It’s Essential To Find Brand Voice

Here’s the key graf in this story (via FashionRedef) about how fashion brands have begun addressing their customers as peers instead of experts or cold, soulless corporations. For sustainable direct-to-consumer brand Reformation, “hyper-growth” was also kick-started with a pithy newsletter in March 2013, says the company’s founder, Yael Aflalo. “We wrote about Coachella and the … Continue reading It’s Essential To Find Brand Voice

It’s About More Than Just Podcasts

Record labels, according to this story at Billboard, have discovered that podcasts are an effective way to market and promote the artists they’ve signed. Those labels have realized they have access to scads of talent and don’t have to worry about copyright claims over music usage and so are hoping to tap into the substantial … Continue reading It’s About More Than Just Podcasts

What Issues About the Content Marketing Job Concern Me?

(Note: This is based on one of the prompts from Robert S. Kaplan’s book What You’re Really Meant to Do.) There are issues with the content marketing industry, many of which I’ve discussed openly here or elsewhere previously and so won’t reiterate or otherwise list. You work in any field for any significant length of … Continue reading What Issues About the Content Marketing Job Concern Me?

Report: Facebook Engagement Keeps Dropping

A new study by Buzzsumo reports that Facebook engagement for brands and publishers continues to decline, dropping 20% so far this year. The usual reasons are cited as reasons contributing to this continued trend, including the fact that there are more posts vying for attention and changes to the News Feed algorithm. The one kind … Continue reading Report: Facebook Engagement Keeps Dropping

I’m Cool Being The Bass Player

For whatever reason I’ve been listening to a bunch of Fleetwood Mac recently. It started when I got the song “Temporary One” that the band played during their 1997 reunion shows stuck in my head the other day. That lead to a YouTube search for the video of that performance, which lead to other YouTube … Continue reading I’m Cool Being The Bass Player

The Value of Professional Social Media Management

"Chris, didn't you work in web design or something?" "No, social media marketing."  "Oh cool...want to start an Instagram account?" That was the conversation that lead to my starting a photo feed for the store I've been working at for the last several months. Since I fired it up I've tried to post regularly and … Continue reading The Value of Professional Social Media Management

The Criteria for “Crisis” Has Changed

It’s been conventional wisdom for quite a while now that there are times brands should just stop Tweeting or pushing out any social updates. Usually these are during times of great national stress or in the midst of an unfolding tragedy. In my career I’ve hit the “Pause” button when news of a school shooting … Continue reading The Criteria for “Crisis” Has Changed

Study: Young People Leaving Facebook for Snapchat, Instagram

For the better part of the last decade the ideal for most new social media companies has been to become “the next Facebook.” That company has grown to the role of the 800 pound gorilla in the space. Over half the world’s population uses the network and that massive reach has brought with it a … Continue reading Study: Young People Leaving Facebook for Snapchat, Instagram

How To Handle Editorial Calendar Disruptions

It’s inevitable. That editorial calendar you’ve created and put such care into crafting is going to be blown up eventually. It will happen. After you’ve spent hours making sure every time slot is optimized, that the timing of when posts will go out balances timeliness with respect for the audience and reflects corporate interests, something … Continue reading How To Handle Editorial Calendar Disruptions

Defining Core Versus Premium Content

Last week when I was taking issue with a point of view around focusing on “campaign” content at the expense of a steady content marketing cadence I used a couple terms: “Core content” and “premium content.” I offered brief explanations in that post but wanted to take the chance to offer some more in-depth definitions … Continue reading Defining Core Versus Premium Content