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
What I Accomplished In 2018
Every year is interesting in its own right. There are ups and downs and moments in between, things that will never be forgotten and things that won’t be remembered without serious effort being put in. On at least two fronts, 2018 was notable in very positive ways. First, from January through August I kept quite … Continue reading What I Accomplished In 2018
Media Awareness is Critical to Content Marketing
There’s been a lot of announcements recently about television advertising changing in various ways. I’m not necessarily talking about the kind of targeted, addressable ads that technology will enable, more the actual ad load and the way ad breaks on TV - and on streaming services - are being rethought. The latest story on how … Continue reading Media Awareness is Critical to Content Marketing
“Hey, Saw You Wrote About…”
OK, so let’s talk about this Tweet. https://twitter.com/PatrickCoffee/status/1061610745241264129 I understand where the PR practitioners who are sending the emails described in that excerpt are coming from. They are doing what their clients or employers want them to do, which is be included in conversations. The stakes are even higher given many are playing the content … Continue reading “Hey, Saw You Wrote About…”
Corporate Activism Is The Future Conservatives Want, Right?
As the wave of companies announcing they were cutting ties with the National Rifle Association following the shooting in Parkland, FL was cresting, the Georgia state legislature voted to rescind $50 million in jet fuel sales tax exemptions. The bill was squarely aimed at Delta Airlines, which was one of the companies declaring it would … Continue reading Corporate Activism Is The Future Conservatives Want, Right?
Content Marketing Is Not Form Dependent
There’s a good story that appeared on Adweek recently discussing why some companies had started print magazines. The reasons include both marketing of the company itself and, if they can attract advertisers, a source of new revenue. In other words, it’s a content marketing tactic. How content marketing is defined depends greatly on who’s being … Continue reading Content Marketing Is Not Form Dependent
Content Marketing is Functional, Not Delightful
Over the last few weeks I’ve shared a series of posts about how the oft-repeated goal of “delighting” your customers through content marketing isn’t exactly something that’s either desirable or achievable. Not to say you can’t do so, but there are bigger concerns in play and the way your message is received, as well as … Continue reading Content Marketing is Functional, Not Delightful