Business

On a Roll: Duck Brand Sticks With Customers
contentmarketinginstitute.com
Have you ever loved a tape’s print design? I mean, really loved a tape’s print design? Loved it so much that when that print was discontinued, you took to social media to express your disappointment? David Rodgers knows what it’s like when people get attached to their favorite tape designs. He is the senior digital marketing manager at ShurTech Brands, where he’s responsible for the Duck Tape brand along with FrogTape painter’s tape, Painter’s Mate Green, and the rest of the company’s DIY and home-solution brands. His team creates social media content for Duck Tape and monitors social media conversations about the product. Rodgers asks that everyone on his team signs into the company’s social-listening platform every morning. “It’s easy to become insular about your bran [...]
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Every Event Should Be Time for Social Media
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I’m a sucker for a good conference, particularly when there’s a vibrant hashtag to keep me entertained. The ability to discuss the presentations with other delegates as they happen is extremely powerful. On one level, there is a child-like thrill to swapping comments during a live event, akin to passing notes back and forth in class. (Yes, this can sometimes include heckling the speaker on stage.) On another, the discussion can enhance and support the content being delivered, particularly if the audience crowdsources extra information such as: finding links, adding fresh viewpoints, confirming statistics, or sharing full case studies only mentioned in passing on stage. Last year, I was invited to deliver a keynote talk on social media at an annual conference for conference organizers ( [...]
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Documentary Storytelling: 6 Examples From Brands That Nail It
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You would be hard pressed to find a marketer in 2016 who doesn’t believe that publishing content is as important or more important than paying for advertising. Yet somewhere in the race to publish more, hit more channels, and optimize reach, we’ve lost sight of the art of great content creation and the returns from more ambitious projects. In my mind there is not a more powerful – and more underused – medium than the documentary film. Brands rarely take on artistically complex video projects because they require a level of creative and technical talent that most brands (and even many of the agencies that serve them) don’t have access to. Of course there are some that pull it off beautifully. Brands like Patagonia are master documentary storytellers. These brands are immersed in t [...]
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Celebrity Shares How Brands Can Benefit in the Snapchat Scene
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Snapchat burst on the scene in 2012, but in those early days brands mostly stayed clear – in part because it became classified as the “sexting app,” and in part because it wasn’t immediately evident to brands how to use the platform. In the last year all that has changed. Snapchat added functionality that helps brands tell less-fleeting stories and reach a wider audience. Even more, a handful of Snapchat celebrities are gaining massive followings … and letting brands in on some of the fun. “With Snapchat, it feels less like a creator/viewer relationship and more like a friendship – like a text message between friends,” says Snapchat expert and celebrity Shaun McBride, who snaps under the handle Shonduras. He’s worked with many brands, including Disney and Red Bull. With @ [...]
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Inside the Mind of a Journalist in the Business of Content Marketing
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Cameron Conaway straddles two worlds. He’s an award-winning freelance investigative reporter focused on human rights. He’s also the content marketing manager for Flow, a task-management solution. Cameron believes journalists’ ethos can inspire marketing teams, and he entreats marketers to take bigger risks with content. CCO: Few marketers hire journalists to create content even though the topic gets lots of play. Give us your pitch. Why hire journalists as opposed to any number of talented writers? Cameron: The tides are turning. More and more people are looking to bring trained journalists on board. And more and more journalists are actually looking to get out of their industry and move into roles with brands. At the heart of it, journalism is an act of public service. And everythin [...]
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How to Attract the C-Suite to Your Events
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The insights and experience that come from interactive, interpersonal exchange — be it a salon, forum, conference, or a virtual roundtable — offer a unique experience that simply can’t be replicated in other formats and channels. Getting the right people in the room is key to your event’s success, and no audience is more challenging than the C-suite. The group is highly desired by marketers, but also frustratingly tough to convene. Top executives won’t take time away from the office unless they are convinced they’ll get significant value, and they will readily punt an invitation to their team if the case is not persuasive. In my work helping companies bring executive clients to the table, I have found three core elements to boost C-suite attendance and participation. The princi [...]
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How to Tell Stories Your Readers Crave: Ideas From a Content Powerhouse
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Unlike other companies that struggle to create compelling stories, Autodesk’s content marketing team wrestles with prioritizing an abundance of exciting topics to write about at the intersection of design, technology, and innovation. Go behind the scenes at a content powerhouse. Autodesk sells 3D-design, -engineering, and -entertainment software. It provides the tool kit that designers, architects, engineers, developers, artists, and even hobbyists use to create masterworks in their respective fields. Given this, Autodesk is in the enviable position of having not just one or two exciting topic areas to write about but many dozens of possibilities. From futuristic automotive design and sustainable urban infrastructure, to 3D-modeling and digital special effects in the entertainment indust [...]
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Why Automation Is the Future of Content Creation
contentmarketinginstitute.com
Editor’s note: We bring back Ann Rockley’s article on machined content that we shared last year. It originally appeared in the June 2015 Chief Content Officer. Want to hear the handcrafted-content side? Read Jay Acunzo’s original side of the debate. What’s the future of content creation? The future of content creation lies with intelligent content. Only by developing structured reusable content, enriched with metadata and supported by intelligent content technologies, can you hope to meet the ever-changing content needs of your customers and the proliferation of channels and devices they use to consume it. HANDPICKED RELATED CONTENT: 3 Worlds Unite: Content Marketing, Content Strategy, and Intelligent Content Is scale a problem for big brands or are all content marketers strugglin [...]
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