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What 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.
February 4, 2014 | | 0 Comments
It 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.
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:
October 17, 2013 | | 1 Comments
The 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!
September 4, 2013 | | 0 Comments
According 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 …
June 10, 2013 | | 3 Comments
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.
I 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!
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.
Let’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.
Why do you need a good content strategy? Among other reasons, so you don’t have to try to say everything at once.
So often when organizations have come up with a new product or offering, they start their marketing efforts by thinking “what is the one piece we can create that will tell someone everything there is to know about this product, how it fits in the marketplace, how it is unique… and motivate them to purchase.” It’s an aim at one perfect shot. And that’s nearly impossible.
A well-formed content strategy will be your map for how to say the right things at the right time.