Welcome to the latest episode of Explore Marketing Uncensored, Social Media Explorer’s official podcast. Explore Marketing Uncensored is your one-way ticket into the twisted minds of some of the greatest digital marketing and social media thought leaders around. The goal: to provide marketing executives with the knowledge they need to be rock stars in their organization.

On this episode of Explore Marketing Uncensored, host Jason Spooner sits down with Barry Feldman, founder of Feldman Creative, to discuss whether or not content truly is king in digital marketing. Primed with examples, Barry presents a powerful argument that it’s not content that is king, but context that sits on top of the throne. We also discuss the nuanced differences between good and great content, why it seems some companies are holding themselves back when it comes to producing great content and what women really want. Surprisingly, it isn’t Mel Gibson.

Don’t miss an episode Explore Marketing Uncensored! Subscribe to the podcast through iTunes and receive the latest episode on your preferred podcast listening device.

Show notes

Feldman Creative – Barry Feldman’s company website

The Plan to Grow Your Business with Effective Online Marketing – Barry Feldman’s Ebook

Holy Sh!t Content with Jason Falls – Link to EMU episode with Jason Falls

Oreo Cookie Content – Example of great content

Erica Napoletano – Author of The Power of Unpopular

Red Bull – Example of great content

Tour de Fat – Example of great content from New Belgium Brewery

Netbase – Example of great B2B content  

 

Can’t Listen Right Now? Complete Transcript below:

Announcer: You’re listing to Explore Marketing Uncensored: everything you need to know about marketing, and a few things you didn’t. Now, here’s your host, Jason Spooner.

Spooner: And welcome to Explore Marketing Uncensored, Social Media Explorer’s weekly podcast. My name is Jason Spooner, your host. Joining me today, none other than Barry Feldman, king of content. That’s how I want to describe him. Barry Feldman’s the founder of Feldman Creative, feldmancreative.com. He joins us today. He is a content marketing extraordinaire and online marketing genius. And after such a big intro, I hope you can live up to that, buddy.

Barry: Yeah, yeah. Thanks so much. I can only disappoint now. [INAUDIBLE] Genius.

Spooner: There’s nowhere to go but down. [LAUGHTER] On today’s podcast, on today’s show, we’re going to be talking about content marketing—what to do, how to make it successful, where to put it in your business, and what you need to know to produce the best you can and get out there and sell those dollars, make those dollars.

Barry: Right on, right on. Let’s do it.

Spooner: All right. So let’s just start things off, right off the bat, easy question. Everyone says that content is king. It’s kind of a cliché, but everyone’s saying it. Do you agree, Barry? Is content king?

Barry: I don’t agree, and I don’t propose that anybody who wants to get somebody to pay attention and listen opens the conversation with a cliché. It might have caught on because it’s an effective marketing technique. So it—if it a king is a royal appointment, it trumps almost everything in the deck but the ace. So the ace is really connecting with your customers and content marketing is king. It’s right up there with the best of them because it’s proven to be an effective way to connect with your customers. But people argue, “This is the queen, and the king has to answer to the queen,” and it’s not really content that’s king, it’s context that is king. So it gets kind of confusing. Nothing’s king. And if what we mean by that is the king rules, content doesn’t rule. It might be the most effective way to market your company today, in this relentless sea of noise, and therefore it’s drastically important. It’s royally special. The king thing is not totally out of whack in terms of what it actually means. But we’ll have another king someday.

Spooner: That’s a good point. I like that though. So content’s king is what they say. I always wonder, what’s the joker? Is the joker viral marketing? Is that the joker?

Barry: So the joker is the marketer who keeps making the same mistakes over and over again.

Spooner: You know what? The joker’s the person that uses the cliché content is king. That’s who the joker is. Right. But there’s no argument that producing great content is important. There’s no argument at all. So my question—I’m sure the listeners are asking this question too. What makes content great? Or as Jason Falls likes to say, “holy shit content.” That’s what he uses. How do you know you have great content on your hands?

