What you've always wanted to know about CONTENT MARKETING-Rebecca Lieb of Altimeter Group

The Social Network Show welcomes Rebecca Lieb to the September 5, 2014 episode.

Rebecca Lieb, an industry analyst at Altimeter Group shares information about content marketing with us. She explains what is meant by the term "content marketing" and how the internet has allowed a lot more people to create a lot more content. Rebecca answers the following questions: what is aggregating versus curating content? what is content strategy? how do you find an audience for the content you create? how does an agency like Altimeter Group do market research? what is native advertising? is there any value in press releases? and how important is word of mouth marketing?

Rebecca Lieb is an analyst at Altimeter Group where she covers digital advertising and media, an area that encompasses brands, publishers, agencies, and technology vendors.

Rebecca previously launched and oversaw Econsultancy’s US operations. She was VP and editor-in-chief of The ClickZ Network for over seven years. For a portion of that time, she also ran Search Engine Watch.

Earlier, Rebecca held executive marketing and communications positions at strategic consultancies, including Siegel+Gale, and has worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann’s RTL Television. As a journalist, she’s written on media for numerous publications, including The New York Times and The Wall Street Journal. She spent five years as Variety’s Berlin-based German/Eastern European bureau chief. Until recently, Rebecca taught at New York University’s Center for Publishing, where she served on the Electronic Publishing Advisory Group.

Her book, The Truth About Search Engine Optimization, published by FT Press, instantly became a best-seller on Amazon.com. Her most recent book, Content Marketing, published in October 2011.

Based in New York City, Rebecca is a former film critic who still spends way too much time watching hyper-obscure movies — when she’s not scouring the outer boroughs for southeast Asian cuisine.

Recent Research

Content Marketing Software RFP: A Framework to Determine Needs & Solicit Proposals The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions Real-Time Marketing: The Agility to Leverage ‘Now’ Defining and Mapping the Native Advertising Landscape Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media Content: The New Marketing Equation

Webinars

The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions Real-Time Marketing: The Agility to Leverage Now Defining and Mapping the Native Advertising Landscape Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media

Frameworks

Seven Steps of Content Marketing Software Selection Content Marketing Integration Needs Content Tools Hierarchy Stack Content Marketing Use Cases & Sub-Categories Native Advertising Campaigns: Critical Elements for Success How Companies Organize for Content Marketing Converged Media Lab: Top Success Criteria Content Marketing Maturity Model

Books

The Truth About Search Engine Optimization Content Marketing

Custom Research

Why Mobile is Essential for Brand Marketers, with Facebook Co-Op Advertising: Digital’s Lost Opportunity?