Features

Content is always changing shapes, morphing into something new. Long before there was the written word, people gathered to tell stories around campfires. Before there was a printing press, there were handwritten books. Then, of course, came ebooks. Now, our content comes to us through a dizzying array of devices and platforms. Smart creators are using the growing number of delivery options to continue to reshape content into new—and sometimes improved—forms.
Consumers aren't the only ones concerned about fake news these days. The folks who actually report the news are admitting this issue is increasingly troublesome, too. And the industry is fighting back in a number of ways.
- Posted Oct 04, 2017
Today, digital advertisers can use various forms of analytics to determine exactly what readers are looking at—and for how long. Enter the concept of time-based advertising metrics, which is the ability to not only know whether an ad has been viewed, but how long viewers spent engaged with it. This represents value for advertisers—and publishers. After all, chances are that advertisers would be willing to pay more to have their content viewed for a longer period of time by their target audiences. The higher the level of engagement (based on time spent), the more advertisers should be willing to spend.
It seems there's hardly a job a machine can't do. You go to the grocery store, and your cashier has been replaced by a computer. Your travel agent was replaced by Expedia years ago. The car in your driveway was mostly built, not by an assembly line of workers, but by advanced robots. Artificial intelligence (AI) can drive your car and clean your floor. Honestly, what doesn't your smartphone do for you? And if you happen to work in a marketing department, you may be wondering if you're going to come in one morning to find some form of AI sitting at your desk.
A quarter-century ago, when SEO was in its infancy, it was as easy as slathering on a heavy layer of keywords and tossing in abundant backlinks to rise in the rankings on search engine results pages. But by 2018, that rudimentary approach will be a distant memory, with Google, Bing, and other search engines' sophisticated algorithms in a state of constant refinement. Those organizations will seek to outwit unscrupulous players determined to manipulate results at the cost of user experience. Meeting the challenge of effective SEO may take on even more importance in the year to come, considering the renewed pressure on search engine providers to help users weed out fake news and other low-quality content.
Succeeding in content translation puts you in a position to create compelling experiences among consumers across the globe. However, it is sometimes misunderstood and diluted within globalizing organizations, which leads some content creators and owners to misuse it and make it less effective than it should be. Here are six steps to help you on your journey.
- July/August 2017 Issue, Posted Aug 21, 2017
News publishers must wrestle with the same conundrum that organizers of resistance movements such as the Women's March and the March for Science face: how to harness that heightened post-election energy and engagement for the long haul. The challenge is to smooth and manage the Trump Bump into a Trump Trajectory.
Media outlets that have been seeking a fairer deal from Facebook for years may soon be getting their wish. That's because the social media giant recently confirmed that publisher paywalls are coming soon to its Instant Articles platform. But be careful what you wish for, say the experts, as questions still linger about how this paid subscription model would work, why it's taken so long, and who really stands to benefit.
- Posted Aug 02, 2017
The Every Body Walk website is loaded with videos and stories meant to inspire people to use their own two feet more often, courtesy of Kaiser Permanente. And Blendtec's series of viral Will It Blend YouTube videos is still grinding away with gusto. Indeed, stealthy branding in the form of value-added content that's relevant to a specific market segment or target audience is in vogue. And it's more than capable of paying dividends for businesses that do it right.
- July/August 2017 Issue, Posted Jul 31, 2017
While there are plenty of dire-sounding discussions taking place these days around artificial intelligence (AI) and machine learning—and their potential to disrupt the world as we know it—this isn't technology of the future. It's already gaining traction across multiple industries and professions, including with content creators. New technologies are promising to upend the traditional ways in which content is conceived, produced, and disseminated. Examples already exist. 20th Century Fox used IBM Watson to create a trailer for Morgan.
- July/August 2017 Issue, Posted Jul 10, 2017
On the web series Royal Crush, sophisticated teens fall in love with each other on cruise ships that bring them to some of the world's most majestic destinations and have playful onboard attractions such as a rock climbing wall, a spa, and a teen lounge. It's perfectly delightful entertainment, but that's not all. It's also a grand marketing effort from Royal Caribbean International. Royal Caribbean is one of many brands that have embraced episodic content, which refers to a single narrative developed over multiple segments. It's an elaborate content marketing play that employs the power of compelling stories to build stronger brand connections with viewers.
- July/August 2017 Issue, Posted Jul 05, 2017
Marketers are often dubious about the accuracy of advertising metrics when they put their trust in a major digital ad platform like Google, Facebook, Instagram, Snapchat, or Twitter. They want to be sure, of course, that they're being billed for the right clicks, ad impressions are correctly tallied, and calculation methods are verified by third parties.
- Posted Jun 21, 2017
Providing great customer experiences requires blending information, design, and operations. In addition to being a purchaser, a customer is a collection of emotions, activities, and attitudes that come into play around purchasing decisions. In practice, this means the content-related parts of a business—websites, promotions, and physical stores—need to be integrated with the commerce parts—product catalogs, transactions, logistics, and fulfillment.
