The Content Marketing Blog
Aug 29, 2013

London Fashion Week has traditionally been an exclusive event for the fashion elite. The hottest designers hold shows displaying their newest styles for an audience of three to four hundred people—that is until last spring.
 
In a partnership with Google+, Topshop created Topshop Unique, a comprehensive website that brought the latest in fashion from London Fashion Week to over two million people around the globe.

A leader in fashion and media in the UK, Topshop has made innovation a core value throughout their company and have made it their mission to make cutting edge affordable fashion available to everyone.

 
Topshop Unique connected fans to the show in unprecedented ways. The page featured a live stream of the show with cameras focused on the runway in the Tate Modern and cameras hidden in the models handbags. [...]

In Part 1, I wrote about an impending expansion of generic top-level domains (gTLDs) at the end of 2013. To recap,generic top-level domains (gTLDs) are the part of the URL that come after the last dot such as "com" or "org."
Please note that this post contains information and considerations for marketing professionals to help them navigate the coming gTLD revolution.It should not be construed as or relied on for legal advice.

If you have legal questions, please consult with your an attorney.

Regardless of whether your brand intends to operate a registry, register some second-level domain names, or just protect your goodwill, managing the flood of new gTLDs should be part of your marketing strategy.
Here’s why.
Open Registries vs. [...]

Aug 14, 2013

Today's consumer has unprecedented access to information and an ever-expanding universe of tools for sharing opinions. Don't be deceived by word-of-mouth's quaint handle: social technology has turbocharged the classic marketing concept.

Brian Solis and JESS3's colorful Conversation Prism (featured image) shows the array of social networks, blogs, wikis, apps, and other online services that have considerable power to influence brands Savvy brands are embracing a diverse set of services to shape the conversation. In our experience, the most successful ones consistently do the following four things well: [...]

"Marketers have much to gain by including sales in the content marketing mix. Get to it!"
—Marc Cowlin
"Emotional posts drive an average reaction rate of 0.5%, which is more than double that of informational posts... "
—Jason Falls

Most of my professional life has been spent working with companies and organizations that are protecting, expanding or reinventing their brand identities in the digital world. Although I now work in-house at Thismoment, the first part of my legal career was spent at law firms helping brands navigate the opportunities as well as the pitfalls in cyberspace.

 
One of the most significant internet revolutions for brands is underway:

the expansion of gTLDs. Ageneric top-level domain (gTLD) is the part of the URL that comes after the last “dot” – for example, .com and .org.

Your legal department may already be in the loop on the issue, but is your marketing team prepared for the impending changes?

The gTLD Overview

Last year and for the first time, theInternet Corporation for Assigned Names and Numbers (ICANN) accepted applications for new gTLDs. With a few restrictions, anyone was allowed to apply for almost anything to the right of the dot,including their own brand name or a generic term. [...]

Aug 2, 2013

It’s been a pretty nice week for Google.
 
Chromecast, their new $35 browser-to-TV streaming dongle, is selling faster than you can say “best stocking stuffer ever.” They’ve out-Appled Apple, with their new retina display Nexus 7 tablet sporting better resolution specs than the iPad Mini. For years, web design has been on a collision course with the biggest and smallest screens you own.

Between these new gadgets and Google Glass, the big G just hit the accelerator.

So what happens when your brand’s web content suddenly needs to fit into your 50” home theater, your double-resolution 7” tablet, your flexible width OneChannel YouTube page, and that 1” Glass prism sitting on your head? Unless you want to build 30 versions of the same site, you’ll need to start thinking of everything through the lens of responsive design. [...]

Ignite Your Sales with Content on Demand
Equip your sales reps to deliver exactly the right content to the right customer on the right device, at the exact time it's needed.
Jul 25, 2013

Does your brand have a content marketing strategy? How are mobile technologies influencing content marketing trends?

How do marketers get exec support and funding for content marketing programs? How do they show success?  In last week's edition of Thismoment's webinar series, Transform Your Content Marketing: [...]

Jul 10, 2013

Your enterprise is global. These days, that almost definitely means that your YouTube marketing strategy is too.

You're managing multiple regional brand channels on unique URLs and uploading localized content to better serve diverse geographies. But your efforts feel spread thin. [...]

"A UGC hashtag campaign without ROI is indeed DOA!"
—Dan Kimball