Barry: I heard Jason speak on that, and I think if the content invokes a “holy shit,” it’s great. It did something that you—beyond your expectations, and it’s likely to be shared and spoken about. And it’s likely to turn you into a reader or a viewer or consumer of some sort, because we live for those “wow” moments, “holy shit” moments, call them what you will. You could read a 10-page manual or how-to or e-book, and sometimes those things are packaged as blog posts. I don’t know that your first reaction’s going to be “holy shit,” because it has some sort of emotional resonance or shock value or anything like that. But you might react that way because it was more than you expected. It was great, it was massively valuable. I’m going to come back here because I learned a lot. So what makes content great is defined by the user, and what they consider valuable. I look at—I was just writing a story, just now because of the popularity of Oreo cookie and what they do for content. And so my question is, is Oreo cookie sculpture or Oreo cookie art, is that content? It’s not content that I would recommend you do, if you sell computer wares. But would I tell Oreo cookie they should make white papers? [LAUGHTER] It is content, and it’s great content because it creates a conversation about Oreo cookies. It winds up—if it starts on Facebook, it invariably winds up on Instagram and Pinterest and all visual media. And so I think what makes content great is understanding what your customers think is great. How you can help them get what they want. In business to business, that’s certainly as simple as how to do their job better. And so most content is—that we call content is business to business, and most content’s purpose is to help the recipient of the content do their job better. You can’t really eat an Oreo cookie wrong.

Spooner: [LAUGHTER] I don’t know, man. I’ve seen some people that do horrible things with their Oreo cookies. They’re taking it apart. They’re breaking it up into sprinkles and then they’re using that. I don’t know. I’m a purist, man, when it comes to my Oreo cookie.

Barry: I guess I uncorked that little—[LAUGHTER] I guess you can eat an Oreo cookie wrong. But it would make for an uninteresting content strategy or approach. Download the white paper on how to eat an Oreo cookie wrong. “How to do your job wrong” is extremely compelling content. It’s probably so compelling, probably like my favorite thing to do. But that story that I was talking about really shows another end of the spectrum. If you read daily something like Social Media Explorer, it’s because you want to get better at social media and online marketing. And so if you visit Oreo’s Facebook page daily, it’s ’cause it’s fun.

Spooner: Exactly. And the white paper on Oreo wouldn’t be fun? I’d read that five-page—

Barry: When the phone rings and it’s Oreo or Nabisco, I’m going to say, “You’ve got the wrong guy. You should be talking to Spooner.”

Spooner: I’ll write that. It’ll be great, tons of charts.

Barry: I’d love, if time allows, to talk about what makes content not great. These are the things to avoid. But if you need a universal answer for what makes content great, it’s appreciated and valued.

Spooner: You know what? Let’s go answer that question then right now. What makes content not great?

Barry: That’s a long list.

Spooner: Give me like the top three. Top three things that would make your content not great.

Barry: Forgetability, back to Mr. Falls and his “holy shit” response. I like to say you either get remembered or you get forgotten. And then that applies to almost everything—speaking and advertising and any form of art. The first thing that makes content weak is status quo content, par for the course. You say, “I’m a copywriter. The best thing I could do is educate people on copywriting. A lot of my ideas are going to come from things I’ve read by recognized experts in copywriting.” And you do the same predictable thing, without putting your personality into it or a twist or a surprise. So I think more content is forgettable than memorable, and that’s why Jason presented that way. And so the #1 content killer is forgetability. I don’t know that these should be really in order of priority, but certainly amongst the top three of what makes content weak would be misunderstanding of who it’s for. Every audience has different needs, and in online marketing, we often call those personas. I don’t know that everybody’s joined the persona train, but whatever you do to psychologically, demographically, geographically profile your audience is a vital preamble to getting into content. You have to understand your audience. And so the biggest mistake by 10 miles in content is companies talking about themselves and their products, when they don’t understand that people that are early in the sales funnel, to borrow yet another tired metaphor, are not necessarily interested in their products and services. They’re interested in themselves, and they have a problem, and if you want to hook them and find out what their email is so you can keep in touch with them, you have to answer very basic questions. You have to understand what their questions are. So that would be amongst the list. Give me a second here. I was working on a paper about that. And I have a number of things. I could go on. I was writing a story called “Why Is Your Content Boring?” so it’s not really—this is almost specifically about the forgetability factor. But I think a big mistake is using templates. People sort of just repeat what they’ve seen because they think it catches on. I think the tail wags the dog way too often, and that sort of traces to my answer I gave a second ago. That you didn’t really understand what turns people on and who those people are. A really large problem is a lack of personality. I think you could write a super informative, helpful piece, or make an informative, helpful video or infographic, what have you, but it doesn’t have your voice. Therefore, nothing makes it truly branded and it just doesn’t get put in that disc drive in between your ears. Because it might have been good advice, but you can’t remember who it came from. Content misses the mark a lot when you’re speaking above or below the person, so you really need to understand where they are in the buying cycle and what level of sophistication they do or don’t have. And that goes to the next point, that content is going to fail if it’s in the wrong place. If you stick a white paper on Instagram—I’m not even sure you can do that, but let’s say that—

Spooner: [LAUGHTER] Here’s a picture of a white paper.

