It’s shocking how many times you’ll be on a brand website, or news website, or within a forum on LinkedIn in which there seems to be no consideration of topic taken into account. Posts or pages — or even two pieces of content on the same page! — feel like a series of non sequiturs. Become more context aware for better content marketing by thinking about context as a hierarchy. Context of topic, of specific details of related content, of use, and of user.
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:
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.
There is no arguing this point: more information than we could possibly ever consume, remember or need is available to us; and usually, it’s within just a few clicks. There are more product choices available to us as well. And those choices continue to become more complex and technologically advanced.Read More »
Every piece of content we send into the digital atmosphere is a signal. Signals speak louder than words. There are three, specifically, that help brands win customer trust in a world of skeptics.Read More »
I planned on writing this post a couple months ago… it was the day I heard Yahoo was shutting down Delicious. News came last week, though, that Delicious was granted a stay of execution, thanks to YouTube founders Chad Hurley and Steve Chen. Now, “stay of execution” was specific wording because, while I’ve given the necessary authorization to move my bookmarks to AVOS, no one really knows what will happen to it after that. But I hope it’s a long, long life. And here’s why…
Delicious is not so much a bookmarking tool (or even social bookmarking tool) as it is an incredible tool for content curation.