4 Industries to Poach Brand Storytellers From for your Content Marketing Org
Friday, 18 August 2017
I recently wrote about how some brands are stuck in the past and can’t seem to shake old habits, like creating “ads” and “spots” that interrupt consumers and offer no value. It’s hard to transform a brand that’s stuck in its ways, with senior executives that don’t understand the changing media landscape, who still think consumers want
- Published in marketing, Marketing Org Design
How the 3C’s Content Strategy can Transform Marketing from a Cost Center to a Revenue Center
Wednesday, 16 August 2017
One of the biggest mistakes marketers make when starting any content marketing initiative is not knowing the “why” behind it. What is the purpose of the content? How does it fit into the overall content mix? The second biggest mistake is not knowing what they are going to do with the content. Where does it
- Published in marketing
Why Marketers, Agencies, and YouTube are on the Wrong Side of History with the Six-Second Ad Format
Monday, 14 August 2017
Ground Control to Major Tom. We have a major problem. It seems that Marketers, Agencies, and Platforms are only thinking about themselves. They haven’t learned that consumers now control when, where, and how they interact with brands. Brands no longer control the medium, the message, or the consumer. Even the data that marketers love so
- Published in advertising, marketing
How Content Marketing is like a First Date…
Thursday, 20 July 2017
Imagine two dates. The first begins: “Hi! I’m stylish and worldly. I hang out with very cool friends. I’ve won a few trophies, but really I’m good at what I do because I’m passionate about it. Stick with me and you will have a fabulous adventure.” The second like this: “Nice to see you. I
- Published in marketing
Why Customers Are Your Best Storytellers
Thursday, 20 July 2017
Like it or not, we live in a world with so many screens, yet so little time. The amount of messages we receive from work, friends and family can feel overwhelming at times. On top of that, we’re bombarded with messages from brands every day. It’s estimated that we we see 300-700 marketing messages per
- Published in marketing
The One Reason Most Content Marketing Fails
Thursday, 20 July 2017
No one can argue that the way brands and consumers connect with each other has been flipped on its head. Here’s the cold hard fact: consumers are now in control of when, where and how they interact with brands. It’s a hard reality for many brand and marketing executives to admit. In a multi-screen world filled
- Published in marketing
Social Media Command Centers: The Art & Science of Real Time Marketing
Thursday, 20 July 2017
This is the behind the scenes story about how an idea that was born in 2015, during an awkward conversation in an elevator ride, went from a wild concept to winning two Cannes Lions awards in 2017. Plus my top three tips on how to build the social media command center of the future for
- Published in Brand Command Centers, marketing, social media