Silicon Valley Watcher (Content Marketing)

2017
April
27,
2017
| 06:49 PM America/Los_Angeles
The average job tenure of the Chief Marketing Officer (CMO) continues to decline and is now less than half that of the CEO’s average of 7.2 years. It’s tough being a CMO in today’s fractured media landscape and its ephemeral social media trends — rep...
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2015
May
10,
2015
| 07:21 AM America/Los_Angeles
I pursued a job at Delphix for a simple reason. It is awesome. I rarely use that word and when I do, it is in its awe-inspiring original meaning.When I first met Jedidiah Yueh, the 40 year old CEO and founder of Delphix, more than two years ago, I wa...
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May
10,
2015
| 05:34 PM America/Los_Angeles
Just over ten years ago I jumped from one of the best jobs in my profession, Technology Correspondent at the Financial Times, into the curious world of "blogging."I had no idea what I was doing, how I would make rent or what "blogging" was, and how i...
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March
05,
2015
| 05:09 PM America/Los_Angeles
Travis Kalanick, CEO of Uber has had lots of publicity, much of it bad (above with Mike Butcher at Crunchies Awards in February 2015).Chief Executive Officers (CEOs) are coming under increasing pressure to "engage" with the media and the public as me...
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2014
October
02,
2014
| 09:39 PM America/Los_Angeles
By Andrew Barnett, partner and head of the SEO practice at digital marketing and public relations firm Elasticity. Organizational structures are notoriously rigid, often lacking the agility and flexibility to respond to changing market forces. Over t...
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August
07,
2014
| 12:46 PM America/Los_Angeles
A brand's identity is unique.Native advertising has become the poster child of content marketing as companies try to raise awareness of their brands through promotional content that looks similar to the native content of a media site.Where is their b...
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August
06,
2014
| 03:24 PM America/Los_Angeles
The New York Times has chosen the wrong path.In another demonstration that the management of the New York Times doesn't understand the importance of its readers' trust in editorial content, it has reduced the labeling on paid editorial content.The mo...
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July
29,
2014
| 01:47 PM America/Los_Angeles
Co-founders of InPowered: Peyman Nilforoush and Pirouz Nilforoush.InPowered, an online platform designed to allow brands to promote stories about their products or services across a large number of web sites, has introduced a new ranking of writers t...
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July
23,
2014
| 08:14 PM America/Los_Angeles
In one of the largest studies of people's attitudes towards native advertising, 62% said that it didn't help to enhance the reputation of news sites, but brands were seen to benefit from appearing on highly trusted media sites.The study shows that me...
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July
08,
2014
| 11:02 AM America/Los_Angeles
David Matahai, Director of Marketing Communications at Hyundai. Every company is a media company because it has to be, because the traditional media outlets no longer have the means, or pageviews to help tell the stories of companies, and thei...
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June
12,
2014
| 03:11 PM America/Los_Angeles
I'm setting off to London and Warsaw (above) and will be back in early July. Next week on June 18 I will be speaking at FutureComms14 in London, a brand new conference organized by Mynewsdesk, a Swedish media technologies startup.  It was n...
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June
05,
2014
| 05:32 PM America/Los_Angeles
There's a huge quality mismatch between content created for SEO purposes, and human edited content. With an explosion of content marketing — it is vital to understand the difference.Every company is a media company and now every company wants content...
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May
14,
2014
| 03:18 PM America/Los_Angeles
There is a fascinating account of the firing of Jill Abramson, New York Times' executive editor, reported by Ken Auletta at The New Yorker. She was the first woman in the top job replacing Bill Keller but was sacked after less than three years.Just b...
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April
23,
2014
| 12:17 PM America/Los_Angeles
I recently met with Shawn Riegsecker, the CEO and founder of Centro, a large ad network and technology company based in Chicago. It's doing extremely well but there's been shockingly little coverage of the company -- even in Chicago. Centro has been ...
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April
04,
2014
| 03:09 PM America/Los_Angeles
“Every company is a media company,” which is why there is a deluge of content marketing as companies struggle to produce media and build an audience.A new media publication typically budgets at least two years to develop a solid readership and it wil...
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March
27,
2014
| 03:04 PM America/Los_Angeles
When I first introduced the concept of every company is a media company in 2005 there were very few people that understood what this meant. Today it's an accepted fact and it's why there's a massive surge in what's called content marketing.With so fe...
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March
26,
2014
| 03:54 PM America/Los_Angeles
Nielsen this week released the results of a multi-month study on consumer brand awareness and buying decisions. The study, commissioned by San Francisco-based InPowered, found that consumers rely on online content five times more than five years ago ...
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March
19,
2014
| 04:28 PM America/Los_Angeles
The recent SF Creators Salon focused on the topic of trust and content marketing and as usual, it was a lively evening hosted at InPowered’s community space in San Francisco.I Interviewed the two  founders, the brothers Peyman Nilforoush and Pirouz N...
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March
11,
2014
| 09:05 AM America/Los_Angeles
We know that every company is a media company and therefore every company needs to create content. But trust in media content has to be earned and there is but one way: constant publishing of consistently high quality media content spread out over ti...
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March
11,
2014
| 08:56 AM America/Los_Angeles
The BBC recently asked permission to use this story as a case study for an upcoming programme, Silicon Valley Watcher's discovery of the identity of LonelyGirl15.At the end of the summer of 2006 we had the biggest story in the US: Silicon Valley Watc...
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March
06,
2014
| 06:42 PM America/Los_Angeles
InPowered will be hosting the next SF Curators Salon on March 13 with the main topic: Trust and Native Advertising. Here are the details:I will conduct three short interviews of about 20 minutes each, the main one will be with the founders of InPower...
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March
04,
2014
| 08:22 PM America/Los_Angeles
Co-founders of InPowered and NetShelter: Peyman Nilforoush and Pirouz Nilforoush.InPowered today launched a free version of its trusted content discovery and promotion services as a way of gaining new customers for its core service: the promotion of ...
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February
27,
2014
| 10:52 PM America/Los_Angeles
 Last month at  SFCreators media salon we had a great turnout and a great subject: Content marketing. I helped facilitate a panel organized by Steve Farnsworth (above, right) with  Erin Robbins O'Brien (above, left) and Jason Miller. It was a feisty,...
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February
27,
2014
| 11:19 AM America/Los_Angeles
Bob Garfield, co-host of On the Media on NPR, wrote a column in The Guardian newspaper critical of native advertising: If native advertising is so harmless, why does it rely on misleading readers?Basic publishing ethics dictate that the fake articles...
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February
14,
2014
| 04:31 PM America/Los_Angeles
The 2014 Edelman Trust Barometer, a global survey of 27,000 people in 27 countries, found that trust in government has fallen to its lowest levels, and the gap between business and government trust has never been wider, at 14 points globally, and 21 ...
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