Posts tagged #content

"Punchy Content" - Fast, fresh and easy test!

If you don't have a huge marketing budget, one of the hardest things to do is determine where you need to place your money. When I taught advertising for the UCF's Nicholson School of Communications I would tell my students ...

"I don't care what you would do with a global brand and 50 million dollars. Show me what you can do with $5000 for a small local company no one's ever heard of. If you can't make compelling on the cheap — you're in trouble."

There's nothing in the rule book that doesn't say you can drop something into your campaign mix that unassociated with your broader marketing plan. I call these nuggets "punchy content", you didn't see them coming and they might just spark interest in a fading audience.

Try some quick video — give it a tagline, #hashtag or an alternative CTA (call to action). Make sure that you do a few; one a week for a month; see if it moves the needle for you. If you get no traction from it, it's ok too. You didn't spend much and you brought in something different to appeal, perhaps, to your audience or a new group.

Example — A sports entertainment network that I created called QueensCast. We need some new content about soccer but didn't want to rest on just talking about our local teams the Orlando Pride and the Orlando City SC. Therefore, we decide to take on gear reviews. Not only did we create a new venue for content, we also began a subset brand eco-system called "Geared Up."

Journalism Marketing (Part 2.): Church and State

I've crafted a career on persuasive messaging to tap into want, desire, fear, love, or any other points of note that hold importance to you. However, there have been very few instances that I've done it for companies that have puritanically lied, and in all cases, I don't think I knew it with any certainty.

I think the time is now; we need to separate journalism/content creation from marketing/native advertising. We need to construct the following:

  • Fact-check content through online browsers, tools, email and all mobile devices as part of the operating systems (a user can choose to manually turn off this feature).
  • All content must meet certain criteria for marketing articles, as well, articles that might not be considered as marketing.
  • All monitoring algorithms must be progressively optimized by both the content creator as well as the readership's ability to flag content for review from both the creator and an independent party must be progressively optimized by both the content creator as well as the readership's ability to flag content for review from both the creator and an independent party.
  • Content creators, bloggers, videographers, photographers and others must all meet various criteria in an effort to seek compensation from viewership or advertorial partners.
  • Ongoing tools, metrics, and transparencies of ALL content (streaming, hosted, archived or otherwise) that is deemed "public" will be required to index it in a fashion to inform users as to the nature of the content.
  • Lastly, the onus needs to be placed squarely on the shoulders of the social channels themselves. As we're ONLY NOW seeing with Facebook in a step towards minimizing this trend with the ability to "flag" content as false or misleading. Is it enough, probably not yet, but that remains to be seen.

A tall order? Yes. But so was the idea of the Internet 20 years ago.

Content Commoditization is Coming — Prepare Your Brands!

So 15 years ago we decided the Internet was no longer a fad, and we definitely needed a website for our business. Then 10 years ago we decided social media was something we need to pay attention to, and now we realize it is essential in our media mix as well. For the past five years, we have been paying attention to content and active engagement. ... (READ THE REST HERE)

Posted on February 5, 2016 and filed under Advertising, Brand, Business, Tools.

Quick Content Ideas For When You Don’t Have Time

When you start discussing discussing social media and content marketing with a client, at some point you get “the look.” The look that says, “Oh my God, I will never have time for all this work with what I already do.”

I get it. Everybody has their own busy schedule. Now they’re taking on social media and perhaps content marketing. It’s daunting when you think about putting up a couple of posts a day across three or four channels. That’s why I do my best to construct effortless, fun content systems for my clients. ... (Continue article here)

Posted on October 19, 2015 and filed under Blogging, Content, Social Media.