Much has been written about the importance of brands embracing storytelling — or, at the very least, becoming better at creating more dynamic audience-facing narratives.

The goal of advanced content marketing is to enhance a brand’s ability to influence behavior through sustained content creation, fundamentally changing how audiences perceive that brand. This progressive approach to operationalizing editorial content has driven many marketing teams to start evolving into newsrooms. Continue Reading

Marketing agencies are notorious for being their own worst clients. Billable clients always come first (and for good reason), so agencies often default to allowing client work to speak for their capabilities because they often don’t have the time or capacity to speak for themselves.

But content marketing challenges the notion that client work should always come first. Content marketing, more than any other ”marketing discipline,” requires a convergence of processes and an integration of skills to achieve efficiency and effectiveness. Any given agency may possess the needed parts — content creation, SEO, social media, data analytics, and technical capabilities — but it’s the sum or integration of these parts that really matters. In order for an agency to help others effectively market through sustained editorial, it must ”walk-the-talk” by operationalizing and mastering this same process for itself.Continue Reading