According to the famous 1993 New Yorker cartoon, “On the internet, nobody knows you’re a dog.” Are any of us – brands and individuals alike – really who we say we are? Welcome to the quagmire that is authenticity in social media. Watch your step. It’s a minefield!
“Authenticity” has become one of those marketing buzzwords I love to hate, particularly when discussing social media marketing. Sure, authenticity inspires trust, and brands need to be trusted if their marketing is to be effective. But I do take a perverse pleasure in watching marketers tie themselves in knots trying to explain how authenticity is to be achieved.
I’ve read a number of articles arguing that authenticity must be at the heart of any marketing strategy… while also insisting authenticity isn’t ab [...]
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For the past 20 years, my Boston-based practice has supplied content talent to Harvard Business Review and Fortune 500 CEOs, as well as more than half of the top 10 global management consulting firms, among others. On average, I turn away one in three prospects who get in touch requesting my services. Why? Many companies just aren’t ready to hire quality.
To gauge employer readiness – and to ensure that the executives I place will be successful and satisfied – I ask these questions of chief marketing officers. (And I think these same questions apply to candidates interviewing prospective employers.)
What motivates the hire?
Content marketing is a discipline that requires sustained commitment. When someone from a company calls me saying they are ready to hire a director of content m [...]
The content marketing industry is flooded with “rock stars,” and this has led many to think a content marketing strategy is about individual prowess. But this couldn’t be further from the truth. Peek behind great content marketing efforts and you’ll nearly always find a driven, well-organized team.
Jolie Miller, content strategy and acquisitions leader at LinkedIn, has spent much of her career leading the quiet, disciplined work of high-performance content teams. Here are her practical tips for what it takes to build, manage, and drive them.
CCO: Can you paint a picture of your personal content journey? When did you first take the creation of content seriously, and what about the process did you find (and do you still find) interesting?
Miller: I started in the content business ove [...]
The iconic actor Mark Hamill delivered a moving keynote talk at Content Marketing World, touching on his early love of comic heroes, the gratitude he feels toward fans, what it was like to reprise the role of Luke Skywalker in Star Wars: The Force Awakens, and his new show called Pop Culture Quest.
What stood out to us? Mark’s social media savvy (even while he professes to be a neophyte). Read on to hear about his foray into the Twitterverse and the lessons he’s learned from his successes … as well as his wrong turns.
On his hesitation to engage fans online
I resisted Twitter for the longest time. It just wasn’t on my radar. I did a low-budget film called Sushi Girl. The producers said, “It would really help us if you got on social media because we want to bring attention to the [...]
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Sometimes I wonder how I’m still allowed to write a regular column on social media, never mind that it seems to be reasonably popular. I’m unlikely to ever write about Snapchat, for example, partly because I still can’t get my head around the platform, but mainly because focusing on the technical minutiae of specific tools seems irrelevant. It’s like discussing the art of the novel by analyzing the brand of typewriter George Orwell used.
I don’t even like the term “social media” because it defines what we do by the tools with which we do it. Therefore, any discussion of social media can’t help but emphasize the role of the typewriter while reducing the importance of the writer and his craft.
And then there’s the buzzwordy-ness of the phrase. You’re more likely to hear i [...]