We were recently asked how we would craft an online content strategy if we only had 40 hours a month to do it. It’s an interesting idea. The most important thing is identify, identify, identify.
The 40-Hour Content Marketing Challenge
By Brad Schwarzenbach | Published November 24th, 2009Will this Microsite Blend?
By Jim Cosco | Published October 7th, 2009What do you want to accomplish with your next microsite? Can you accomplish the same goals with lower risk by using an established channel first?
Appointment TV Worked for NBC and it Will Work for Your Online Content
By Jim Cosco | Published September 3rd, 2009Bill Cosby, Michael J. Fox, and Ted Danson turned NBC into a powerhouse during the ’80s with their Thursday night lineup. The Cosby Show at 8PM, Family Ties at 8:30PM, and Cheers at 9PM became a regular staple in homes across the country. The ratings were huge and it got television executives talking about a phenomenon where the audience would expect shows at a certain time and they would rearrange their schedules around them in order to tune in. They called it “Appointment Television.” The most loyal of fans would make a habit out of watching the shows because they knew when and where to find them.
The concept, which developed a loyal following for NBC and turned it into the number one network, can work for you too as you develop your content marketing strategy.
Bill Cosby, Michael J. Fox, and Ted Danson turned NBC into a powerhouse during the 80s with their Thursday night line-up. The Cosby Show at 8PM, Family Ties at 8:30PM, and Cheers at 9PM became a regular staple in homes across the country. The ratings were huge and it got television executives talking about a phenomenon where the audience would expect shows at a certain time and they would rearrange their schedules around them in order to tune in. They called it “Appointment Television.” The most loyal of fans would make a habit out of watching the shows because they knew when and where to find them.
The concept, which developed a loyal following for NBC and turned it into the number one network, can work for you too as you develop your content marketing strategy.
CBS Ruins a Good Thing
By Jim Cosco | Published September 2nd, 2009In Pay no attention to that man behind the curtain, we discussed the trend of creating behind-the-scenes content, and we cited some great examples, including Ford’s CEO using Twitter, the making of a commercial for Sony Bravia, and Nokia’s conversations blog. CBS’s The Early Show could have made the list when they began streaming live,…
Pay no attention to that man behind the curtain.
By Brett Virmalo | Published August 17th, 2009
Consumers are curious, and their appetite for content is insatiable. Feed them more than just your most polished and practiced marketing communications. Pull back the curtain.
The Power of Participation Creation
By Josh Cole | Published July 27th, 2009One great way to build relationships is not by knocking on doors but, rather, by opening your own. Reach out to the people you want to build relationships with and involve them in the creation of content that speaks to them and to their audience.
Has Twitter Missed Their Monetization Boat?
By Andrew Davis | Published June 22nd, 2009While Twitter and Time Magazine hail Twitter as the next big thing in social media, I think that not only is this premature, it might be just plain wrong. There are already signs that attrition is on the rise at Twitter as users struggle to find value in the content.
Case Study: Timely Content Helps Position Tippingpoint Labs
By Andrew Davis | Published June 3rd, 2009CHALLENGE: Position Tippingpoint Labs as a thought leader in the new media space. SOLUTION: Write a controversial post about competing sites with growing popularity. Going out on a limb is occasionally fruitful.
Don’t Let Traffic Drive You
By Andrew Davis | Published June 2nd, 2009Eighty percent of you business is going to come from twenty percent of your customers. So concentrate on quality traffic. Don’t invest in attracting everybody to your site with SEM or affiliate marketing, invest in cultivating lower volumes with higher engagement.
Podcast: May in the Twitterverse at The Tipping Point
By Andrew Davis | Published May 29th, 2009Twitter is most certainly a sensation – is it a fad? Who knows… but it’s intriguing.
Each month on The Tipping Point we pick a theme for our podcasts. So in our May podcasts, we took a good look at Twitter. We didn’t cover what it is or what it does – there’s plenty of that out there. Instead, we dove deep to bring you: May in the Twitterverse.
The Content Engine
By Brett Virmalo | Published May 26th, 2009Once you have a strategy nailed down, you need a content creation process or, as we call it, a Content Engine. The Content Engine equates to the actual tactics employed in carrying out your overall strategy — it’s the way you plan, coordinate and generate your content.
Justin.tv: Hundreds of Channels, Nothing On
By Andrew Davis | Published May 8th, 2009Hundreds of channels but there’s nothing on
The site began as a social experiment in something co-founder (and namesake) Justin Kan referred to as Lifecasting or broadcasting his life live on the web, 24/7. That experiment lasted a few months and the site has come a long way from this. After adding hundreds of lifecast channels the site was opened up to the public in late 2007 moved on from experimentation and entered gestation phase.
What Makes Your Content Valuable?
By Jim Cosco | Published May 7th, 2009Creating valuable content is vital in marketing online today. But when you’re putting all this content out there without substantial feedback, how do you know if it’s valuable?
Finding Value in the Distributed Content Model
By Andrew Davis | Published February 24th, 2009As a strategist at an online content marketing agency I’m constantly asked to recommend the most effective online distribution channels. Unfortunately, there’s been no easy way to answer this question. However, over the next couple of posts, I hope to help you determine what the most successful distribution vehicles for your content might be. To…
Creating Valuable Content: Three Keys To Success
By Andrew Davis | Published February 19th, 2009As part of Tippingpoint’s Online Content Marketing strategy, we’ve keyed in on defining valuable content. For each distribution channel (YouTube.com or Flickr.com) or web platform (blog, photostream, e-zine, email newsletter), we define valuable content as the creation and distribution of relevant, high-quality, frequent content. Let’s break these down one by one: High-Quality Content We believe…