John Krasinski is joining Mad Men! Nah, just kidding. But he is joining the ranks of content marketers. Now he and I have something in common to discuss the next time we both attend the same dinner party. (Kidding, again!) [Read more...]
Although many digital marketers are still wrapping their heads around the Millennial Generation, there’s already a new cohort on the rise. Kids born between 1996 and 2010 are sometimes called Gen Z, the post-Millennials, or Generation C (for connected). I prefer to call them Generation Live – the generation that will be always on. And I don’t mean that they’re “always on” some kind of technology – a tablet or the Internet, for example – although that’s part of it. It’s a little more complex for this cohort. Unlike earlier generations, who could turn off their public persona whenever they closed the door of their home, this generation will be public-facing 24 hours a day, seven days a week, 365 a year. They’ll give new meaning to the phrase “all the world’s a stage.” [Read more...]
Are we past the VMAs yet? Can we stop talking about Miley Cyrus? Well, no. Actually, I want to take a swing. Whatever you think of Miley’s bold moves, you have to agree with her: it was a hot mess, but a strategic hot mess – one that yielded impressive digital marketing results. Sure, Miley has been a digital marketing success since Disney first aired Hannah Montana. According to Google Trends, she has been in the top 10 of its Trends Chart for actors for 78 months. (In case you’re wondering about the math, she was 13 1/2 when she entered this list.) But her future success depends on the transition from teen to adult. Perhaps Miley could make a classy transition like a few other entertainers (Justin Timberlake might be a good example), but there’s a good argument for taking the shock route. Look at her competition: Justin Bieber, Katy Perry, Lady Gaga, Britney Spears, and yeah, let’s throw in Taylor Swift. [Read more...]
Anytime I read about content marketing, the phrase “compelling content” inevitably appears. No one ever bothers to define it, and writers seem to accept that marketers know what it means. Because content is so wide-ranging – from how-to videos to blog posts to inspirational quotes – I think we all vaguely know what it is. But if I had to define it, I’d say it’s content that is newsworthy.