Category Archive for: Content Marketing

What is Marketing Technology?

Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In short: Marketing met IT and marketing technology is their offspring. Let’s examine the corporate strategic landscape to understand what marketing technology is. In the chart…

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Content Marketers: Stop Doing 70% of What You’re Doing

I know, I know. Heresy. You’re all about CONTENT MARKETING, right? You’re a master at INBOUND MARKETING, eh? That’s awesome. I am a whole-hearted believer in what you’re doing. I just wish you’d do a lot less of it. The increasing Content Shock that we all felt (but didn’t have a name for, until Mark…

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Twitter’s New Algorithm

Twitter announced on February 10, 2016 that it would be rolling out a new feature which prioritizes “the best tweets from people you know.” News of this announcement spread (okay—exploded) across the internet with widely varying interpretations like a game of social media telephone. If you’re feeling overwhelmed, take a deep breath. We’ll get through…

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How DOES Mobile Change The Brandscape?

Today, with over 2 billion smartphones in use, the ways in which consumers experience brands is fundamentally different. This is no fad – it is projected that by 2020, 80% of adults on Earth will have a smart phone. The way we think of the “internet” as a place for brands must fundamentally change to…

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Key Marketing Lessons for PR Pros

In the spring of 2015, SHIFT launched its cutting-edge Marketing Technology Immersion (MTI) program to help the agency develop a better understanding of SHIFT’s data-driven approach to communications and client services. The program offers SHIFTers the opportunity to participate in an educational course that allows traditional PR pros like myself the chance to dip our…

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Don’t Be Outdated: Why It’s Important to Refresh Your Models

It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? It means we evaluate our situation honestly, using the most unbiased tools at our disposal. This often means using data about our current market or audience to create a model. A model is simply a substitute…

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Why Your Brand Should Be on Tumblr

You’ve heard of Twitter’s little blue bird, but what about Tumblr’s little white T? Tumblr is an emerging content platform that’s a blog/social media hybrid. You can post text, photos, quotes, links, music and videos – like many other social platforms. What separates Tumblr from the rest of the pack, and why should your brand…

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SHIFT Archives: The Best of Q4 2015

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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SHIFT Archives: The Best of Q3 2015

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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Should Your Brand Be On Vine?

Vine is like the Twitter of YouTube. Both have restrictions on what used to be long-form mediums – in Twitter’s case, it’s character limit; in Vine’s case, it’s the number of seconds your video is allowed to be (it’s six, by the way). You may be wondering what these little video snippets can do for…

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