Chris Thilk content marketing, marketing

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)

Chris Thilk content marketing, marketing

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

Chris Thilk content marketing, marketing

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

Chris Thilk content marketing, 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…”

Chris Thilk content marketing, marketing

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?

Chris Thilk content marketing, marketing

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

Chris Thilk content marketing, marketing

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

Chris Thilk content marketing, marketing

Aligning Content Marketing Objectives to Reality

There’s a concept that’s pervasive in the content marketing field that each time you put your brand and message in front of the audience - wherever they are in the customer journey - you should “delight” them. It’s not a bad idea. It encourages you to find new and interesting ways to create a positive … Continue reading Aligning Content Marketing Objectives to Reality