One has to wonder whether humanity is capable of making a better world with technology. This is a central theme in many arenas, from government policy and online conversations to Hollywood movies (even kids movies like Cloudy with a Chance… Read More »Can We Handle Technology Responsibly?
The coupling of the words “content” and “marketing” creates a debate centering on the differences between publishing and selling.
By its very nature, marketing is a function of sales.
As such marketing communications activities, regardless of form — search, email, publicity (on behalf of a company), content creation, social, events, etc. — all represent activities to engage people in a sales process OR support brand reputation, which in turn, increases the likelihood of further sales, recruitment or investment later in time.
I can see why content purists, particularly those with a journalism background, flip their fricking lids at the very phrasing of “content marketing.” After all, they publish quality content.
Read More »A Content Marketing Debate
I’ve been thing about writing and commenting online lately. Probably more than most, I have a history of mixing it up and leaving a comment or three that left heads spinning. In the past year, I’ve made a move to practice more loving (or benevolent) speech online.
Choosing to invest in kinder speech, and to not leave a path of strife on the interwebs requires mindfulness and acceptance of my character defects. I don’t pull punches. When it comes to tough discussions, I fight to win. That means someone’s going to be upset most of the time.
Perhaps you have seen the preview episode of The Pitch, AMC’s newest show about the advertising industry, which debuts on April 30. In this first episode WDCW competes against McKinney Advertising for a Subway breakfast ad campaign. While dramatic and entertaining, the episode also perpetuates several bad practices that plague the entire marketing sector.
This “reality” TV approach focuses on the tension of competitive pitching for major accounts. It assumes that winning depends on the creative that resonates most with the decision committee. In this case a Mac Lethal video-inspired campaign from McKinney out duels WDCW’s zAMbie campaign for Subway’s breakfast line.
But nowhere in the episode do we see serious conversations about the following:
Read More »Why “The Pitch” Will Perpetuate Bad Practices