Tag Archives: brands

Content Strategy Drives Success for AutoTrader.com

Written by Ruben Sanchez | April 16, 2013

Content strategy is central to the success of AutoTrader.com, but it wasn’t always that way. Recently, Scott Markle from AutoTrader.com joined Skyword in a candid discussion about the genesis of their strategy, which in three years has delivered large-scale success and ROI. Invest in Content, Not Overhead AutoTrader’s content marketing program started in 2009 as a bootstrapped experiment that published 54 original articles. In 2012, they published 1,913 pieces of content. And in 2013, they are publishing about eight pieces Read more

Build a following: How to Win Followers and Socially Influence People

Written by Juliana Casale | March 04, 2013

It’s 2013. We all get it: Whether personal or corporate, successfully building a brand hinges heavily on social media participation. But new channels pop up every day to replace the ones we haven’t quite mastered; LinkedIn, Facebook, Twitter, Pinterest, Instagram, and Google+ are just the tip of the iceberg. How do you gain customer attention amid competing advice from the experts and competition from your peers? Build a following. I found some answers at “Building a Following,” the first Boston Read more

SkySearch: A Closer Look at Online Writing Opportunities

Written by Juliana Casale | October 24, 2012

It took me approximately three weeks and four test runs to come up with a standard elevator pitch for The Skyword Platform that I could rattle off if asked what we do at a networking event. Here’s what I would tell you while juggling my drink, business cards, and plate of assorted appetizers: “Say you’re a company that sells products on a website. Your customers come to you to make purchases, but they leave as soon as the transaction is Read more

Marketing on Twitter: Bring Out Your Inner Rock Star!

Written by Liz Goodwin | October 23, 2012

Do you want to make the most of Twitter, but just don’t have the time to attend a conference, read a how-to book, or listen in on a webinar? Never fear. By following the examples and advice of popular rock stars, you’ll learn best practices for marketing on Twitter. Top-followed users such as Lady Gaga, Justin Bieber, and Rihanna know how to make the most of the microblog—they constantly share updates and content, and engage with other users. You can Read more

Brands as Publishers? How to Tie the Two Together

Written by Caleb Gonsalves | October 10, 2012

As a Generation Y-er (or what some so unaffectionately call a Millennial), I get my information from two sources: my friends and the Internet. Search, in particular, has surpassed all other sources of information for consumers today, including print, television, and radio. So for me, it comes as no surprise that my fellow Y-ers have begun to view brands as publishers. DVRs, smartphones, and newsfeeds make it really easy to avoid traditional marketing messages; however, if a brand supplies me Read more


7 Sins of Content Marketing: How to Avoid Common Mistakes

Written by Liz Goodwin | August 14, 2012

Whether you’re running a website for your business or your own personal blog, content creation involves careful planning. To strike into this terrain without putting in time and research is against a marketer’s code of conduct. Don’t put your brand or business in jeopardy or lose out on an opportunity by making mistakes with your content marketing strategy. Learn what problems to watch out for and how to avoid them. In the end, your audience will praise rather than condemn Read more

Why Content Strategy Matters: Tips From Content Marketing Expert Nate Riggs

Written by Adam Vavrek | August 08, 2012

For the past decade, Nate Riggs has helped companies produce content for the web for midsized and large businesses. Currently, he is the Director of Social Business & Content Marketing at The Karcher Group. He speaks at conferences on social business- and technology-related topics and regularly contributes content to his blog nateriggs.com as well as to the Content Marketing Institute. I had a chance to ask Nate some questions regarding the importance of developing and maintaining a content marketing strategy. Read more

How to Create a Content Marketing Strategy Like Zappos’s

Written by Liz Goodwin | July 25, 2012

Zappos, the largest online shoe retailer, is often thought of as the king of customer service. The reputation it built with its customers plays a significant role in the company’s rapid growth. Its website states, “We’ve aligned the entire organization around one mission: to provide the best customer service possible.” Always focused on the customer, it’s no surprise that Zappos doesn’t just excel at customer service—the company has an exemplary content marketing strategy. How does Zappos do it? While its Read more

The New Content Marketing (Hold the Cookies and Milk)

Written by Tom Gerace | July 20, 2012

For years, content strategists have defined content marketing as “corporate storytelling.” To be sure, storytelling is a powerful way to connect with people once you have their attention. I recently shared a story about my dishwasher misadventure, for example, to explain how retailers and brands might connect with customers through informational content. That definition is far too limited in a wired world. In our wired world, search and social have become the primary method of information discovery. Search connects people Read more

5 Different Social Media Tips

Written by Steve Armenti | July 17, 2012

Every marketer these days is buzzing about the new opportunities that exist online and trying to figure out where to find the newest and most insightful social media tips. While Twitter tips can generate noticeable ROI, organic social media content distribution across networks helps brands come off as genuine to their audiences. Try searching the Internet and you’ll be inundated with articles upon articles written by so-called social media gurus, ninjas, or wizards who claim they’ve got the answer to Read more