You’re right. Brands have in fact been publishing content for years. So, what’s different now you say? Simpy put, we’ve hit a new phase. Healthy marketing budgets have returned and brands have finally evolved beyond thinking that their dialogue and interaction with customers has to be constrained to just social media, e-newsletters or customer service […]

Back in the day, PR folks primarily focused on story placements and impressions. Marketers and PR professionals eventually combined forces to enhance brand storytelling across owned and earned media efforts. Eventually, online advertising made an aggressive upward shift to add a third layer of support to the integrated marketing mix. Needless to say, the convergence of […]

Two years ago, I had the opportunity to head up to Whidbey Island for the 2nd Annual Content Marketing Retreat. The event (launched and coordinated by my buddy Russell Sparkman) was a great success with plenty of fantastic guest speakers on a myriad of topics. After a year off, Russell is back at it again […]

Recently, a colleague shared with me the following deck that was created by a member of the Wieden+Kennedy team. My advice? Take three minutes today or this weekend and flip through. Then do it again. And again. And again. So… And here’s a great example of a brand doing it right…

Content. Overload. We’re there. The data speaks for itself and the numbers will only increase. The quantity of content being created on a daily basis is mind-numbing. 684,478 Facebook shares. 571 new websites created. Over 100,000 tweets. 3,600 new Instagram photos. 347 new blog posts on WordPress. All taking place within a minute each day. For […]

NYT

Over the past year I’ve had an ongoing internal debate around the value of long-form content. Others such as Jon Thomas have framed up the challenges associated with long-form content quite accurately. Simply put, we’re all constrained by time. Thirty second commercials, 140-character tweets, two line status updates – our society has a penchant for […]

Branded Content

In a recent post, my colleague @justinjtsang smartly outlined the important balance point between branded vs. common interest social content within a brand’s content marketing strategy. The key to successful content marketing boils down to building long-term trust with your audience. In order for a brand to successfully build trust, it must work to align […]