December 9, 2013

Book Review: Epic Content Marketing

Filed under: Book Review,Digital Strategy,Marketing — Emily Reeves @ 6:37 pm

Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less, by Joe Pulizzi is a comprehensive guide to content marketing. Pulizzi covers an overview of content marketing, why businesses should be doing it and how — very specifically — to use it. This was a great book that I am going to recommend to any online marketer. And it is one that I am sure I will reference several times in the near future.

For a business book, this is a dense read at 300 pages, however, Pulizzi has broken the book into process and parts, making it easy to digest and understand.  On the first page of the book, Pulizzi powerfully states:

“Advertising is not dead, but content marketing is the driver that leading companies now use to capture the hearts and minds of their customers.”

While content marketing has been around for a long time, the term “content marketing” just started to trend with in the last 12 months. What exactly is content marketing and what is the difference between it and “content?”

“What makes content marketing different from simple content is that content marking must do something for the business. It must inform, engage, or amuse with the objective of driving profitable customer action.”

Do your customers really want content from you?

“Eighty percent of buyers prefer to get company information in a series of articles versus ad advertisement. Seventy percent say content marketing makes them feel closer to the sponsoring company, and 60 percent say that company content helps them make better product decisions.”

“Millennials, now between the ages of 19 to 34, actually expect brands to develop content for them, with 80 percent wanting to be directly entertained through content marketing.”

Throughout the book, Pulizzi provides example after example of brands that have had success with content marketing and exactly how they have done it. And the examples include big brands with big budgets and small companies with few employees.

The bottom line is that brands are now publishers. They have to be in order to pull in audiences and build relationships with them to influence their buying behaviors. This book provides that introduction and steps to becoming a content marketer. I highly recommend this book.

September 17, 2013

Video: KATV Interview on Digital Trends

Filed under: Current Events,Digital Strategy,Technology,Video — Emily Reeves @ 7:59 am

This morning I sat down with Chris Kane at KATV to talk about some of the latest digital trends: crowdfunding and short-form video. Watch the discussion here:
KATV – Breaking News, Weather and Razorback Sports

May 27, 2013

Talk Business Interview: Digital Communications & A Little Carry The Load (@CarryTheLoad)

Filed under: Carry The Load,Digital Strategy,Talk Business,Video — Emily Reeves @ 3:14 pm

I sat down with Roby Brock of Talk Business to talk about the latest trends in digital communications and we concluded the conversation with a plug for Carry The Load since it is Memorial Day weekend. You can watch the entire interview here:

March 9, 2013

#SXSW 2013: Brainstorming Technology First

Filed under: Business,Digital Strategy,Marketing,SXSW — Emily Reeves @ 8:49 pm

One of my favorite SXSW sessions today was “Brainstorming Technology First.” It was presented by an agency and they provided real examples with actionable steps for implementing a technology-first approach to brainstorming projects. R/GA created this process to counter the consistent problem they were encountering where an idea was generated then the question “is this possible” was asked to the technologist. Their desired outcome was to know that something was possible and that it was possible to do well as the idea was generated.

Tech First Brainstorming Framework

  • Still start with creative brief. But choose a technology that is relevant to the audience and hardcode it into the brief. It should be a technology that is specific to your audience. The more granular you can be, the better. For example, not “mobile apps,” but “Passbook for iOS.”
  • Time box brainstorm session at one hour. Get everyone on the team at the same time in the room. Present the brief. Then give them 5-8 people to silently write their own answers to the questions in the brief. It is really important to let them work silently first.
  • Spend next 45 minutes sharing their ideas and encourage creative riffing.
  • Then the senior leadership team should take the ideas and distill them and craft them into something presentable.
  • This is an efficient process because 90% of ideas that come out are feasible because we have embraced the constraints on the front end and we don’t have to ask if this is possible.

Examples of Approaches

  • Fill in the blanks: give people a grammar and a framework to tell stories.
  • Magnetic poetry: provide a list of descriptors and a list of technology, then mix and match to get creative.
  • Branded magnetic poetry: same as above, but brand specific.
  • Social media API roulette: pick two very specific API points from two different networks and ask what can be created by combining the two.
An example of the "magnetic poetry" approach to tech-first brainstorming sessions.

An example of the “magnetic poetry” approach to tech-first brainstorming sessions.

As technology is integrated more and more each day in our activities and communications, thinking about how an idea can be executed as part of the technology rather than being retrofitted into the technology is increasingly important. This approach to brainstorming can help agencies and brands make the transition in their thinking about technological communications.

 

January 4, 2013

Video: 2013 Digital Trend Predictions

Filed under: Digital Strategy,Social Media,Technology,Video — Emily Reeves @ 8:20 am

Yesterday morning I visited with KATV to talk about predictions for digital communications tools in 2013. Check out the video here:

KATV – Breaking News, Weather and Razorback Sports

December 12, 2012

Video: Talking Digital Trends

Filed under: Digital Strategy,Social Media,Video — Emily Reeves @ 2:30 pm

Yesterday, I talked with KARK about digital trends over the last year. You can watch the video here.

August 21, 2012

Shoes and Content and Video – Oh my!

Filed under: Digital Strategy — Emily Reeves @ 2:38 am

If Carrie Bradshaw taught us anything, it is that women are passionate about shoes. I am definitely passionate about shoes–looking at them, talking about them, buying them, wearing them–all these things make me happy. Nine West is tapping into this passion with their new online video channel dedicated to shoes: Channel 9.

This new channel has original content with topics centered on shoes, but covering fashion, make-up and life events (like Prom). Nine West says they will be producing 10 hours of content over the coming months. From NY Times:

“We are aiming to offer great stories, amazing personalities and practical information for every woman who loves shoes and fashion,” said Michael Rourke, the company’s chief.

This is a smart campaign because:

  • Cliched as it sounds at this point, content is king. The brand generating content that keeps consumers engaged, talking and coming back over and over again is going to win. And just because the content is about shoes doesn’t mean women will automatically build a community around it. At first blush, this content appears to be interesting, diverse and fresh. Time will tell if Nine West can maintain that.
  • Consumers want more video content. I reference that stat about 90% of online content consumed will be video by 2015 a lot, but it is just so overwhelming to think about until I realize how much video content I consume in a day and understand that prediction is probably pretty accurate. Brands like Nine West are recognizing that trend and jumping on the wagon to make sure they are left behind.
  • It is about shoes. And who doesn’t want to talk about shoes? (I am pretty sure I should be interviewed for the “Shoe Hoarders” series they are planning.)

Shoes and content and video – oh my, indeed.

August 17, 2012

Video: Digital News Weekly 8.17.12

Filed under: Digital Strategy,Social Media,Video — Emily Reeves @ 7:30 pm

A quick update on the digital news this week.

Digital News Weekly 8-17-12 from Emily Reeves on Vimeo.