A great report from Kapost on the ROI of content marketing.
A great report from Kapost on the ROI of content marketing.
For anyone in the world of digital marketing this is a must read. Kristina created the first (real) book on digital content strategy back in 2009. The second edition was released in 2013. This updated presentation (released on the 6th July) takes you through what’s changed (and what hasn’t) in the world of content strategy over the last couple of years.
That’s me, the one with my back to you.
Great use of metaphor to show the younger girl going down. It could be interpreted that the older girl joins the surreal story as the man gets stabbed by the group. The girl needs to survive and forgive in order to allow the younger to be saved…
Andrew Belle (The Director):
I started in photography. I wanted to be a photo journalist and ended up loosing the passion for it. From there I moved into film. Music videos and commercial work thus far. The goal is to get enough films under my belt to confidently take on a feature that I’ve written. This film submitted is a great example of the kinds of films I want to make. A bit surreal and passionate with strong characters.
The study suggests that although Cohen’s attitude to the past has not changed radically from Let Us Compare Mythologies (1956) to Book of Longing (2006), his views have changed from bitterness prompted by time’s destructive force to acceptance of its work and the assertion of the power of poetry/art to withstand it; there is neither discontent with the present nor prediction of a catastrophic future.
The future of the autonomous car is like Southern Trains – everybody knows they’re coming, they just don’t know when. Many of the greatest inventors and technological minds have weighed in on the subject. Ray Kurzweil, Director of Engineering at Google and the man behind such predictions as the ability to upload your brain to the cloud and buy more synthetic neo-cortex directly from inside your brain as well as Geoffrey Hinton.
A new opinion on the subject caught my attention earlier this week. It’s an article from Wired talking about the associated space and design benefits of autonomous cars. Below is an extract from the article:
But it’s in Phase 3, after 2040, that the fun begins. This is the point where autonomous cars become our primary means of transport, and all the rules are up for debate. Just as car design will fundamentally change once things like forward-facing seats, mirrors, and pedals are no longer necessary, the way we structure physical space could evolve: McKinsey predicts that by 2050, we might need just 75 percent of the space we now reserve for parking our cars. Because this is America, that means we get back 5.7billion square meters of space—enough to hold the Grand Canyon and then some. That’s because autonomous cars can pack themselves together tightly (no need to allow space for human to exit).
More than that though, our entire idea of car ownership could change. Currently, cars sit unused about 95 percent of the time. That leaves a lot of room for improvement in terms of how we allocate resources.
We won’t stop buying cars altogether—people will still want the option to “independently drive and use the vehicle, and have fun doing so,” says Kaas— but we will buy fewer cars. Without the need for a human at the helm, one autonomous vehicle could take the place of two conventional vehicles: If Joan is going golfing and Joe needs to go shopping, a single car could drop Joan off at the club, swing back to the house to take Joe to the supermarket and back, then return to the club and get Joan. Kaas also predicts you could see the rise of private commuting services, shuttling customers around for a fee.
Wired article here: http://www.wired.com/2015/03/the-economic-impact-of-autonomous-vehicles/
No not a post about hallucinogenic drugs, but just as mind-expanding. These videos have inspired me and made me think about my marketing problems in a different way.
So I’m sharing them with you
This is four talks in one. APG has a great program of speakers and I particularly like Craig Mawdsley’s talk on how a brief can save an agency money (about 8 minutes in):
Academy Shorts is a great YouTube channel about film making. The Academy are the Oscars people. Love this video because I get so inspired by passionate people talking about what inspires them. This video makes be want to be the best version of me:
This video is both inspiring and sickening (when I was 15 I certainly wasn’t curing cancer, I was probably curing a hangover). Watch this video when you’ve got 10 minutes and need a bit of soul food.
Sarah Silverman: funny, provocative and will literally make you ask questions of your morality:
Beautiful video using colour screens as a narrative device. Love it and this is just one of many music videos he’s done that are really different.
The wonderful world of content marketers came together through the Kelvin Newman event, The Content Marketing Show. The FREE (yes FREE) event had some great speakers and I’d personally like to thank the organisers for the drinks afterwards.
You’ll be able to find the presentations on Twitter and I do recommend you try to seek them out. But what else has happened this week in content?