Barry: Yeah. And you know what really makes content bad, versus what makes content good? This sounds a little self-promotional, but content created by amateurs. We’ve lowered the bar so much. We’re talking to cameras with lenses this big, or at least I am. It’s on the front of my iMac. So I could be a TV producer, and nobody at YouTube’s going to tell me I can’t be. So the bar for what we call TV now is very, very low. That’s no rap on the people who are doing homemade videos, or YouTube. But the bar to be a publisher, to be a SlideShare presenter, or a slideshow presenter, the bar to be anything in the content realm barely exists. So people say, “I can do that.” Same thing happened in 1984 when the first Macintoshes came out. Everybody goes, “I can do desktop publishing or graphic design.” Did they know anything about graphic design or photography? The answer’s no. So you’ve got all these hacks doing content because it’s king.

Spooner: Even in the ’80s. I tell you, what I liked—’cause I thought that list was fantastic. And the one thing I certainly do agree with you on is, if your content doesn’t sound like it’s coming from your brand, if it’s inauthentic, or just completely a mismatch of who you portray your brand to be—for example, Oreo’s putting out a white paper. Not only is that going to be bad content, but in my mind, that’s going to be damaging content. The second you introduce confusion into the content process, or the content absorption process by the reader, that’s the second you’re not only being forgotten, but you’re being negatively associated with.

Barry: All right. This typing you hear is me adding “confusion” to my list. That’s killer.

Spooner: [LAUGHTER] Well, thanks. I appreciate it. So you brought up this point about how the bar’s so low now that everyone with an iPhone, a microphone, or a pen can become a content producer or content master. So in this crowded space, how do you make your content stand out?

Barry: Well, I guess you flip back to five minutes ago, when you asked me how you make it blend in or be boring, and you try to do the opposite. And so it’s going to align with, what are the needs? When do the people need it? Where do they consume it? Those are the basic things. But I think if you want to expand on that answer, you get the people that are the best at what they do to do it. and that does not mean the CEO cannot be a contributor to the blog, if he’s a mediocre writer. He can be, but you [INAUDIBLE] the best. If you get great writers to do the writing and you get great designers to do the design and you get great interviewers to do the interviewers or speakers to do the speeches or the podcasts, that’s how you make it great. There was a question, I guess and sort of the template, if you will, for this conversation, is a story I wrote called—what was that story called? “12 Brutally Honest Answers To Your Content Marketing Questions.” Can I be the interviewer for a second, Jason?

Spooner: Absolutely.

Barry: How can I create high quality content easily and quickly? And I guess the reason why I called my story—or used the word brutal, brutally honest, in the title of the story is, the answer is you can’t. Wake up. You think your favorite movie was created quickly and cheaply? You think your favorite book was created quickly and cheaply? If you want to make something great, you’re going to put some effort into it. And if it calls upon skills you don’t have, you better go find people that have those skills. So I had kind of a pithy answer, I guess, to how do I make my content stand out. My answer was “grow a pair.” It’s not the only way to make it stand out, but it’s certainly a great way to make it stand out. What’s her name? Her name is Erica Napoletano. You know her?

Spooner: I’m not too familiar with that name, but it does strike a chord.

