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From the Minds of GLC
For the past four years, the Content Marketing Institute (CMI) defined content marketing as “the creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.” But, says the Institute, content marketing has matured into a formal business discipline. This year, they changed the definition to “a strategic marketing
Here’s what you know: People are exposed to digital content more than ever. About 92,000 new articles are published online every day, according to publishing analytics-software provider Chartbeat. Here’s what you think you know: As a result, print is dying. But this simply isn’t true. In reality, print remains critical when it comes to marketing
Guest author: Scott Oldham, Creative Director In the last installment, I revealed some of the thinking behind GLC’s recent redesign of The Residential Specialist, the member publication of the Council of Residential Specialists. In this sequel, I want to look at the redesign of a totally different kind of animal: Bats (the member publication of
Guest author: Scott Oldham, Creative Director The recent overhauls of The New York Times Magazine and Consumer Reports, helpfully dissected here and here, provide excellent case studies on both the need for and process of conducting a magazine redesign. All magazines need it from time to time; a magazine that fails to evolve will almost
Do lawyers hate legalzoom? Do doctors hate WebMD? Some cursory anecdotal research would suggest the answers are yes and yes (though deeper analysis reveals that lawyers and doctors really hate their clients and patients, respectively). In both cases, what the professionals seem most upset about is the one-size-fits-all mentality of the two services in question.
The Custom Content Council asked select members, including GLC’s Joe Stella, to comment on John Oliver’s take on native advertising and corporate influence in media.