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The rise of Smart Content Marketing

smart content marketingContent marketing is changing from an art to a science. That’s what I talked about at an event a few days ago.

The event is called Trends Night, and is organized by STIMA, the largest independent marketing industry organization in Belgium.

The event featured a couple of excellent speakers like Bart De Waele (@netlash), Hakim Zemni (Insites Consulting, @hakimzemni), and Norm Johnston (Mindshare, @ntjohnston).

Admittedly, no big international names, but what they said was pretty interesting. You can find their presentations on Slideshare:

And I spoke about:

Content marketing is becoming smart content marketing. And in general, marketing is transforming from an art to a science, or something in the middle if you will. 

Here’s why… Read more »


Should you invest in Native Advertising as Marketer ?

native advertisingI’m looking at it and I just don’t quite get it. Banner ads don’t work, and yet marketers still keep investing in it. According to a recent article in Smart Insight click-through rates remain impressively low with “banner blindness” as a key reason for ignoring ads.

One day, someone needs to explain me why a marketer doesn’t get fired by the CEO for spending thousands of ad euros and reporting a conversion of 0.2%. But let’s keep that discussion for another time.

Native advertising. They are the latest addition to digital advertising land. Named as the “disruptive” technology that will change the advertising business model. It is considered the fresh air that the beleaguered publishers need.

They seem to be more efficient, according to recent research from IPG Media and Sharethrough:

  • Consumers looked at native ads 52% more frequently than banner ads.
  • Native advertisements registered 9% higher lift for brand affinity and 18% higher lift for purchase intent responses.
  • Consumers looked at native ads more than the original editorial content.

Some feel as native advertising is the same as advertorials or article marketing.

It’s not. 

OK. So what is native advertising? And do you need to use it your marketing mix? Read more »