This article does a fair job at covering some of the changes the industry is going through in recent years.
Burned by the recession, clients are loath to greenlight risky work and bottom-line pressures are driving them to wring costs from their shops. To grow, independents are selling to public holding companies and succumbing to the balance-sheet demands that can dull a free-spirited culture. Often, the result is chasing business they might once have scorned while private.
[...] Fees have gotten smaller and once-huge accounts have become projects doled out to multiple agencies. “Now accounts are half the size they used to be. [Agencies have to] pitch more, because there’s more project work, fewer AOR opportunities and even those are half as much as they used to be.”
TL;DR: “Content marketing” should focus less on content creation and more on meaningful connections made possible by valuable content
We —those in the business of marketing on the web— have a constant obsession with newness, with defining today’s zeitgeist, with being current and relevant, etc. One of the new terms that’s being abused these days is “Content Marketing”. A concept that seems old if looked closely. Brands need to do much more than just blast their messages left and right, they need to create content to engage their customers. But since when is this new? Brands always had that duty, and good ones delivered on it by creating their own content (commercials, radio plugs, print ads, etc) or by supporting 3rd party content.
Branded entertainment is a significant departure from previous brand marketing strategy [...] The rise of branded entertainment is enabling brands to shift from being mere sponsors to creators. We’re all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs [...], now brands are becoming destination sites and platforms for entertainment, in and of themselves.
Yes, brands need to entertain but that’s nothing new. The term “Content Marketing” places all the focus on content. Brands have always created content. What some have neglected is creating a lasting connection with the consumer. When these were created they were in an offline mode, meaning the messages where sent out and the customer could never participate. Because connections had that offline, non-realtime quality they were emotional connections, the ones with the highest chances to stick. We should bring that back.
The web has made one-to-one connections possible. Because of this the true focus of “content marketing” should be the creation of content that the consumers can (and want to) engage with, thus creating those connections. The Brand’s challenge is creating content that can rise above competition and that can be valuable enough to create a lasting relationship with its audience.
If I could I would rename “Content Marketing” to “Meaningful Marketing”.
When you don’t have any money, it is easy to feel limited in what you can achieve. However, we have often found the most creative ideas come when you don’t have the luxury of big budgets.
Creativity needs constrains to flourish.
No software engineering manager at a tech company should spend less than 30% of his or her time coding. Whether managing a team, a division, or all of engineering, when managers spend less than 30% of their time coding, they encounter a significant degradation in their ability to execute their responsibilities.
I can’t say if coding should take 10%, 30% or 50% of a manager’s time, but in order to stay relevant team leads should keep their skills sharp. It is a really tough thing, though, since there are so many things a manger is involved with. It is very easy to deprioritize coding, even more so when your team is talented.
Amazon announced their crazy Drone delivery service on Sunday. Rumor has it that they’ve planned that announcement to coincide with the busy weekend of shopping and benefit from the generated chatter right in time for Cyber Monday.
Why did Amazon do that? The answer is free advertising. Even better: free advertising the night before the biggest e-commerce shopping day of the year, Cyber Monday.
How much was that free advertising worth? “60 Minutes” gave more than 15 minutes to its Amazon story. A 30-second spot during the 7 p.m. show usually costs just over $100,000. If you figure Amazon got 30 30-second commercials’ worth of time, you can estimate that it got about $3 million worth of “earned” media.
Is Jeff Bezos the most skilled content marketing expert?
“I think maybe we’ve been out-marketed, sometimes. We’ve been caricatured as being anti-gay. When you have forces like Hollywood, when you have forces like politicians, when you have forces like some opinion-molders that are behind it, it’s a tough battle.” ~Cardinal Timothy Dolan of New York
It’s a new world for PR.
…Advertising today is more about interruption and intrusion than compelling narratives or a good laugh. We don’t add value. If anything, we take it away
Too many times this is true
This is what the future of marketing looks like.
On Twitter, Reitman requested that actors send in a video of themselves reciting a few lines from a scene in the film. In the selected dialogue, Tim discusses his appreciation for Carl Sagan’s “Pale Blue Dot.”
~Filmmaker Jason Reitman Is Using Twitter to Cast an Actor
The outrage is justified. But it’s not nearly enough. Google and its peers need to do more than demand increased transparency and boost its data encryption efforts. Technology companies, for reasons varying from economic to ethical, need to lead a debate about whether or not such an ongoing intrusion of personal liberty is morally tenable. The US government says the surveillance is necessary to thwart terrorists. Critics have for years been asking if that’s true. Now, Silicon Valley needs to join them.
~It’s time for Silicon Valley to ask: Is it worth it?