Selling Doctor Sleep

My latest post at The Hollywood Reporter is a recap of the marketing campaign for Doctor Sleep. Warner Bros.’ marketing and promotions campaign has used connections to the original to make sure audiences understand this is a sequel, but that’s come at the expense of explaining this movie’s characters and story. Below is a closer … Continue reading Selling Doctor Sleep

The Egg on North Face

North Face is not, by any means, the first company to try and alter their own Wikipedia entry for marketing-related purposes. They might, though, be the first to so publicly tout doing so and have their success presented as a successful effort to overcome the “obstacle” presented by the site’s own dictum that such efforts … Continue reading The Egg on North Face

Less Of Your Marketing Matters Than You Thought

There’s a standard in the marketing/advertising field that someone has to be exposed to X number of messages about your product or brand before they choose to make a purchase. In some cases that’s up to a dozen instances of what’s called “effective frequency” in others it’s as little as three. A good chunk of … Continue reading Less Of Your Marketing Matters Than You Thought

Content Marketing Insights: Developing a Program Framework – Creating a Mission Statement

A content marketing program is more complex than some would have you believe. This is one in a series of posts laying out some best practices and essential steps to take when developing or evaluating a program for you or your organization. Corporate mission statements really came into vogue in the last 40 years or … Continue reading Content Marketing Insights: Developing a Program Framework – Creating a Mission Statement

Content Marketing Insights: Developing a Program Framework – General Principles

A content marketing program is more complex than some would have you believe. This is one in a series of posts laying out some best practices and essential steps to take when developing or evaluating a program for you or your organization. When you, your team and whatever other stakeholders are laying the groundwork for … Continue reading Content Marketing Insights: Developing a Program Framework – General Principles

No, Ethics Have Been Around For A While Now

Of all the various issues raised by the dueling documentaries - one on Hulu, one on Netflix - recounting the events of Fyre Festival, one of the most pervasive has been the actions of Jerry Media, a creative agency hired by the founders of Fyre to promote the event online. The agency, which produced the … Continue reading No, Ethics Have Been Around For A While Now

Take the Pressure Off Social Responses

More terrible data pushing the terrible notion that brands engaging in marketing efforts via social media should feel the need to respond to each and every comment directed at them. This time it comes via a survey of U.S. adults, gauging what they feel is an appropriate response rate. Unsurprisingly, most people feel such responses … Continue reading Take the Pressure Off Social Responses

Content Marketing Programs Require More Than Three Steps to Develop

Over the course of the last several years there have been countless blog posts, videos and other material shared by various experts (both real and otherwise) on how to effectively create and and manage an online content marketing program. Just recently there was a post that crossed my RSS feed that boiled developing such a … Continue reading Content Marketing Programs Require More Than Three Steps to Develop

Use Every Platform (That Makes Sense)

The first teaser trailer for the updated, photo-realistically animated version of The Lion King isn’t great. It’s a shot-for-shot remake of a scene from the 1994 original and does nothing other than promise the audience exactly the same experience they had 25 years ago. Despite that, it’s been immensely popular, wracking up 224 million views … Continue reading Use Every Platform (That Makes Sense)

Business Products Require Editorial Responsibility

Here’s the question asked in the headline at Nieman Lab: Is the email newsletter a business product or an editorial responsibility? The subsequent post offers some good insights and thoughts, but in my own experience the answer is, of course, yes. Think of email newsletters - or any other form content marketing may take - … Continue reading Business Products Require Editorial Responsibility