For some really nice brand content fun-in-the-sun!
Devinsupertramp is a big name in the world of YouTube creators. One of the craziest videos I’m seem from him was Boyfriend pushes Girlfriend off cliff. Good event and nice video piece will just under 800k views in 3 days.
Wired Money startup competition winner launches with a great new website and hugely positive press coverage
Bloggers were given supermarket vouchers and challenged to see whether they could feed their family on £30 – £50 a week. Some of the coverage:
These hilarious videos are so Meta that even the presenter might not realise how funny they are. They do speak to the benefits of the products as well. So win, win!
Tom Dinsdale‘s article is both eye opening and a little bit depressing when you see the examples of brand bots having a fully fledged conversation with each other (and you know what, it doesn’t actually look out of place on Twitter. Read the article on the Gray Tumblr account.
This video from ASDA is a very piece of content marketing:
Nice piece of content marketing from ASDA. The product shown in a good light and there is honest interest for the viewer as the video cuts together various BBQ contestants talking about their passion. This passion carries through the personalities in ASDA that make the BBQ products for sale.
In short: Interesting subject matter, not overly saley. It’s safe, but it shows safe can be entertaining if you get the execution right
Content marketing roles are an interesting thing. Take a look at this job board on LinkedIn:
I’ve seen jobs where a content marketer reporting into the board of directors and is called content manager, I’ve seen jobs where the content marketer reports into the community manager and is called content marketing director. The point is that there isn’t a definitive set of job titles for content marketing, less so a definitely organisational hierarchy!
So I got to thinking, why are we hiring for job roles, when in fact we should be hiring for personalities?
What are the personalities your content marketing team needs?
The person for whom content marketing isn’t a job but a calling. This person can stand in front of 1000 people and proclaim the second coming in the form of a “10 things about 10 things” article on Buzzfeed. This person will infect others around him/her. This person will champion content marketing outside of the core team.
What to look for: someone who’s drank the “Kool aid”; a true believer; a person who done it, failed and this keeps coming back for more.
This is someone who’s going to get the content out the door. It’s someone happy to say, “it’s not perfect but it’s 80% and we can get it live today and refine tomorrow”. This person doesn’t have to be the “boss”, they don’t even have to be a writer/producer they just need to have a drive to publish and promote, and they need to drive other people to publish and promote as well.
What to look for: deadline setting, self starter, possibly someone with experience at Lean startups.
If the doer is all about getting stuff out the door, the thinker is the traditional planner personality. They want absolute perfection, they want a clear line of sight to the end goal, they will debate and discuss and contemplate all day if they could. Together the thinker and the doer will battle for the balance between thinking and doing.
What to look for: strategic thinking, the ability to weave a story around anything they are saying, someone very unlikely to give you the solution there and then.
This is the person who’s going to step over anyone who gets in their way. This personality is going to help you in the long run. Maybe content marketing is the buzz word in your organisation at the minute, but not for long. Soon there will be a newer, younger, pretty service to sell and important people will start forgetting about you. The wolf isn’t interested in cool or new, they have a job to do: to keep knocking down the door to long after anyone else would feel it’s acceptable to do so.
What to look for: someone who’s going to run at walls because they want to succeed, not because they are interested in the “cool”.
This person is the creative powerhouse behind your content marketing. They are relentless in the pursuit of creative excellence. They probably don’t care that much about content marketing, to them this is just the canvas on which to paint their art. They will inspire others around them to think creativity. This person is your best chance of winning an award.
What to look for: a great creative is part visionary, part pragmatist. The creative personality in the world of content marketing needs to be able to communicate ideas that are longer than a single campaign or burst of activity.
The money. The person who’s going to keep the commercials intact. The person who’s comfortable saying no. This person is more interested in making money than some great creative or strategic success. They are also willing to bet against the perceived wisdom of the crowd sometimes to get their results.
What to look for: commercially driven with a good foundation in the craft, someone who understands the value to the business and someone who can cut through creativity and strategy to deliver a commercial success.
Am I a “content strategist”, “content manager”, “content, search and social director” or “digital account lead”? These are all jobs roles being advertised on any number of job boards. The answer is that is doesn’t matter.
It’s about a personality and to build a sophisticated content team, it’s about the personalities of the team not what they are called.