DOCSLIB.ORG

Content Marketing Questions and Answers

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Content Marketing Questions and Answers 10 Essential Content Marketing Q&As A free ebook for B2B marketers & strategic communicators. In which I answer the 10 most frequently asked content marketing questions from my clients and prospects over the past 12 months - in a handy .pdf format. STEVESEAGER.COM Strategic communication consultant: smarter business & communication strategy, positioning, content marketing, editorial-based strategy & storylining. Storylining? The step that comes before story-telling. It ties all your messaging together, strategically - for more synergy & impact. I work with clients & agencies, across sectors. Ofttimes writer, musician & film buff Is content marketing great content in the next few builds credibility and reputation finally coming of age? years. by adding real value. Typically this Bear in mind that once you’ve is the stuff you publish in your published, the longer your content blog. Nielsen stats show that I think so. Over the past six is around, the more natural links it content marketing drives three months I’ve noticed a definite will gather - which is great in times the sales of digital upswing in the quality of Google’s eyes. And remember advertising. So lead generation questions. We’ve sure moved on Google Penguin and Panda sure happens here. from: “What is content marketing, updates are there for two reasons: iii. ‘Features and Benefits’ anyway?” 1. To penalise those producing collateral is the stuff that most Down below I’ve answered the rubbish, spammy or overly SEO’d marketers know best. It’s designed 10 most frequently asked content 2. To reward those who specifically for sales oriented call- questions I encountered in client produce original, shareable, to-actions. This type of content and prospect conversations and valuable content. articulates your value proposition: trainings last year. They are, I Price, Quality, Service/Support believe, the questions that every and Delivery. This is the stuff that social marketer and 2. What is the role of typically sits in your main website. communicator should be able to content in lead Lead generation also happens answer in 2013. generation? here. In my client experience conversion on this content is 1. What is the shelf-life of Not all types of content dropping year-on-year. But you great content? directly generate leads. But every know best. type of content plays an important role throughout the funnel. Tricky question. Assuming you To sum up: ‘Promotional’ The split in types of content don’t change industry, or radically content grabs eyeballs and pulls adjust business strategy, great I’m about to propose might seem a them into your content loop. bit odd, but remember, the old content could last years. ‘Trust’-based content fills the funnel is dead. People buy at all Great content shows you truly funnel over time, drives people stages of the funnel. understand the challenges your through their decision-making/ prospects/customers are going purchase cycle and also generates Here’s that split: through, and offers valuable more sales than ‘Promotional’ insight into how to meet those i. ‘Promotional’ content is content. And ‘Features and challenges. traditionally used to build Benefits’ content? Well, it does As long as your content awareness. However, display ad what it does. But it’s no longer marketing is oriented around click through rates are pretty enough alone, that’s for sure. valuable content, and doesn’t just abysmal these days. Many argue pump out 100% traditional that that goes for pretty much all 3. How should I decide on ‘features and benefits’ content forms of digital advertising. So formats? (which does often have a shorter lead generation? Not so much. shelf-life), your content will You probably know from your own Here’s the Gospel: Thou Shalt remain valuable to you for a long ROI, right? Always Separate Messaging time to come. ii. ‘Trust’-based content Development from any Talk of One of the best current (content marketing collateral) Formats. examples of this is the American actively drives people through Never start by thinking ‘I’m Express Open Forum - ‘Powering their decision-making or purchase going to create a .pdf for Scribd’ or small business success.’ It’s great cycle. It shows people you a ‘video for youtube’. content now. And it will still be understand their business. It SHARE THIS EBOOK! Instead, think about your goal. best communications people you Your audience. What you need to can. say to reach your goal? Develop If we’re talking about inbound your core messaging first. marketing - publishing valuable Then, think about: and relevant content - then outsourcing to an agency is not i. Your content hub. likely to help. I.e: your website or blog. This In this scenario, the people is the ‘home-base’ of all your who make content unique are the content. Think about what you people within your organisation: need to say. Consider the length and complexity of what you are Sales have unique client and trying to communicate. Will a blog prospect knowledge and insights Three post be best, or a whitepaper? Will on why people buy, and what visuals help? Audio? What format really floats their boat. Essential works best to tell your story? Your line managers have unique knowledge and experience Reads ii. Your current or desired of your business, market, trends reach in other channels. and movements. Facebook, Pinterest, YouTube, Your support departments Scribd, Slideshare or LinkedIn all have unique insights into your have formats for those specific product and service quality - the channels. Where do you have the problems people face, and how best reach? Focus there first. they are solved. Presentation: The Basics Adapt your messaging to the As a content marketer it’s your Of Social Media ROI, channel. And repurpose your role to surface and shape this Olivier Blanchard content for eNewsletters, email - knowledge and experience and and even face-to-face events. translate it into great content. Wherever you publish, be sure to More accurately; communication. link back to your content hub. 5. What’s the difference To sum up, formats should be between traditional decided upon based upon their ability to reach the people you marketing content and Free Chapter: THE need to reach - with messaging content marketing Content Strategy book, adjusted appropriately for the content? Halverson/Rach format for best impact. Great question. And one that 4. How do I make my comes up almost all the time. The content unique? main difference is in the value to prospects or customers. If we’re talking about You could argue that your traditional features and benefits product sheets are valuable to marketing content then the most your customers. But only if they Free pdf: The Anatomy of likely answer is that creativity, are ready to buy, right? If they’re Great Content, Steve Seager design and great copywriting will not, what content is valuable help. For that you need to hire the then? That’s what you need to ask. SHARE THIS EBOOK! Content marketing content ii. Change support of these people, you can is not focused just on selling to The biggest cost is in switching develop content that is much more mass audiences in the traditional your operation around from valuable than your standard sense. Content marketing content: traditional marketing to content marketing collateral. marketing. The actual costs i. Targets specific personas depend on the size of your 7. Is there any proof that within the prospect organisation organisation. content marketing works? ii. Is tailored to the stage If you are a small business, of your target’s purchase/ Toprank have some useful advice. Yes. Yes for big brands like decision-making cycle If you are a bigger business, the GE or Kraft, growing tech iii. Is optimised for search folks at SEOMOZ have a useful companies, B2C. You name it, engines to a keyword strategy framework on how to build and there’s a case study. Google it! iv. Is atomisable across operate a content marketing many channels, with messaging machine. 8. What content marketing adapted appropriately for the Regardless of this, I have two themes can I become best format. recommendations that work for all known for? sizes of marketing departments: And there’s more. But if The first person you should Everything starts with a clear you first consider these four bring on board is a business goal or objective targeted elements, you should start making communications - not a marketing on a specific group of people. Look step-improvements towards great based - leader for your team. for the intersection between: content marketing. Why? Communicators are trained in tailoring messaging for - The specific themes (topics) 6. How much does content personas and smaller target that will help you reach your marketing cost? groups - perfect for social. They’re business goals used to interviewing and - What your audience really That’s a bit like asking how unlocking knowledge from your values (based on data) - What you are competitive on long is a piece of string. There’s no organisation. They know content and how to manage it. They’re (from keyword analysis) easy answer. But think in two broad chunks: used to thinking like a media outlet - which is at the heart of There’s two main steps: i. Cash content marketing. They can help Data analysis: break all your You know what your current you resurrect your marketing communications to a more social data down (CRM, site/traffic, marketing costs are, right? Ok. online competitive analysis) to HubSpot tell us that content model. look for repeating topics in the marketing’s cost per lead drops The second thing you need to 80% after the first five months. do is secure the cooperation of subject matter.
