This video goes behind-the-scenes to explore the concept and creation of the Vitamin T infographic “Don’t Be a UX Statistic” — illustrating what it takes to provide a powerful user experience.Read More »
As marketers, it’s important to look at each piece of content that we put out into the world as another first impression. Every piece should act as a stepping-stone toward building brand loyalty and earning new customers. Using shortcuts and “OK” content only takes companies further away from their goals and puts them at risk for making a bad impression with new and existing clients.
The designer Milton Glaser is an advocate for inquiring about meaning, and encourages us to be mindful of slipping into surface-deep observations and assumptions. Designers, writers and marketers (or any creator, really) should embrace doubt. Welcome it. Because certainty leads to stagnation. Doubt leads to iteration.Read More »
The best stories engage all of the senses. The more senses that are stimulated, the more people will not only relate to your story, but be moved by it. The ultimate achievement is that people recall your message as an idea of their own, rather than something that they heard. But in order to trigger this type of reaction, you can’t simply focus on visually presenting the facts, figures and product features; you have to create a deeper connection.
There’s much we can learn about user behavior by looking at voids in data. I call this “invisible data.” Gleaning value from invisible data requires a slight yet pivotal lens adjustment. It’s less about what people did, and more about what they didn’t do. The absence of evidence is evidence.Read More »
All the increasingly common game-based “rewards” aren’t rewards at all. At least, not for the consumer. They’re benchmarks of brand loyalty for your company, keeping score of how much time, money, and marketing data your customers have given you. But that doesn’t mean games don’t work and aren’t worth it.Read More »
With the rise of platforms like Tumblr, Pinterest and Zite, “content curation” is a hot topic. And the process of finding, organizing and sharing “like” information from myriad sources is being adapted by marketers in an attempt to capture interest around a topic or harness the power of crowd-sourced information. I had a chance to talk with Kristina Halvorson and our own John Lane about how corporations are employing content curation and whether or not it’s an effective content marketing tactic.
New content marketing channels are sprouting like weeds… or wildflowers. But it’s often hard to know which one they will be when the first start emerging. In this installment of the Centerline Sessions, I had a chance to talk with Joe Pulizzi (Founder of Content Marketing Institute) and our own John Lane (Vice President, Strategy and Creative) about new digital content channels, how you might be able to divine the best channels for your audience, and the inventive ways marketers are already using the new mediums.
The ideals of content marketing are spreading rapidly within the most powerful of enterprises. Leading companies, like IBM, American Express and Adobe, realize that todays digital customers are craving a different type of engagement.
In this post, John Lane and Joe Chernov talk about who’s doing content “right,” and if the idea of “content factories” are shaking their negative connotation.
Think about it. As marketers what are we paid to do? We’re paid to provide insight and guidance on how best to communicate with a specific audience. This means we must understand our client’s business and customers. What better way to learn from our clients than to effectively listen and absorb as much about their business and customers as possible.
The new consumer wants to be a part of the conversation, and in turn advertisers will need to learn how to communicate clearly across multiple mediums. This isn’t just about how television can take part in the interactive world; it is about the natural flow and progression from a single piece of media to a greater conversation.
“All else being equal, the best story wins.” In particular, I found it interesting that the majority of the examples shown in support of that theory aren’t telling the story of the average consumer product. They are stories about the credit crisis, high blood pressure and saving the planet. Those are difficult concepts. And that jives with our approach. Explaining complex products, services and solutions via very specific stories is the best way to engage, educate and motivate. As we’ve found, it’s particularly useful in effective B2B communications.
There will always be a population that loves games. Whether 4 years old or 40, it can satisfy the need for competition and spawn creativity. We have a few Centerliners that enjoy late night battles of World of Warcraft or a good 6 hour stretch at Guitar Hero. But what about gaming for the mainstream,… Read more »