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THE TENDO VIEW

CONTENT MARKETING INSIGHTS & ANALYSIS

The Key to Success for Wearable Content

Posted by Benjamin Tomkins

April 17, 2015

The much-anticipated Apple Watch has arrived at last, and though early reviews have been mixed, many publishers have been eagerly trumpeting plans to produce content specifically for the wearable. The New York Times announced plans for one-sentence stories and The Guardian announced its own watch-sized offering called "Moments." These are but two of the publishers rushing to adapt content for the latest Apple form factor, a move that looks like 2010 all over again. Yet in merely re-sizing content for the watch face, content providers risk missing a huge opportunity.

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Topics: Interactive Media, Content Creation

Back to the future: New ideas invigorate older content formats

Posted by Paul Way

December 10, 2014

My name is Paul, and I’m addicted to the Investigation Discovery cable channel.

“ID”—for those not in the know—is Discovery Communications’ 24/7 collection of original and curated true-crime mysteries. Recently, my ID addiction led to the discovery of “Serial,” a new true-crime show that investigates a 15-year-old murder case. The show isn’t on TV. In fact, it’s not on radio or YouTube, either. It’s actually in a trendy digital format that’s risen in popularity by 25 percent from 2013-2014, according to Edison Research.

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Topics: Content Marketing, Demand Generation, Interactive Media, Content Tools, Video, virtual events, podcasts

How long should a Web video be? It depends

Posted by Bill Golden

April 23, 2014

If you’ve ever made a video for the Web, you’ll know that determining an exact length can be tricky. In fact, it’s often a subject of debate. Many people will point to Web audiences’ shrinking attention spans and say it should never exceed 2 minutes. While others will argue that for some topics, 2 minutes barely allows you to scratch the surface. The reality is, neither camp is wrong.

When it comes to Web video, there is no hard and fast rule on length. It depends on a variety of factors, most importantly having a good idea and executing it well. That said, we’ve produced many videos and have developed a few general rules and best practices around length. As my colleague Siobhan Nash likes to say, make sure it’s “long enough to sufficiently cover your subject, but short enough to keep it interesting.” This is sound advice for any type of media, especially video.  

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Topics: Interactive Media, Video

4 steps to creating a killer webinar

Posted by Linda Leung

March 20, 2014

 

If you’re like me, you usually delete promotional emails without reading beyond the subject line. The exception to that are emails promoting webinars. If I receive an email for a webinar related to a current challenge I’m facing, I’ll register on the spot.

Webinars continue to play an important role in content marketing strategies. Sixty-two percent of marketers polled for a joint Content Marketing Institute and Marketing Profs report use webinars as part of their content marketing mix, and 63 percent rated webinars as an effective content marketing tactic. Interestingly, in-person events were rated by more marketers (70 percent) as an effective tactic.

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Topics: Interactive Media, Content Strategy

5 keys to success: Your how-to webinar guide

Posted by Heather Mackey

May 3, 2013

According to a recent survey, B2B marketers rate webcasts and webinars among their top three most effective tactics for finding new customers and nurturing leads—ahead of blogs, videos, and enewsletters.

Although webinars may be a trusted marketing tactic, they mark a hefty time commitment—of your own resources and your audience’s time. So it’s important to get them right. I’ve recently been involved in producing a series of webcasts aimed at CIOs and other high-level IT decision makers, so I’ve had a firsthand look at common webcast challenges and opportunities. Below are five qualities of a successful webcast:

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Topics: Content Marketing, Demand Generation, Interactive Media, Content Strategy

4 content marketing insights from SXSW Interactive

Posted by Selena Welz

March 18, 2013

Just about everything I’d heard about South by Southwest Interactive (SXSWi) turned out to be true: the five-day festival is crowded, overwhelming, exhausting, and inspiring. If you’ve always wanted to go but couldn’t justify the commitment, I say do it. Between the innovation on display and the energizing conversations with fellow attendees, it’s well worth the chaos.

The scope of the event is comprehensive, covering everything from digital tools to the lifecycle of an Internet meme. So I tried to take it all in with a content marketing filter, both to keep my experience relevant and my sanity intact. Following are my four key insights and takeaways.

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Topics: Social Media, Content Marketing, Interactive Media

Why you need to rethink the talking-head Web video

Posted by Bill Golden

March 4, 2013

When you or someone on your team suggests a marketing video, is “talking head” the format that comes to mind? If you’re nodding “yes,” that makes sense. The talking-head video is one of the most common Web formats, plus, it’s what marketers are most familiar with. But by and large, they’re not as effective as they could be. The talking head needs a refresh and I have some ideas for how to do it.

To be clear, there is nothing inherently wrong with a video of a person speaking on camera. I’m a huge proponent of telling stories through video. Surely there are dozens of articulate speakers within your organization that have interesting stories and insights to share, but there’s a better way to get your message across.

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Topics: Interactive Media, Content Strategy, Video

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