Barry: You’ll know her when you see her. Wonderful writer, speaker, online marketing consultant. And I guess that’s her brand. Her book is called The Power of Unpopular and it’s catching on nicely. And Erica says if you want to aim down the middle of the road, as most do, guess what happens? Guess what you find in the middle of the road. You find roadkill. So she makes the case in the book, from page one to the final page, that it’s powerful to be unpopular. That any brand that ever achieved superstardom and widespread acceptance because of its quality was unpopular with a group. Maybe a bigger group than it was popular with. For instance, Apple. Right? It remains unpopular with people that buy computers for their offices, right? It still has a very, very small section of that market. But they stuck by their guns and they have perhaps as much integrity as any manufacturer that we’ve ever seen. And therefore they weren’t afraid to be unpopular. And all great leaders ruffle feathers with their ideas, so I think when you grow a pair—when you’re not afraid of hitting a nerve, not afraid of starting an argument, not afraid of somebody taking a counterpoint to you, and not intending to travel down the middle of the road, your content can be great. And you don’t have to have everybody agree with you. Ultimately if that’s the ticket into being your client, it would be better if they agreed with you. Content serves that purpose too. It’s a great qualifier. But for instance, I wrote two pieces on my website this week that are about thought leadership. And the first one was inspired by me reading a profile on Twitter of somebody who called themselves a thought leader. And I said, “What an arrogant thing to call yourself.” I think it’s good to be a thought leader. It’s good to practice the type of communication skills it takes to become one. But you’re not a thought leader unless somebody calls you one. If you just say, “I’m a thought leader”—and even if you are, it’s very arrogant. I said in the story, “If I had oodles of money, would I introduce myself as a billionaire? If I was as good looking as Jason Spooner, for instance, would I say, ‘Hi, I’m Jason and I’m a sex symbol’?” That’s a turnoff.

Spooner: I’m flattered by that one.

Barry: Well, you were just conveniently there. I can think of—

Spooner: Don’t take it back. You can’t take it back.

Barry: Well, when I wrote that story about what—about my opinions about self-anointed thought leaders, I pissed a lot of people off. And I’m loving that. The commentary stream went from there and it keeps growing daily on my website. And then I thought, “I better get this on a few LinkedIn groups,” and it’s on fire on LinkedIn. And it’s fun to respond. Everybody doesn’t have to have the same exact point of view.

Spooner: Right, no. I think that’s a good point. If you want to stand out, you need to produce different content. If everyone’s producing and saying one thing, and you don’t want to get lost in that shuffle, say something new and don’t forget—grow a pair, as you put it. Be a little edgy. You can produce great content and be above the status quo, or you can argue against the status quo. It’s just a matter of making it good. Making a good argument, providing backdrops of information. I think if you, Barry, had just written a tweet, “You can’t be a thought leader unless someone says it,” it wouldn’t have the same impact as the thought you put behind those blog posts. That’s what made it great content, and that’s what made it stand out. It wasn’t just an irate thought or errant thought. It was a documented argument, and a case, and that’s what makes great content. The heart and the passion that goes into something like that.

Barry: Yeah, well said. I mean, you could—if you’re pugnacious, you could go start a lot of fights all day long, especially with tools like Twitter. So yeah, you have to have a point of view, and that point of view is going to be agreed upon amongst some, and not amongst others.

Spooner: Yeah. So let’s switch gears a little bit here. In the world of business today, who do you see is doing content right? Like, who’s producing great content?

Barry: I wish I had better answers. I’ll tell you a few examples I think are great, and then I’ll try not to—like if you asked some of the pundits of the business—notice avoidance of the word “thought leader”—they’ll tell you Coke, Oreo, Whole Foods, Starbucks. They’re big brands, and they are creating great content. There’s reasons to solicit their brands and talk about their brands beyond the products that you buy from them. Red Bull comes up all the time. They are in basically the publishing business, and they have a channel, a website completely committed to extreme sports. Well, they don’t sell extreme sports. They sell caffeinated, sugary water stuff. And so they have a great content marketing strategy because it’s sticky and people come back to it. And they’ve affiliated themselves with the extreme athlete, which is good. The people that drink those drinks probably fit that profile rather nicely. My world, my cubicle-ized world is so glued to screens of every size that most of the content that I consume is in an effort to wrap my arms or my brain around content itself, and online marketing. So my favorite content marketers know more than I do about it and help me. And those are generally software companies with a great understanding of what their audience needs are. For instance, Marketo, Radiant Six. They were recently bought, I think, by—what was it? Sales Force? Sales Force is a great example, so I’m in the B2B space now. Aloqa. These brands—HubSpot—these brands make stuff that make me better at my job. That’s the definition. So those are great content marketers. And they’re everywhere. It kind of depends on the channel. I had podcast myself called Content Marketing Minds, and it wasn’t interviews about how to do this and how to do that. It was interviews with content creators who impressed me with how creative their content was. It wasn’t the expected content. And so one of my favorite was New Belgium Brewery.

Spooner: Yes.

