Tag Archives: Content Marketing

What is Brand Content Supposed to Do?

It’s primary mission? It’s prime directive? Simple. Inform, entertain or do both. Brand content shouldn’t be about hawking products. Or services. It be showcasing them in a way that tells a compelling story about what the brand, product or service can do for its customers – whether they are businesses or people. Content should be […]

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All Media is Paid

Can we stop pretending there are media categories called earned, owned and paid? They are ALL paid. And they always have been. Earned media is pitching stories and concepts to existing publishers and having them write about your company, product or service. The idea was to tell publishers – be they reporters or producers – a […]

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The 3 Golden Rules for Creating Brand Content

Social media content only works if: It’s on brand It’s of interest to your customers It’s high-quality Otherwise why bother? Let’s look at these three golden rules more closely. 1. It’s on brand The key to a great content strategy is finding the intersection between your brand and the passions of your customers. ESPN is […]

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Stop Trying to Beat Wikipedia

Because you can’t. It seems like every few weeks I get an inquiry about Wikipedia from a client. Usually they are upset about their entry. Most of the time they want to delete negative portions of the entry and infuse it with their marketing messages. My response is always the same. Leave it alone. In […]

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Why Your Brand Content Really Matters

Here is how more people, especially young people, consume content. 1. They search for it. On Google mostly. Google has become a daily newspaper, Farmer’s Almanac and encyclopedia all rolled into one. When they want information or news they plug-in the keywords and press enter. 2. They have it recommended to them. On Facebook and […]

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Hey Madison Avenue, PR is the New Advertising!

They gathered last week in the city that never sleeps. Their goal? Figure out how to clog up our social media channels with more advertising. Who were these people? Advertisers. Last week was Madison Avenue’s annual conference in New York known as Advertising Week. As expected there was lots of hand wringing about the state […]

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Paid, Earned or Owned? It Doesn’t Really Matter!

On digital and social channels one thing matters: Results. For the most part what constitutes a result is grabbing the attention of your audience. That audience can be customers, employees, media, influencers or all of the above. That attention you’re grabbing comes in many shapes and forms as well: likes, followers, fans, interactions, engagement and […]

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6 Seconds vs. 6 Hours

Here’s a question I get all the time: What’s the best length for a YouTube video? First, here is a collection of advice from around the Web: One minute to a minute and a half – Jody Underhill, Upside Down Iceberg Three minutes to three minutes and a half  – Clinton Stark, Stark Insider Aim […]

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Be the News

Stop pitching news stories to the media. Seriously. Instead break your own news. Tell your own story. Take your own photographs. Create your own graphics. Produce your own video. Research your own study. Why give all the good stuff to the media? Especially now. You have your own publishing channels. You have a website – […]

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Platforms Don’t Really Matter

Is Instagram going to kill Vine? Is Twitter catching up to Facebook? Is Facebook blowing it? At the end of the day, it doesn’t really matter. As a brand, you shouldn’t get obsessed about one social platform over another. What you should care about is telling stories. Publishing them on the channels you’re using and […]

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