Tag Archives: Brand Content

Mine is Longer Than Yours

  There is endless debate about how long marketing content needs to be. Most people fall into the camp that it needs to be short. Why? Attention spans. The fast and furious pace of the Internet The way social networks work (Twitter, for example) But conventional wisdom on going short may be wrong. There is […]

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What is Brand Content Supposed to Do?

It’s primary mission? It’s prime directive? Simple. Inform, entertain or do both. Brand content shouldn’t be about hawking products. Or services. It be showcasing them in a way that tells a compelling story about what the brand, product or service can do for its customers – whether they are businesses or people. Content should be […]

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All Media is Paid

Can we stop pretending there are media categories called earned, owned and paid? They are ALL paid. And they always have been. Earned media is pitching stories and concepts to existing publishers and having them write about your company, product or service. The idea was to tell publishers – be they reporters or producers – a […]

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Content First, Website Second

No one goes to websites anymore, except when they do. Sounds nuts, I know, but let me explain. I don’t purposely visit many websites anymore, especially websites that produce their own content. You probably don’t either. The idea of going directly to a website and exploring its content is becoming an old-fashioned notion. That just […]

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Hey, Brands, Stop Talking About How Great You Are

Let me tell you about an energy company I know called EnergyX. They are a real company, but EnergyX isn’t their real name. You’ll see why so enough. They are a public company with about $400 million in revenue. They employee 800 employees and have technology products that can only be described as cool. It’s […]

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Why Brands Are Starting to Hate Facebook

Yes, I get it. Facebook is HUGE. It’s THE social network. Nothing else comes close. Yet it seems like they are clueless when it comes to working with brands. With understanding how marketing actually works within large enterprises (the tension for example between communications/PR and advertising). Facebook also seems perplexed about what marketers really want to be able […]

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Content Distribution Starts at Zero

You’ve just developed a great piece of brand content: a video a blog post an infographic a survey How many people are going to see it? Without a content distribution strategy you should expect exactly zero. That’s right. Nada. No one. Zero. The days when you could post content on social channels and expect large […]

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Facebook is Broken, Editorial Standards Can Fix It

Why do people “like” Facebook? Simple: It’s the content. I use it to find content I like: articles, cartoons, and videos. All recommended by friends. I use it to debate, quip, and joke with friends. I used it to see what friends, co-workers and neighbors are doing. I use it to circulate my own content. […]

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It’s the Distribution, Stupid

Create it and they will not come. They will not come by the boatload. I guarantee it. Posting digital content and thinking the legions will flock to it doesn’t happen anymore – if it ever did. That’s why every brand needs a content distribution strategy now more than ever. Because content without an audience is useless content. […]

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The 3 Golden Rules for Creating Brand Content

Social media content only works if: It’s on brand It’s of interest to your customers It’s high-quality Otherwise why bother? Let’s look at these three golden rules more closely. 1. It’s on brand The key to a great content strategy is finding the intersection between your brand and the passions of your customers. ESPN is […]

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