Barry: Known for Fat Tire. So they have super cool stuff that, for people younger than I that play around online with art and images and video making, they have events. I went to their event last summer in San Francisco, where it’s like a circus meets a parade meets a brew fest meets a rock concert. And talk about great content. Not everybody agrees that events are content, but they’re certainly treating it as content. And so they’re way up on my list. And really, really creative with what they’re doing. And they’ve created a massive tribe. I drink their beer now because of the emotional connection we made. And so they’re on my list. Somebody who comes up a lot on Social Media Explorer is on my list: NetBase. NetBase has a place in Social Media Explorer, and vice versa. And so NetBase is a software company, and if they only talked about what their stuff does and how you buy it, it would be extremely dry.

Spooner: Right.

Barry: But it’s what do they call it—social engagement monitoring—something like that. Sentiment analysis.

Spooner: Sentiment analysis, correct.

Barry: Yeah. That’s a great term for what they do. So they came out with this thing called the—well, first they came out with this thing that was, what do women want? And it was based on a survey, and it was shocking, surprising answers. And I think the winner was Ice Cream. [LAUGHTER] They made an infographic. Their marketing person asked me that question: “What would you guess?” And I said, “coffee or Starbucks,” and she goes, “That was #2.” So I did pretty well. But they want ice cream. And they did, what would men want? And you’d think the #1 answer was sex, and I think it was nice cars. I don’t know. Some—[INAUDIBLE] superficial as men actually are.

Spooner: No. I think those are all great examples of content. And I think you really struck a nerve with me when you said that the great content that you’re seeing from B2B brands isn’t when they’re talking about themselves. It’s when they’re producing information, entertainment, or valuable information that makes you better at your job that aligns with their brand goals. If NetBase is selling sentiment analysis, they can talk to you until they’re blue in the face about Sentiment Analysis, and you’re not going to care. But by showing you sentiment analysis in action through these infographics and charts, what women want, what men want, that’s how you communicate your brand message through a way that gets absorbed through that content. So let me ask you this, then. What do you think is holding back companies from producing great content?

Barry: I wanted to get to my part two of NetBase. Can I tell you that one?

Spooner: Yeah. Let’s part two it up.

Barry: All right, OK. So part two. They can’t rest forevermore on the information they produce with what men and women want. So then came the presidential election, and they created this thing called the Election Mood Meter. And it, in real time, had the four candidates, including the vice presidents, showing whether the sentiment on Twitter was positive, neutral, or negative. And the needle moved based on however many tweets happened about that candidate in the last 10 minutes. And of course it lit up during the debates. It lit up during the election. And so talk about something that gets thrown over the cubicle. If you go, “Hey, Dan. Did you see this?” That’s going to start a conversation about NetBase, so that’s great content, and not—nobody’s going to throw a white paper about sentiment analysis over the cubicle wall, unless the guy next door is soon to make a decision about it. They got in the conversation by simplifying what it is. What’s sentiment analysis? Well, it’s a little bit different to every customer, but it’s not thumbs up or likes or follows. It’s what people are saying. It’s contextual. They figured that out with these little almost volumeters for Twitter, which was adorable. So squeeze that in. The question was what?

Spooner: The question—what’s holding companies back from producing great content?

Barry: Well, lack of imagination or resources has to come first, I suppose, if—back to the things we talked about already in the interview was misunderstanding of what it takes to be remembered and stand out. That’s certainly going to—the problem is not going to be solved until the resources are put in place, which often costs money. There’s this bad misunderstanding that now that everybody has access to online assets all the time everywhere, it’s free or cheap to do marketing. Social media marketing is free, and content marketing is free. And that’s not true. That’s wrong. The price doesn’t attach to a bill you get from a media company, generally speaking. But it’s far from free, and the ones that do it well put a lot of time into it, and hire people that are talented. So that’s what’s stopping them. And then, you know, also you could say what’s stopping them from getting into it in the first place, and that’s a misunderstanding of its value, and there’s a lot of CEOs who are just too old school. I think—I gave you a shout out with that satirical thing I wrote on Social Media Explorer just this week, about how absurd social media is to the CEO. And made a parody of that by comparing it to the telephone. Just too many people to say, show me a straight line from the investment I made to the return I get. And in content marketing, social media marketing, even SEO, those lines are not straight, and they’re not very short lines. It takes patience and expertise.