It's been said that we all have a novel in us, but these days, it seems as if we all have a podcast in us. Of course, we don't all have a good podcast in us—and fewer of us can launch an entire network. But Rebecca Lavoie has done just that, from her basement and with the help of her husband—and writing partner—Kevin P. Flynn. Along with two more co-hosts, the pair launched Crime Writers On Serial, a podcast to talk about a podcast (now Crime Writers On…).
- May/June 2017 Issue, Posted Jun 07, 2017
2016 was the year immersive content went big time. NBC broadcast the Olympics in 360-degree video. Pokémon GO got millions of smartphone owners out of the house. Virtual reality (VR) made the cover of TIME. And major players rolled out headline-grabbing VR devices, including Samsung's Gear VR, Oculus' Rift, HTC's VIVE, and Google's Daydream View. The era of affordable and viable VR for the masses had arrived.
- May/June 2017 Issue, Posted Jun 05, 2017
In a digital marketing environment, experiences are becoming increasingly personalized. Consumer actions and interactions are constantly monitored, and the information gleaned from these interactions can be used to deliver content in different ways across multiple channels through various marketing automation and content tools. Using granular customer data, marketers can deliver micro-experiences to consumers.
- May/June 2017 Issue, Posted May 29, 2017
Here's a worrisome thought for marketers that can keep you up at night: Gen Z—a key demographic born between the mid-1990s and early 2000s—comprises 27% of the global population, commands $44 billion in purchasing power, and represents the first true generation of digital natives. But your efforts to reach them via digital ads could fail miserably, new research suggests.
- Posted May 19, 2017
Virtual reality is becoming … well … reality, thanks to a host of new tools and people willing to test the limits of what the technology is capable of—and what the audience expects. Nowhere is that more true than at USA TODAY's VRtually There, a weekly news show done entirely in virtual reality (VR). David Hamlin is part of the team that makes the show possible.
- May/June 2017 Issue, Posted May 17, 2017
Video is an increasingly important part of content strategies. Whether you're the editor of a news site or a content marketer, your audience wants video—and there is no place like Streaming Media East to learn about the business and technology of video. But after a day's worth of sessions, I came away with three tips that any publisher can apply to their content.
- Posted May 16, 2017
In an increasingly competitive and fragmented age for electronic content providers, publishers might want to consider seeking revenue solutions less in the real world than in the virtual world. Rolling out virtual reality (VR) and augmented reality (AR) content is a good start—but especially for those digital content players that lack the resources to provide such immersive digital consumables today, hosting and creating short-form VR and AR ads may prove to be a more winning strategy in the near future.
- May/June 2017 Issue, Posted May 08, 2017
We present EContent's annual Trendsetting Products list. Each year, we turn to our inboxes, our coverage, and our contributors to find out what products are helping content creators of all kinds stay on top of their game. I hope you find these products as interesting and as potentially helpful as we do!
May/June 2017 Issue, Posted May 01, 2017
In many ways, much of the work of an influencer campaign falls on the shoulders of the influencer—the one actually creating the content—but that doesn't mean there isn't work to be done on the brand's end. Here are five steps to make sure your influencer marketing is a success.
- March/April 2017 Issue, Posted Apr 17, 2017
Over the past couple of years, the state of print and digital distribution has felt very similar to a busy cloverleaf highway intersection, with eight lanes speeding in every direction. There were print magazines and newspapers that moved to digital distribution only. Others maintained a print presence, but reduced their frequency in favor of an amped-up digital presence. Roaring into action from the opposite direction were digital publications introducing, or reintroducing, print. The options are endless.
Identity theft and credit card fraud make the headlines for their damage and deception, but there's another putrid kind of fraud that, according to Hewlett Packard Enterprise's "The Business of Hacking," requires less risk and effort and has a higher payout potential: ad fraud. The chicanery is rampant throughout the digital advertising ecosystem and has many different varieties. And while it's true that many players in the supply chain have incentives to ignore the problem, there's a growing momentum to stop ad fraud's costly creep.
- March/April 2017 Issue, Posted Apr 03, 2017
Digital publishers eager to reach more eyeballs often turn to external distribution platforms to disseminate content to the masses. But new research reveals that this strategy may not be paying off as effectively as digital content providers have banked on.
- Posted Mar 22, 2017
It's not easy taking information across borders. That's particularly ironic in a digital environment where the ability for information to cross borders is relatively seamless. For media companies, simply being in the digital environment where content can technically be accessed globally does not mean they are global media companies.
- March/April 2017 Issue, Posted Mar 13, 2017
Publishers gave a lot of blood, sweat, and tears getting their content up-to-speed on mobile over the past few years. Now, things are getting audible with speakers such as Amazon's Alexa-powered Echo and Google Home, featuring Google Assistant. And, according to experts, publishers have to adjust. To do otherwise is to risk being drowned out by the sound waves of competitors and overlooked by consumers eager for immediate gratification audio.
- March/April 2017 Issue, Posted Mar 06, 2017
In an increasingly challenging climate for electronic publishers, content providers, and digital marketers—where the gray clouds of ad blocking, content competition, short-attention-span consumerism, and monetization pressure loom over the horizon—social media is the silver lining.
- Posted Feb 27, 2017
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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
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.
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."
- 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.
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.
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