Content Marketing for Creators
Thinking back to the days when I worked in infomercials, it’s not surprising how many people in the business use the products they sell. When you are in the agency, you have a lot of direct access to the people who make the product. They answer all your questions about it, you often get to … Continue reading Traditional Advertising has Negative Brand Equity
Since any form of media can be classified either way, it might be useful to discuss what distinguishes content from advertising. Video, words, and images can all be used in both content and advertising, although they are usually combined in some form or another. Some forms seem to be emerging as fairly specific to content, … Continue reading How is content different than advertising?
For decades, traditional advertising has been involved in an escalating arms war with their customer. Cities pass laws to limit billboards, so advertisers buy bus stops and benches. Customers use adblockers and DVRs; advertisers sue OEMS, enact paywalls, and turn up the volume. Companies put hated auto-playing ads in web banners and on websites; customers … Continue reading Let Advertising Die Already
Music videos are perhaps the best example of content marketing. They tell a brand story, in a creative and engaging way, and generally don’t contain any marketing messaging at all. They even omit a CTA! And yet they have resulted in billions of dollars in album sales, year after year, decade after decade. Music videos … Continue reading Brilliant branded content: music videos
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