Load more

Recommended publications
  • Understanding the Value of Arts & Culture | the AHRC Cultural Value
    Understanding the value of arts & culture The AHRC Cultural Value Project Geoffrey Crossick & Patrycja Kaszynska 2 Understanding the value of arts & culture The AHRC Cultural Value Project Geoffrey Crossick & Patrycja Kaszynska THE AHRC CULTURAL VALUE PROJECT CONTENTS Foreword 3 4. The engaged citizen: civic agency 58 & civic engagement Executive summary 6 Preconditions for political engagement 59 Civic space and civic engagement: three case studies 61 Part 1 Introduction Creative challenge: cultural industries, digging 63 and climate change 1. Rethinking the terms of the cultural 12 Culture, conflict and post-conflict: 66 value debate a double-edged sword? The Cultural Value Project 12 Culture and art: a brief intellectual history 14 5. Communities, Regeneration and Space 71 Cultural policy and the many lives of cultural value 16 Place, identity and public art 71 Beyond dichotomies: the view from 19 Urban regeneration 74 Cultural Value Project awards Creative places, creative quarters 77 Prioritising experience and methodological diversity 21 Community arts 81 Coda: arts, culture and rural communities 83 2. Cross-cutting themes 25 Modes of cultural engagement 25 6. Economy: impact, innovation and ecology 86 Arts and culture in an unequal society 29 The economic benefits of what? 87 Digital transformations 34 Ways of counting 89 Wellbeing and capabilities 37 Agglomeration and attractiveness 91 The innovation economy 92 Part 2 Components of Cultural Value Ecologies of culture 95 3. The reflective individual 42 7. Health, ageing and wellbeing 100 Cultural engagement and the self 43 Therapeutic, clinical and environmental 101 Case study: arts, culture and the criminal 47 interventions justice system Community-based arts and health 104 Cultural engagement and the other 49 Longer-term health benefits and subjective 106 Case study: professional and informal carers 51 wellbeing Culture and international influence 54 Ageing and dementia 108 Two cultures? 110 8.
    [Show full text]
  • On-Page SEO Strategy Guide How to Optimise and Improve Your Content’S Ranking Table of Contents
    On-Page SEO Strategy Guide How To Optimise And Improve Your Content’s Ranking Table of Contents 01 / Introduction ............................................................................................................ 3 02 / History of SEO ........................................................................................................ 4 03 / How To Get Started With On-Page SEO .............................................................. 7 04 / Topic Clusters Site Architecture ............................................................................ 15 05 / Analyse Results ....................................................................................................... 22 06 / Conclusion .............................................................................................................. 23 ON-PAGE SEO STRATEGY GUIDE 2 01 / Introduction The last few years have been especially exciting in the SEO industry with a series of algorithm updates and search engine optimisation developments escalating in increased pace. Keeping up with all of these changes can be difficult, but proving return on investment can be even harder. The world of SEO is changing. This ebook provides you with a brief history of the SEO landscape, introduces strategies for on- and off-page SEO, and shares reporting tactics that will allow you to track your efforts and identify their return. ON-PAGE SEO STRATEGY GUIDE 3 02 / History of SEO Search engines are constantly improving the search experience and therefore SEO is in a nonstop transformation.
    [Show full text]
  • Coursera Machine Learning Andrew Ng Assignment Solution
    Coursera Machine Learning Andrew Ng Assignment Solution Compartmentalized Rey nichers something, he blackbirds his pigmentation very depreciatingly. Todd sibilated acquiescingly if one Duncan interveins or reticulating. Hamel deplane viperously? But you will walk you can ask doubts of them mere hours per week that machine coursera learning andrew solution assignment solutions of certain exercises according In contrast, we can use variants of gradient descent and other optimization methods to scale to data sets of unlimited size, so for machine learning problems this approach is more practical. In my case the support was fantastic! Machine Learning Coursera second week assignment solution. Big Data Specialization from University of California San Diego is an introductory learning path for the Big Data world. Not be able to see solutions for the weekly assignments throughout the course we have to go through quiz. One of the most highly sought after skills in tech see solutions all. Google searches to figure out some of the individual things that you need to do. Recommend only one course of machine learning problem in order to apply the appropriate set of. Notes, programming assignments and quizzes from all courses within the Coursera Deep Learning specialization offered by deeplearning. What does the chemist obtains the coursera machine learning andrew ng assignment solution assignment is my knowledge within those languages? Will need to use Octave or MATLAB is just only one problem of the code for imports data! If you are caught cheating, your Coursera account will be deactivated and certificates voided. The classifier is likely to now have higher precision.
