention to cultural nuances, brand consistencies, and the unique demands of audiences. Effective collaboration among cross-border content specialists is another piece of the puzzle.
By - July/August 2016 Issue, Posted Aug 01, 2016
Mobile content distribution platforms like Facebook Instant Articles and Google AMP are helping publishers bring their content to audiences, especially on mobile platforms. But many publishers are still wary of publishing on third party platforms. Here are the pros, cons, and everything else you need to know about mobile content distribution platforms.
By - July/August 2016 Issue, Posted Jul 11, 2016
Ideally, every consumer experience with an organization-regardless of how large it is-should be aligned and seamless. Messaging should be consistent in terms of content and quality. But what about between marketing and sales-two parts of most organizations that are outward-facing? Wouldn't it seem logical to assume that their messaging would be aligned and consistent?
By - July/August 2016 Issue, Posted Jul 08, 2016
Consumers increasingly demand consistent, delightful digital experiences as they interact via desktop, mobile, tablet, digital signage, in-car, and in-store experiences. But the days when you could create a mobile experience that closely mirrors the desktop are long gone. Brands must create tailored experiences by carefully considering the consumer's preferences. Accomplishing this requires well-oiled and well-managed interconnected technologies. Culling necessary data from various customer touchpoint devices and employing it to personalize each consumer's experience on a constant basis demand a new level of sophistication in content-related infrastructure and architecture.
By - July/August 2016 Issue, Posted Jul 04, 2016
During the great California gold rush, early prospectors sifted through rocks and streams in the hopes of finding a fortune. But bigger hauls were often claimed by going below the surface and digging deeply into mines, where a treasure trove of gold lay waiting to be unearthed. The gold rush may be ancient history, but there's still potential treasure to be tapped--and crises that can be prevented too-by companies that are willing to delve deep into their dark data.
By - Posted Jun 27, 2016
Interestingly, a new twist on an alternative revenue generator has emerged: the democratized digital tip jar. Sites like Wikipedia have employed an online tip jar for years in the form of regular requests for donations from its users via PayPal, credit/debit cards, and other payment methods. But now a major player in the digital donations space-Flattr-is partnering with AdBlock Plus to offer Flattr Plus, a browser extension/app that enables users to remove online ads from sites they visit while also contributing a monthly payment in an amount they choose that will be distributed proportionally to publishers of the sites they surf.
By - Posted Jun 22, 2016
In theory, marketing in 2016 should be a breeze, as companies have access to an unprecedented amount of data about customers, both current and future. But using the data to improve the customer experience requires the right tools. Enter marketing cloud software vendors, which offer solutions that promise marketers a more comprehensive way to reach customers. And yet, companies of all sizes are finding that choosing and using a marketing cloud platform is not a trivial matter, and obtaining and successfully implementing the right one could mean the difference between marketing success and marketing mediocrity.
By - June 2016 Issue, Posted Jun 20, 2016
Digital experience management (DXM) connotes the coming together of strategy, technology, and process to provide the True North of highly satisfying digital interactions to customers. This fundamental notion of DXM remains relevant across industries, including nonprofit organizations (nonprofits)-although your DXM priorities, approach, and techniques may vary based on your core mission and goals.
By - June 2016 Issue, Posted Jun 15, 2016
Savvy marketers realize that content marketing and personalization are two keys to engaging their target audience. A pair of recent surveys suggests that marketers know this, and yet also believe that measuring the results of their content marketing and personalization efforts is very challenging. Rapt Media's survey, "The Future of Content, Part II: Measuring Content Performance," shows that marketers have significant challenges gaining insights and measuring the ROI of their content marketing efforts.
By - Posted Jun 13, 2016
Now the Associate Dean for Innovation, Research/Creative Activity and Graduate Studies Scripps College of Communication at Ohio University, Dr. Ferrier's primary research focus is how best to address the specter of online harassment. She is also the founder of TrollBusters, a digital tool to combat online harassment against women journalists, bloggers, and publishers.
By - Posted Jun 10, 2016
Just a few short years ago, it seemed as if the bottom had fallen out for marketing talent-including writers, graphic designers, videographers, and more. In a declining economy, marketing budgets are often the first to feel the pain. But companies have actively looked for less expensive and more cost-effective ways to get the word out about their products and services. Additionally, Google has tinkered with its algorithms to provide SEO rewards to those who can supply rich, varied, and original content on a regular basis. And so, demand for talent has outstripped supply.
By - June 2016 Issue, Posted Jun 06, 2016
For marketers who place strong trust in advertising and rely heavily on high click-through rates, these findings can be downright deflating. But many believe there are smarter ways to engage mobile users, including old-school strategies that can be adapted to digital and that aim squarely at consumers' wallets-literally: the coupon and the loyalty card.
By - Posted May 23, 2016
Digital experience management (DXM) refers to the combination of strategies, technologies, and business processes to provide highly engaging and satisfying digital services to customers. Across industries, DXM increasingly holds the keys to competitive differentiation and customer retention. DXM has a particular urgency for the financial services sector with the entry of new digital native rivals. This article focuses on retail banks, insurers, credit card companies, and other business-to-consumer (B2C) financial services organizations.
By - May 2016 Issue, Posted May 18, 2016
Over the past 2 decades, traditional journalism organizations have seen their market share hammered by startup digital alternatives that use technologies, business models, and channels that were unimaginable in print's heyday. The loss in print ad revenue, the growing appetite for real-time mobile news, and the challenge of engaging an always-on, perpetually distracted audience have exerted significant pressure on the viability of legacy new organizations. But an increasing number of publishers see the wisdom of applying the same startup mindset used by the newcomers as the key to fighting back. Could thinking and acting similar to a startup be the key to ensuring publishing longevity?
By - Posted May 16, 2016
Rapt Media released a report questioning whether personalization in content creation is being approached in the right way. The Future of Content: Personalizing the Content Experience, suggests that marketers are relying too much on distribution technology and "push" marketing rather than leveraging emerging content creation technologies that could help them customize content at the point of creation.
By - Posted May 13, 2016
We've been hearing a lot of new titles in and around the digital content space during the past few years: chief content officer, chief digital officer, and so on. We often hear these names associated with upstart brands, but in 2015, Andy Goldberg was named GE's first chief creative officer. "This position was created as the landscape of marketing continues to evolve," says Goldberg. "We, as a company, need to stay ahead and have new perspectives on how to lead our brand." So after serving as the creative director for GE-easily one of the most well-known brands in the country, if not the world-Goldberg made the leap to the C-level suite.
By - May 2016 Issue, Posted May 11, 2016
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