Cogitation Supremacy
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Cogitation Supremacy
It's about thought leadership. A resource for thinkers, writers and marketers
Curated by Ryan Hines
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The truth about branded content’s credibility

These days, everyone seems to be enamored with word-of-mouth marketing and branded content and its cousin, native advertising.
Ryan Hines's insight:

According to cited study conducted by Nielsen, third-party written by experts are significantly more effective than branded content and user reviews. Another clue as to the value of thought leadership.

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What You REALLY Pay for Content and What This Means for Marketing

What You REALLY Pay for Content and What This Means for Marketing | Cogitation Supremacy | Scoop.it
“The best things in life are free”--so goes the 1959 hit Motown single Money (That's What I Want) by Barrett Strong. Content, on the other hand, is never free. You pay something for content, knowin...
Ryan Hines's insight:

Use the price of admission ladder (infographic) to understand what your audience pays to consume your content and how this affects your marketing.

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Three Basic Elements of Content that Spreads | Copyblogger

Three Basic Elements of Content that Spreads | Copyblogger | Cogitation Supremacy | Scoop.it
By practicing vulnerability, storytelling, and clearly communicating the “Why” factor, it can transform into a habit. A habit that will yield love and appreciation from your tribe, stories of your idea or product being put into practice, ...
Ryan Hines's insight:

Great set of simple points that apply to all content, not just thought leadership. Paul also includes great outside content for anyone with time to explore a bit more.

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Creepy Robots, Angry Audiences: Ads Disguised as Content Mislead, Annoy - eMarketer

Creepy Robots, Angry Audiences: Ads Disguised as Content Mislead, Annoy - eMarketer | Cogitation Supremacy | Scoop.it

Why is "almost" so aggravating?

 

These stats from eMarketer show that web surfers find advertising parading as content misleading. Sponsored video ads that falsely appear to be content (read user-generated or genuine) top the deception list.

 

This may suggest that the more advertising fodder mimics "real" content; the more negative the audience reaction. In the field of robotics there's a similar phenomenon: the uncanny valley.

 

Uncanny valley explained

A human observer feels more empathy for robots as they become more life-like up to a certain point. Stuffed animals are cuter than industrial robots. As the robot's appearance approaches the most human-like, empathy quickly gives way to strong revulsion. People are creeped out by robots that look "almost human."

 

Some draw upon human evolution to explain the uncanny valley. With advertising, it may not be as complex. When someone expects interesting content and gets an advert instead, they likely feel harassed and deceived.

 

Photo credit: Tom Woodward via Flickr

 

 

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5 Ways to Create More Content Without Creating More Work — @TMGmedia

5 Ways to Create More Content Without Creating More Work — @TMGmedia | Cogitation Supremacy | Scoop.it
What’s the secret to creating more content, without creating more work? Get 5 tips for how to make your existing content go the extra mile.

 

Recycling helps save the planet, right? Good content and good ideas should be used more than once. Nice recap of an eco-friendly content plan.

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Two Qualities of Content Marketing that Matter Most - Forbes

Two Qualities of Content Marketing that Matter Most - Forbes | Cogitation Supremacy | Scoop.it

Great article by Patrick Spencer on what makes great content. Inform and persuade.

 

 

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A Thought Leadership Strategy Where Content Supports True Innovation

A Thought Leadership Strategy Where Content Supports True Innovation | Cogitation Supremacy | Scoop.it
Thought leadership strategy is a common component of content marketing — and for good reason. It’s true that thought leaders tend to be the most successful professionals in their fields, and thus exert the most influence over potential followers.
Ryan Hines's insight:

Interesting to see thought leadership AND the role of content tackled in the same breathe.

 

It's also good to see an innovation adoption lifecycle. It begs the question--do ideas really travel through a population in a bell curve fashion? Rogers' model intially related more to agriculture and medicine--and an overyly simplistic one-way model of communication.

 

Also, for readers following the Rodin metaphor--the Thinker was one element of a larger work entitled The Gates of Hell--which might explain why he sits in a somewhat uncomfortable position. But if it gets your thought leadership going down new, exciting paths, then just roll with it.

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Free Content Has No Value

Free Content Has No Value | Cogitation Supremacy | Scoop.it
The other day I happened to speak to a marketing director who laid out the details of the brand’s distribution of thought leadership content. Successful program. Big surprise. The firm in question has a solid...
Ryan Hines's insight:
A surprising remark 'if you don't pay for content, it's not worth anything' sparked a lively discussion. My summary: Free content should be used to begin or deepen a client relationship. When it works, both the audience and the provider gain something. good content, done correctly, provides value to the audience and accrues benefits to you in the form of better reputation/more leads. I like to think of ‘paid’ content as a call-to-arms: aim to make your content so good that people would pay money for it. To be successful, content marketers must master tools and messages. Everyone seems to agree that moving an analogue content marketing program online can boost a firm’s reputation and inbound leads. In a world filled with cookies, personal data ‘buys’ content. As a content marketer, you can create a pay scale where the audience gets ‘more’ or ‘better’ content as they divulge more data. Ultimately, free content DOES have value.
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Energize Your Thought Leadership Content With a Commitment to Quality

Energize Your Thought Leadership Content With a Commitment to Quality | Cogitation Supremacy | Scoop.it
According to recent research results from the Content Marketing Institute and MarketingProfs, B2B marketers across North America feel that producing enough content is their top challenge in ...
Ryan Hines's insight:

Content marketing professionals, and particularly those running thought leadership programs, face a two-pronged and seemingly endless challenge: produce enough high quality content for their audiences.


This article offers several ways that marketers can address the challenge.

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How Jell-O Got Influential by Being Helpful – Environics Communications

How Jell-O Got Influential by Being Helpful – Environics Communications | Cogitation Supremacy | Scoop.it

"Much of what marketers try to pass off as content is thinly-veiled advertising copy; it’s as if they begin with the best of intentions, and then just can’t help sliding into a sales pitch. (Try reading a “white paper” by some software companies and see how long it takes before the product name miraculously appears)."

 

Great examples--John Deere in the 1890s, Jell-O in the 1900's and L’Oreal today--where companies with helpful content do well in sales. Josh Cobden recaps highlights from a speech by Joe Pulizzi, CMI founder.

 

 

Photo credit: Kim Love via Flickr

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Thought leadership requires a creative content marketing strategy

Thought leadership requires a creative content marketing strategy | Cogitation Supremacy | Scoop.it

Michelin star chefs don't serve food on paper plates. Good content and good design stand out from the crowd.

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