Understanding Word of Mouth Marketing

Straight from the horse’s mouth? Sorry, we could’t resist. This video from the Word of Mouth Marketing Association (WOMMA), does a great job of demystifying word of mouth marketing. WOMMA is a non-profit organization dedicated to advancing and advocating the discipline of credible word of mouth marketing and promoting word of mouth as a solution to business challenges.

[Great Ideas Gone Wrong] Unlisted Video: Adobe Photoshop Evangelist Campaign Makes Finding “Hidden Gems” Challenging

Here at The Content Wrangler, we love social marketing techniques that engage users and create a desire for interaction with the brand. The Adobe Photoshop “hidden gems” campaign illustrates this point nicely. It’s brief, focused on learning from the customer by asking them what they think in a way that encourages their active participation, and its transparent — everyone will get to see all the entries and judge for themselves the value of the ideas submitted. Adobe offers recognition and real-world rewards for the winner. It’s a win-win for all …

[Webinar] The Trifecta of Findability: Content Marketing, Socially-Enabled Content, and Search-Ready Writing

If your customers can’t find it, they can’t buy it, use it, or recommend it to others. Seems like common sense, right. Then why is content so difficult to find when we need it? There are a variety of reasons, of course, some easier to overcome than others. In this one-hour web discussion, Friday, December 9, 2011, Scott Abel, The Content Wrangler, will explore the “trifecta of findability” — content marketing, socially-enabled content, and search-ready writing — with a panel of experts. The Wrangler will help you understand how each …

[Webinar] Kristina Halvorson: Don’t Overlook Governance! Understanding The Need For Control In A Web Content Strategy

Friday, August 19, 2011 10:00 AM – 11:00 AM PDT — Register today! In an agile world, the need for speed is critical, especially in highly competitive markets. The web allows us to publish information quickly — in near real-time, from an increasing array of mobile devices — and to make changes to our content on demand. While streamlining content production processes and being able to react quickly to threats from the competition is a good thing, the lack of control — or more specifically, governance — is troublesome. Far …

The Best Minds In The Business Join The Content Wrangler For Content Strategy Day at tcworld 2011

by Scott Abel, The Content Wrangler There’s been a lot of talk about content strategy, but few people truly understand what a content strategy is and what’s involved in creating one. That’s because content strategy is a relatively new discipline and its practitioners don’t all use a universal set of practices. Nor do they follow the same standards or collect the same metrics. They don’t share a common vocabulary. They come from a wide variety of backgrounds, each with a different focus. The end result is confusion. That’s why The …

Where Old School Marketing Campaigns Fail, Variable Data Cross-Media Marketing Shines

by Scott Abel, The Content Wrangler It’s a fact. Most corporate marketing dollars are wasted on outdated approaches that yield astoundingly unimpressive results. Today’s marketers are spending buckets of money producing old school campaigns distributed via new school delivery channels. Newsletters now arrive via email. Special offers via Facebook. Twitter has become the new fax machine. These ‘spray-and-pray’ approaches to marketing are not impressive. Let’s look at the math. In many industries a 2-3% response to a traditional direct marketing campaign is viewed as a success. This means that 98% …

You Are Never Too Small For Big Marketing

At ifridge many of my clients would be classified as the smaller to mid-sized companies who are quickly growing in their respective markets. This type of environment for a marketer while often chaotic is also very inspiring. The teams are full of energy, new ideas are introduced often, and everyone does what it takes to get the job done. What we also see quite often is that these types of companies are used to moving quickly with little resources and they think that is just the way it needs to …

Here Comes Socially-Enabled Everything – Scott Abel, The Content Wrangler @ Web Content 2010 Chicago

Your Color Almost, But Different: Why Localizing Content Without Personalizing It Is A Bad Idea

Localization is a hot topic among software manufacturers who make tools that they claim can help you provide your customers with relevant, laser-targeted content. More than ever, it seems, these firms are hyper-busy trying to get your attention. From webinars to white papers, from free trial software to conference presentations, from text messages to Twitter tweets, localization software vendors are vying for your attention in hopes you’ll finally make the move to localized content. Localization software and services vendors usually hail from the translation industry. Some claim to have created …

Ending The Twitter Mystery: What People Think About Twitter—And How They Use It

By Scott Abel, The Content Wrangler and The Content Wrangler Community