    [Show full text]
  • Anno Vii N. 23
    ANNO VII N. 23 PERIODICO DELLA FAITA FEDERCAMPING IN TOSCANA L’OPEN AIR «È UNA GARANZIA PER I TERRITORI» STAGIONE 2013, TURISMO IN CALO MA L’OPEN AIR TIENE SIPAC, IL SALONE UFFICIALE DELLA FAITA AD ASSISI LA Poste Italiane SPA - Sped. Abb. Postale DL 353/2003 (conv. INL. 27/02/2004, nª 46) ART.1 comma 1 DCB ROMA • comma 1 DCB ROMA ART.1 Aprile - Giugno 2013 INL. 27/02/2004, nª 46) 353/2003 (conv. Abb. Postale DL - Sped. Poste Italiane SPA BORSA DEL TURISMO DEI SITI UNESCO CAMPING MANAGEMENT :EDITORIALE Maurizio Vianello ono in circolazione dallo scorso mese, numerose buono. Invece per le imprese e per gli operatori, per ANNO VII N. 23 indagini e studi di previsione sull’andamento del- gli addetti ed i dipendenti qualcosa di buono bisogne- Sla prossima stagione turistica. I dati, com’era pre- rà pure che lo si immagini, ed anche piuttosto in fret- vedibile ed ampiamente atteso, non sono confortanti. ta. Perchè il turismo è uno di quei settori dove le im- Quel che preoccupa maggiormente è la contrazione prenditorialità nascono e si formano lentamente, ci del mercato interno: gli italiani che andranno in va- vogliono una o due generazioni per fare la fortuna di canza saranno sempre meno ed i loro soggiorni saran- una località o di un comprensorio, ma muoiono in no più brevi. Non che si possa sperare di meglio nel fretta e agonizzando compromettono il futuro in ma- sesto anno della crisi economica, ma almeno si può niera più che proporzionale. guardare all’incoming con un briciolo di ottimismo, al- Non voglio apparire cinico ma un turn over rapido è meno per ora.
    [Show full text]
  • Programma Deepseo
    60 ore di corso e più di 200 lezioni ad oggi Contributi di SEO Italiani e Internazionali CORSO SEO ONLINE Corso sempre aggiornato! UN PERCORSO Gruppo di SEO SEMPRE discussione privato + AGGIORNATO! Laboratorio SEO IL CORSO SEO ADATTO A TUTTI! Ho ideato questo percorso dopo anni di riflessione e con il contributo dei migliori SEO Italiani e Internazionali! Prova i migliori Tool SEO gratis! Ti spiegherò i metodi e le tecniche che utilizzo ogni giorno nei progetti SEO miei e dei miei clienti e il tutto sarà arricchito da casi studio, aggiornamenti e contributi inediti! Qui trovi il video in cui ti spiego il programma del corso DEEPSEO Ti aspetto all’interno di #DEEPSEO www.deepseo.it Marco Info: [email protected] Il corso SEO per imparare un metodo da applicare a qualsiasi progetto online! Utile sia per chi inizia da 0 e vuole gestire in autonomia i suoi IL PRIMO PERCORSO progetti sia per professionisti SEO con tante lezioni ONLINE avanzate! AGGIORNATO I CONTRIBUTI DEI MIGLIORI SEO SEO DA TUTTO IL MONDO HANNO CONTRIBUITO PER RENDERE IL CORSO UNICO E INIMITABILE! Ecco alcuni dei contributi SEO che potrai vedere – IN LINGUA ITALIANA! • Agrawal Harsh: Come ho creato un blog da un milione di dollari! • Kyle Roof: SEO: come scalare le SERP grazie a un test di laboratorio! • Marco Maltraversi: Da 0 a 38.000 visite al mese con un nuovo sito • Alessandro Notarbartolo: Tabbid: un mio sogno diventato realtà. • Daine Gareth : Come creare un business da 100K al mese con l’Affiliate Marketing • Craig Campbell: 10k al mese con SEO e affiliazioni: ecco come ho fatto step by step • Isan Hydi: Google news tutto quello che devi sapere • Daniele Solinas : Local SEO una guida passo a passo per scoprire questo mondo.
