An exclusive interview with Greg Ellevsen: International Marketing Consultant, publisher of The Brandthropologist website, and recent VP of Marketing and Communications for IBM Middle East and Africa. 1. What is the difference between integrated marketing communications and key account marketing? Greg: Key account marketing is a specific approach which enables [...]

Branded content continues to be all the rage among publishers and companies alike. So if you're looking for branded content examples for your 2019 planning, check out these 11 pieces from the Washington Post. 1. Optum: Working to end the epidemic Depicting the scope of our nation’s opioid problem and telling [...]

Challenge #1: Moving from "content" to "content marketing." Stakeholders and current (inherited) teams don’t understand the difference between content and content marketing. Solution #1: "When you’re starting everything from scratch and need to tie things together in order to explain it to the management," says Joshua Nathan, Head Of Marketing at [...]

You’ve got a whole bunch of awesome content. People are commenting and liking your posts in hordes. You’ve figured that using cute cats in anything you write is well received. You start to wonder what your life would have been if you were a cat instead. Oh, distractions! You snap [...]

Imagines this: you’re a content marketer in a traditional industry, confined by regulations and countless red tape. You don’t stand a chance of creating content so engaging, so practical that it helps to capture your target market. Especially if your target market is young, digitally savvy consumers. That’d be impossible, [...]