Spooner: And I would say that those—not only are they not short, but they’re not silo-ed. SEO, content, social—they’re all part of the same umbrella type of marketing. You cannot have successful content marketing without a good background of SEO. You can’t have good social and actually get ROI out of it unless you’re producing great content. You’re not going to see a single return on investment from a single channel. It’s about all pieces working together.

Barry: Totally agree. If you don’t have—I mean, think the cornerstone is content, and the cornerstone of content is your blog, at least for getting started. But the reason I say that is, there’s nothing to do search engine optimization about and there’s no conversation to have on social media for business to business purposes without content. I wrote a story for  one of the many places I write articles for called—I don’t remember exactly what it’s called, but I called online marketing a stool that collapses without the four pillars. And so content’s one of them. Social’s one of them, search is one of them, and analytics is one of them. We haven’t got to that, and we probably won’t, but if you’re not constantly measuring what is and isn’t working and refining accordingly, you’re destined to fail too. And then I wrote the e-book that I’m often pitching in my articles, called “The Plan To Grow Your Business With Effective Online Marketing.” Because I don’t like when people take that silo-ed approach. I don’t like when the phone rings or somebody fills out a contact form, contacts me and says, “I would like to have better keywords” or “I would like to have more effective use of LinkedIn.” I’d like you to have that, but we have a larger problem. What is it? We’ll get started with the tactics after we figure out what the problem is.

Spooner: [LAUGHTER] “I want better keywords.”

Barry: But that’s a pretty extreme example. People say, “Will you do my blog?” And that’s an obvious thing to ask, ’cause they found me through blogging, and I like to think I’m good at it, and I’m a copywriter. But blogging’s not going to work in and of itself either.

Spooner: Right. I mean, who are you writing for? You have to have the right topics. It’s all part of that same plan.

Barry: My blog’s growing in popularity, but why? One of the reasons is I guest blog all over the place, anybody that’ll have me. I’m going to audiences that are larger than my own. And yesterday the #1 driver of traffic to my website was LinkedIn. Why? ‘Cause I’m putting a lot of effort into making connections on LinkedIn.

Spooner: Cool. Cool, well this has been an excellent conversation. Barry, I really appreciate you joining me and sharing these insights and the good content marketing. And we like to close these things out with a little bit of lighting round-style questions. So I’d like you to participate in this with us. I’m going to ask you four questions. I’m sorry, what?

Barry: Is that part optional?

Spooner: No. It’s 100% mandatory. In fact, this is the only mandatory part of the podcast. Everything else you said was optional, but this part—this was mandatory.

Barry: Well, if I clunk it, can we redo it?

Spooner: [LAUGHTER] Absolutely.

Barry: All right, shoot. Four quick questions. And I have what, like one second to respond?

Spooner: Yeah. Just whatever pops in your head first. Could be a single word, could be a small sentence. That’s the whole reason we do this. Question 1: what do you think really works in marketing right now?

Barry: Engaging with your customer.

Spooner: All right. What do you think is broken in marketing right now?

Barry: Failure to understand affectivity.

Spooner: If you could advise a CMO to focus on improving one part of their business, what part of the business would you choose?

Barry: Content marketing.

Spooner: And lastly, what gets you excited when you think of the future of marketing?

Barry: Oh, everything. It’s gotten more interesting than it ever was, because marketers, if they’re playing the game right, know me better than ever. So personalization.

Spooner: Personalization. That’s great. Well Barry, thanks again for coming onboard. I appreciate your time. Appreciate all the insights you gave. The website is feldmancreative.com. The e-book mentioned, “The Plan To Grow Your Business With Effective Online Marketing,” is found on the site, under the free pointers section. Barry, thanks again. Thanks so much for coming onboard.

Barry: I appreciate the invitation. It was a lot of fun being here and talking to your audience and talking to you, Jason. So thanks.

Spooner: I had a lot of fun too. My name is Jason Spooner. Have a great day, everybody.

 

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About Jason Spooner

Jason Spooner

Jason Spooner is the Director of Client Services for SME Digital, the digital marketing extension of Social Media Explorer. During his career as a digital strategist, Jason has worked with a variety of large and small companies including: NAPA AUTO PARTS, NASCAR, Kraft, Wal-Mart and Wrangler. His passion: creating powerful digital marketing strategies that drive results. Oh, and he does improv comedy. Follow his antics @jaspooner.

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