    [Show full text]
  • Google's Major Algorithm Updates and How
    GOOGLE’S MAJOR ALGORITHM UPDATES AND HOW THEY AFFECT WEBSITE'S SEARCH PRIORITY Posted on May 26, 2016 by Andrew Teh Category: Online Marketing Tags: google, google algorithm, google updates, search engine optimization As a company that revolutionizes internet search mechanism by introducing the most sophisticated way of searching with its PageRank system, Google regards its search engine as its most essential asset. Updates to its search result ranking algorithm are periodically introduced, implemented and revised to make sure that its search engine ranks websites fair and square. Most of these updates are minor, but there are some major updates that significantly change the search engine’s behavior. The first major update is called Panda, which Google first introduced in 2011. About a year later, Google introduced Penguin, which further enhanced the search engine’s ingenuity in rewarding quality websites and punishing spammy websites with manipulative link profiles. The next major updates that follows, including Hummingbird, Pigeon and RankBrain, make Google even more context-friendly and more capable to provide users with more relevant search results. Google also released a special update called Mobilegeddon, which allows its search engine to give priority to mobile-friendly websites when users use their mobile devices for searching. For website owners, knowing the features introduced by new updates and their impact to their websites is crucial. Here you will learn about what you need to know about each of those major updates so that you and your websites can get prepared to deal with them. Panda Introduced on: Feb 24, 2011. Revision: Monthly. Purpose: Lower the rank of websites with poor content quality.
    [Show full text]
  • Author Hub Google Hangout Tips for Engaging with Readers and Making Yourself More Discoverable Author Hub Google Hangout 2/19
    Author Hub Google Hangout Tips for engaging with readers and making yourself more discoverable Author Hub Google Hangout 2/19 Panellists Amy Watson: Brand Development and Market Analysis Marketing Executive at Cambridge University Press Andrew Martin: Senior Inbound Marketing Executive at Cambridge University Press Sue Keogh: founder of Sookio – a Cambridge-based business offering copy writing, web content and social media services to clients. Sue also runs regular workshops for writing for the web and social media and sharing practical tips on engaging audiences. For more information, please visit: www.sookio.com Ashley Hewitt: Account Manager for Zazzle Media – a creative digital marketing agency that offers a variety of services including content strategy, digital PR, search engine optimisation (SEO) and data insight to help drive audience growth. For more information, please visit: www.zazzlemedia.co.uk Author Hub Google Hangout 3/19 Questions Covered in this Session: Q1. Why should I use social media as an author, and how does it allow me to engage with readers? Watch the video Q2. I don’t feel comfortable using social media as a way of selling my book so how else can I use it as a way to market myself and my work? Watch the video Q3. What are the differences between the main online tools authors can use to engage with readers, both in terms of audiences and control over content? Watch the video Q4. What advice can you give me in terms of adding content to my website and keeping it updated to engage readers? Watch the video Q5.
