Posts by: John Lane
The Media Mix: Paid, Owned, Earned (& Shared) – Is It Still Relevant?On the first Thursday of every month, we host a Content Marketing Special Interest Group (SIG) discussion for the Triangle AMA. This month, the topic was about whether the “paid, owned, earned (& shared)” model is still relevant for brands when thinking about how their message is disseminated. It’s a topic we’ve been thinking about […]
Your Content Is Your ProductWhat are all the parts of a transaction? Is it merely the exact moment in time when I hand someone money and they hand me a product in return? Or does it include the information gathering I do before I hand over the money? And the research I might do after? I think it does. And that's why: Your Content Is Your Product.
The Making Of: CEI “Raster In The Community” Broadcast CommercialIt was amazing to see our latest spot for our good friends at CEI air during half time of Super Bowl XLVIII. Perhaps more amazing is all the time and talent that was poured into the project to make it happen. You can see both the final spot and visual effects breakdown here.
What does Content Marketing mean to you?One Friday not long ago — a day each week that we get together as an agency to share pizza and catch up — I started wondering. So I sent a simple question to a random set of the people around the room: How do you describe content marketing? I thought the collective response captured the essence as well (or better) than any expert. So we made a video of those responses. Content marketing as defined by the practitioners:
Content Marketing Art of War, Second Edition | MIMA Summit 2013 RecapThe Minnesota Interactive Marketing Association (MIMA) has a lot to be proud of. Their annual conference — MIMA Summit — was earlier this week, and it was easily one of the best conferences I’ve had the pleasure to be a part of. Thanks to all the people who attended my session: The Content Marketing Art of War. It was exciting to see that many people interested in the topic, and I hope they all went away feeling inspired, enriched, curious… or all three. In this post, you'll find the presentation I gave as well as some notes on the other sessions I attended. I hope the information is useful!
Reinventing the Webcast: Video-Driven, Content-Centric Virtual EventsAccording to the Content Marketing Institute and Marketing Profs, 61% of B2B marketers use webcasts, and rank them among the top three most effective content marketing tactics (2013 B2B Content Marketing Report). Webcasts are used by marketers to influence each stage of the buying process, and can be particularly effective when businesses are trying to […]
What is Accountable Creative? (Content Marketing Fuel)Traditional advertising and marketing agencies often use the term "creative" as a label for internal teams with production-specific skills — such as design, development, copywriting and film/video production. The outputs from those teams are considered "the creative," while business goals are considered "the strategy" that precedes the creative process. We’re not a traditional agency. And I think that’s most evident in our refusal to think of creative and strategy as separate, siloed entities. We believe in Accountable Creative.
Content Marketing Art Of WarI had the wonderful pleasure of speaking at the Digital Marketing for Business Conference earlier this week. It was a great event... and I'm not just saying that because Centerline was the sponsor. In this post you'll find the presentation I gave: Content Marketing Art of War. It was a fun presentation to give. And I think I accomplished my only real goal: To give people content marketing ideas they can put to use. Thanks to everyone who attended my session!
Is Your Two Minute Video Too Long? Or Too Short?Nobody reads anything anymore. A video longer than 2:00 is too long — people won’t watch it. Pabst Blue Ribbon isn’t good beer, it’s hipster water. All these statements are generalizations informed more by the level of interest the speaker has in the subject matter than universal truth. Therefore, all these statements are also completely unfounded.
The Holy Grail of B2B Content MarketingLet's say you sell technology. The companies that buy your technology likely use it to build a product or service they sell to their own customers. This is one of the overlooked curiosities of B2B: your customer's customers.
That's why I think the Holy Grail of B2B marketing is this: Make content your customers will use to show off their own value to their customers.