Category archives for

– Content Marketing –

My Inner Crybaby Is Crying Uncle

by · February 17, 2015

Awards season is ad season, as well. What began with #Downerbowl will end with the Oscars, and we will all be able to see that this year, the theme in agency land was creating emotion. Much like a few years back, it was trying to convince brands to be human. Both of these themes are really close to being successful, yet they miss the mark in my mind. A brand cannot be human. It should instead try to be useful. It is more attainable and reasonable. A brand is not human; it is a business. And if it is a good business, it offers products and services that are useful to people. Therefore, useful should be the place from which the brand communicates. As for creating emotion, this one was soooo close I could taste it. The miss was this: creating emotion for the sake of emotion is manipulative and off-putting.

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Video, Audio and Imagery May Set Your Brand Apart in 2015

by · January 12, 2015

Reading the tea leaves in the social space isn’t always easy. But think about what you’ve seen from those of us pounding the pavement with Facebook’s algorithms and the ever-growing challenges of earned media.

Every marketing hack and their brother has a podcast now. Most of them are video podcasts repurposed as audio as a supplement. Some people have both audio podcasts and short videos to drive their activity. And, if you’re paying attention, you’ve also noticed that the smart ones are using more and more images – specifically text on photo – to capture they eye as people scroll through their feeds.

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How Do You Compete Against Big Money?

by · November 3, 2014

The question was posed: “How do I compete against Booking.com, which has a billion-dollar ad budget?” The audience member was a destination marketer. I was the unfortunate speaker left to answer.

Even my friend Tom Martin, in the audience after having talked earlier in the day at TBEX Europe last Friday, perked up. He later told me, upon hearing the question, he thought, “Ooooh! This ought to be good!”

It’s not easy competing against those with big dollars. Whether through paid advertising, paid search or engaging agency partners with massive teams and resources, when you are a have, you can easily outshine the have-nots.

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More on Finding Your Content Mojo

by · August 7, 2014

In a conversation in the SME: Digital (SoCoCo) office, I realized I do not have a lot of online conversations about stuff people normally talk about on social media. I rarely rehash episodes of the Bachelorette. Never review a movie or rate a restaurant. And for the love of God, I do not care which member of the Breakfast Club BuzzFeed thinks I would be! (Bonus points below if you knew me in high school and want to tell people who I was.)

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Content Lessons From The Real Pros

by · July 21, 2014

Saturday night’s Dwight Yoakam show at the annual Forecastle Festival in Louisville was my fourth or fifth time seeing him. Not many famous people hail from my hometown, and fellow Pikevillians tend to keep track of the ones that do.

One subtlety I noticed about Yoakum’s performance this time around that was different than my previous concerts was the choice of material. Yoakam and band played a wide variety of his hits from as far back as Guitars, Cadillacs, Etc., Etc., his first album from 1986. At previous shows, he played mostly songs from whatever album he was touring to support with a handful of hits from throughout the years. He has always done a medley tribute to Buck Owens, including Streets of Bakersfield, but pretty much sticks to the current LP’s tunes.

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Eight tips to kick summer’s butt

by · June 18, 2014

It’s summer and in our house that generally means crazy town. My husband and I both telecommute, which is awesome and also a challenge. We both have flexible work environments so we split time during the workday and take turns as parents with our son.

To many people this sounds completely awesome and ideal. And in so many ways it is. What falls apart? Things like extra blog posts, webinars, working out, grocery store visits, you know… life. (I promise I’m getting to the point) And then it struck me, this should be the time of year when we appreciate the glory of summer and instead of freaking out about not getting to every little thing, we get a 10-12 week period of time to change gears. So, let’s embrace it with the following tips that we can apply to work and home:

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