    [Show full text]
  • COMMUNICATOR the Journal of Indian Institute of Mass Communication Volume LIII, Number-4, October-December, 2018 ISSN: 0588-8093 Message from Editor-In-Chief
    COMMUNICATOR The Journal of Indian Institute of Mass Communication Volume LIII, Number-4, October-December, 2018 ISSN: 0588-8093 Message From Editor-in-Chief At the outset, I wish to express my gratitude to all the academicians and scholars who participated and presented papers at the National Seminar on “The State of Indian Language Journalism and Training” organised by IIMC with support from Indian Council of Social Sciences and Research (ICSSR) on October, 29 and 30, 2018 at IIMC Campus. K. G. Suresh The conference was organised to Editor-in-Chief commemorate the silver jubilee of Director General, IIMC our Eastern Regional Campus at Dhenkanal, Odisha from where we started our first language journalism programme in Odia. In the last three years, we have given a major push to language journalism launching a Malayalam Journalism programme at our Kottayam, Kerala campus and Marathi Journalism programme at Amravati, Maharashtra campus. This apart, we have upgraded the Certificate programme in Urdu Journalism to a full fledged Diploma programme. We have even started a three months Advanced Certificate Programme in Sanskrit Journalism in collaboration with the Shri Lal Bahadur Shastri Rashtriya Sanskrit Vidyapeeth besides setting up the Department of Indian Language Journalism. Future plans include starting Hindi and Urdu Journalism programmes from our Jammu campus and Bangla from our Odisha campus. Apart from the papers presented at the conference, many eminent academicians have also contributed to this volume. I am confident that this special issue on the state of Indian language journalism and training would be a collector’s issue for both students and scholars as also media persons across the country and would help them in better understanding of the issues at stake and take requisite steps to improve the quality and standard of both language journalism and training at a time when language journalism is growing by leaps and bounds.
    [Show full text]
  • 2013 State of Media
    UNDERSTANDING GROWTH TARGETING THE NEW MOBILE AUDIOAND FRAGMENTATION 26 CONSUMER82 STATE OF MEDIA 2013 ANALYTICS DEATH OF BIG DATA, RISE OF SMART DATA 68 ESPN: End of an Empire? 34 02 VIDEO EVERYWHERE FACT, FICTION & FUTURE Letter from the President For me, working in the discussions that will continue this industry has to drive growth and progress. always been an exciting adventure. Offline and online are cohabitating It still is to this now more than ever to earn day. Nevertheless, viewers’ time, so let’s examine the continuous shakeup of content and provider advancements models. Today technologies like in the media Dish Network’s Hopper and landscape Aereo (page 6) are stirring the can make pot, but tomorrow, who knows? our jobs and the task of tracking I also happen to be a tablet addict, trends a challenging endeavor. so it’s been enjoyable to see my These rapid changes are what favorite magazines adapting to the encouraged us to write our very ever-increasing push for crossover first STATE OF MEDIA (SOM) content (page 22). This process has four years ago, and I am proud to already made for some truly creative say our mission to keep business uses of the medium and I can’t wait partners, clients, new friends and to see what’s next. Again, it all ourselves informed has successfully reminds me that we should dispel continued to this day. Now, just the premonitions and instead look like the industry in which we work, at the opportunities a more unified KSM is evolving our publication media ecosystem will produce.
    [Show full text]
  • Google Penguin Stories (Interviews)
    GOOGLE PENGUIN STORIES (INTERVIEWS) 1 GOOGLE PENGUIN STORIES (INTERVIEWS) Personal Experiences of Google Penguin Everybody who has been affected by Google Penguin has their own personal story. We interviewed many SEO professionals and internet marketers to find out what Google Penguin was really like for them. 2 Table of Content GOOGLE PENGUIN STORIES (INTERVIEWS) 1.1 Andy Edwards 4 1.2 Arda Mendeş 6 1.3 Ashley Turner 8 1.4 Barry Schwarz 11 1.5 Bartosz Góralewicz 13 1.6 Christiaan Bollen 15 1.7 Dave Naylor 17 1.8 Dawn Anderson 19 1.9 Debra Mastaler 21 1.9 Emir Dervisevic 24 1.10 Geir Ellefsen 26 1.11 Henry Silva 28 1.12 John Cooper 30 1.13 Julie Joyce 32 1.14 Kaspar Szymanski 34 1.15 Matthew Barby 36 1.16 Michael King 38 1.17 Mikkel deMib Svendsen 40 1.18 Natalie Wright 42 1.19 Neil Patel 44 1.20 Nichola Stott 46 1.21 Nick Garner 49 1.22 Paddy Moogan 52 1.23 Piperis Filippaios 54 1.24 Ramón Rautenstrauch 56 1.25 Rick Lomas 58 1.26 Roger Montti 61 1.27 Søren Riisager 65 1.28 Tom Black 67 CONCLUSION 69 3 1.1 Andy Edwards Andy is a professional affiliate marketer and has been in the online gam- bling sector since 2006. He has extensive knowledge of this sector along with gambling related SEO and has been an EGR power 50 affiliate for the past 3 years. He has a number of top affiliates sites and joined Link Re- search Tools to bring all his SEO for these sites in house.
