2013: THE YEAR BRANDING MARRIES CONTENT? BY CHUCK KENT




Three Experts Speak Out On The Intersection of Branding and Content Marketing

The rise of consumer control, particularly via social media, and the unprecedented ability of consumers to choose, or reject, messages Content marketing has been around for over 100 years, ever since The John Deere company introduced The Furrow, a custom-published magazine designed to help farmers (and John Deere) be more successful.

For most of that century-plus, many of the denizens of “sexier,” higher-profile brand marketing firms have looked down at content marketing as one of the lesser “below the line services.’ However, a confluence of powerful factors suggests that all marketers – and their agencies – will be wise to consider how to best marry traditional brand messaging with the informational, educational, entertaining charms of content marketing, online and off. Those factors include, but certainly aren’t limited to: The shift toward search algorithms that favor quality content over SEO manipulation.The growing consumer distrust of traditional, paid advertising and marketing communications.

The opportunity to shift from a forced “push” marketing model to a natural “pull” model, a shift beyond the short-term value of transaction to create the long-term value of trust.“We Are Just At the Beginning of Thinking Differently” >>>> Sensing a sea change at hand, we asked three content leaders and practitioners to give their forecast as to what extent content would finally penetrate brand marketing programs in 2013. Leer más “2013: THE YEAR BRANDING MARRIES CONTENT? BY CHUCK KENT”

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Lethal Generosity: The Key To Your Online Content Strategy

Many traditional marketing thinkers hide their competitive information, and believe that:

Sharing secrets and expertise arms customers with too much information.
Sharing secrets and expertise gives an advantage to the competition.

Neither of these is true.

Most companies believe that their competitive advantage is in some process, some product, some service. That’s hardly ever the case (except maybe for companies like Apple and Google). Anyone, at almost any time, can copy your process, product or service, especially today.


By Joe Pulizzi | http://blog.junta42.com/2012/02/lethal-generosity/
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The concept of Lethal Generosity was first coined by social media pioneer Shel Israel in 2008. Simply put:

Lethal Generosity is the concept that the most generous members of any social media company are the most credible and influential and as such, they can devastate their competition in the marketplace.

In short, the company whose representative posts the most tips, links, advice, case studies, best practices that followers find useful will always [rise] to the top, not just in influence but also in search results.  The more outbound links you post, the more inbound links you are likely to receive.

Although Mr. Israel focuses this point in a social media context, the application of this idea is much broader.

Those companies that give away their industry insight and expertise on a consistent basis, and publish that information free and through multiple channels, can dominate their industry niche – including social media and communications in general.

Can You Share Too Much Information? Leer más “Lethal Generosity: The Key To Your Online Content Strategy”

The end of Flash: Another tool that can no longer do the job


Adobe Flash
Image via Wikipedia

It’s amazing how quickly things come and go in this age of technology. A killer app or product is nothing to take for granted, because in no time at all it could turn into a killed app.

Take Adobe Flash for example. It’s been years since we’ve taken this software seriously in our business. There was a day when Flash intros, web navigation and entire websites wow’d the world with their creativity. That hasn’t been the case for a number of years and yesterday’s “Thoughts on Flash” letter by Steve Jobs finally killed the three-year-old rumors as to why the iPhone and new Ipad don’t run Flash. It also effectively killed the platform altogether. Leer más “The end of Flash: Another tool that can no longer do the job”