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The Fourth Question Has Changed

by · July 17, 2013

This is a strange time for marketers. So many of the fundamental metrics that have been essential to the business have been rendered either meaningless or less meaningful. The definition of “audience” has changed, and the math now reflects niches and behavior and tracking to a degree that is as useful  as it is maddening.

Some consultants will tell you that if you create great content, you don’t have to worry as much. And they used to be right. The successful marketers have injected added value to their messages – some opting for humor, some for utility, others for sheer journalistic weight. But the recipe for great content isn’t as easy as just adding butter (and given Paula Deen’s woes, butter might be the only entity that hasn’t cut ties with her.)

Still, there are some basic steps that you can walk through to ensure you aren’t entirely losing your way. Ask yourself:  


In Defense of Lists: Why People (Secretly) Love List Posts

by · July 10, 2012

Nothing rolls cynical eyes faster than the promise of understanding a complex issue with a quick and easy-to-read list.

And nothing will get eyes to glaze over more effectively than “yet another list post.”

“Top 10 lists are a tool of the Devil.”

“They’re usually bite-size chunks of nonsense.”

“List posts are now a big red warning for me that I’m being suckered.”

Everyone must hate list posts. Or so the echo chamber would have you think.


Social Media Explorers Head to Nashville

by · April 12, 2012

Editor’s Note: Andrea Cook has joined the writing staff here at SME as our event correspondent. She will be blogging and Tweeting from Explore Nashville tomorrow (and is even being trusted with my Twitter account to share insights from the day). So to introduce her, I thought she should write a little preview of what she’s expecting tomorrow. She’s a little gratuitous on making me sound good below, but she’ll get over that as she gets to know me better. Heh. Enjoy!


When Content Is Not King

by · July 27, 2011

You’ve done your homework, listened to customers, provided thought leadership and created great content.  You’re offering relevant, valuable information to your audience.  Now, if content were king that would be enough. But it’s not.

Isn’t providing information that leads people to know, like and trust you the essence of marketing? What more is there?

For one thing, there’s conversion.  Conversion tells you if your content moves people to act.  Did all that content drive people’s behavior in some way?

Content that doesn’t move people to ultimately take some kind of action doesn’t count. 


Twitter, Time Shifting, Technology & Television

by · February 25, 2011

Are you a “Time Shifter”? No, I am not asking you if you have the ability to slip in and out of the time space continuum at will. I am asking if you are among the millions of people who record your favorite television shows via Tivo or some other DVR device so you can watch them when it’s convenient for you?

An article posted by the AP back in August states, “Sixty-two percent of viewers across the country interviewed in a poll conducted for the nation’s largest cable company, Comcast Corp., said they have used time-shifting technology. Six in 10 people said they owned a digital video recorder.”


Overcoming the Obstacles of Translating Your Marketing Content for International Customers

by · February 4, 2011

The premise is quite simple. Make more money by selling more products to more customers. One of the best ways for brands to reach more customers is to reach beyond borders and across seas to introduce themselves to international audiences. The internet has made the world a more flat place. Anything that can be viewed or distributed online is available to anybody with an internet connection, anywhere in the world.

If your marketing content is doing it’s job, it is probably attempting to create an emotional connection with your customers. You pull together catchy phrases and thoughtful sentences designed to invoke good feelings in the hearts of all who read it. Problem is, much of that “feeling” gets muddled when translated for international markets. The words mean little if the intent behind them is “lost in translation.”


8 Principles of Karmic Communication

by · October 17, 2007

You don’t have to be a fan of Constantin Basturea or even a friend-of-a-friend of Christin Eubanks to know Converseon hires good people. But the person that hires the good people proved to be one his own self this morning as CEO Rob Key presented at SMX Social Media in the “Evangelist – The Marketer’s Role in Social Media Marketing,” session.

Peaceful As brand evangelism is what my agency does, I felt it so important to pay attention and see if there were any brilliant insights in the presentation, that I blew off a chance to talk Dave McClure’s ear off enough that one of his 500 hats fell off. Fortunately, he’s a fellow Mountaineer, so he’ll forgive me.