    [Show full text]
  • Ouellette, the Google Shortcut to Trademark Law, 102 CALIF
    Preferred citation: Lisa Larrimore Ouellette, The Google Shortcut to Trademark Law, 102 CALIF. L. REV. (forthcoming 2014), available at http://ssrn.com/abstract=2195989. The Google Shortcut to Trademark Law Lisa Larrimore Ouellette* Trademark distinctiveness—the extent to which consumers view a mark as identifying a particular source—is the key factual issue in assessing whether a mark is protectable and what the scope of that protection should be. But distinctiveness is difficult to evaluate in practice: assessments of “inherent distinctiveness” are highly subjective, survey evidence is expensive and unreliable, and other measures of “acquired distinctiveness” such as advertising spending are poor proxies for consumer perceptions. But there is now a simpler way to determine whether consumers associate a word or phrase with a certain product: Google. Through a study of trademark cases and contemporaneous search results, I argue that Google can generally capture both prongs of the test for trademark distinctiveness: if a mark is strong—either inherently distinctive or commercially strong—then many top search results for that mark relate to the source it identifies. The extent of results overlap between searches for two different marks can also be relevant for assessing the likelihood of confusion of those marks. In the cases where Google and the court disagree, I argue that Google more accurately reflects how consumers view a given mark. Courts have generally given online search results little weight in offline trademark disputes. But the key factual questions in these cases depend on the wisdom of the crowds, making Google’s “algorithmic authority” highly probative. * Yale Law School Information Society Project, Postdoctoral Associate in Law and Thomson Reuters Fellow.
    [Show full text]
  • Rewind: 2012 in Review
    the REPORT Issue 308 | 19 December 2012 Contents: PAGE 2: Artists versus digital services » PAGE 3: Fans as the fulcrum » PAGE 4: Labels in 2012 » PAGE 5: Tech giants » PAGE 6: New services » PAGES 7 – 9: Rewind: 2012 In Review Startups » PAGE 10: Digital marketing » PAGE 11: Social music » PAGE 12: Measurements » PAGE 13: Piracy battles » PAGES 14 & 15: Country profiles » REWIND: 2012 IN REVIEW the REPORT | 19 December 2012 | Page 2 Artists versus digital services It’s become a cliché in recent be portrayed as a greedy Goliath itself by digital ecosystem. prominent songwriters. High-profile albums years to suggest that the were withheld from There were many negative aspects to these streaming services, connection between artists debates in 2012, with name-calling, willful often to the barely- and fans is the fulcrum of misunderstanding and a concerning lack concealed frustration of transparency making for an unhealthy the music industry, with of their labels. mixture. everyone else a middleman Yet artists were Yet a more positive take on 2012 would be to pushing the who needs to justify their mark the importance of having artists and boundaries too, position in the value chain. songwriters take a more prominent role in the seeking new models. debates around new digital music business Usually it’s labels fielding the most criticism Whether it’s Cazzette models. under that line of argument, but in 2012 the launching their career spotlight turned to the current generation of As FAC co-CEO Crispin Hunt noted in Music on Spotify, DJ Shadow streaming music services, with Spotify and Ally’s end-of-year debate: “As the digital releasing a BitTorrent Pandora taking the brunt of the attacks.
    [Show full text]