Tag Archives: content

May 19, 2010 · 2:09 pm

Guest Post – Eric D.

My friend Eric has been mentioned in this space before as one of the “Ralph Moneybags” crew.  He sent me an email recently in which he raised a few thoughts I think are worth sharing.  I hope you do as well, and I’ve taken the liberty, with Eric’s permission to post an edited down version.

If you live in the Bay Area, you should check out Eric’s band, the Jack Aces.  Search around – there are videos!  I know we try to keep this space pretty apolitical, but although some of what he writes is in a political content, they’re really more substantive issues that aren’t part of the conversation, no matter how you feel about one answer or another.  The point he gets to toward the end was summed up nicely by old Kris:  Nothing ain’t worth nothing but it’s free. Let’s hear what you think! Continue reading →

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September 10, 2008 · 7:52 am

MIMA

The Minnesota Interactive Marketing Association does some interesting things.  One of them is to run an annual interactive summit which, over the past seven years, has become a premiere interactive marketing event in the Midwest.  They’re running a program now which is the topic of today’s screed.  This program – a blog carnival – asks folks to post on certain topics and the one I’ve chosen is “Where does content start and marketing begin…or vice versa?”

I’m not sure if any of you watch Mad Men but it’s well worth the time or some space on your DVR.  This week, a coffee client – Martinson’s – was presented with a new campaign designed to market his product.  The ad team offers the client a “song,” a mixture of a Brazilian or French guy singing about a “coffee-colored exotic girl” and an “exotic brew.” “Is this a jingle?” the client asks. The response is “It’s a song and it’s a mood. It’s definitely more than jingle.” Content? Marketing?

I don’t believe there is any differentiation between content and marketing any more. As stated in the Cluetrain Manifesto, “networked markets have no respect for companies unable or unwilling to speak as they do.” Creating content is part of the conversation these days – heck, it IS the conversation. When a commercial entity creates content, it’s marketing.

This post is a fine example. While I certainly have a point of view and want to convey it, I also have a consultancy that advises clients about issues such as these. MIMA’s readership, (hopefully), likes this content and emails me to begin a conversation about how I can help them. Voila! Marketing!

One needs to be mindful that “content”, in my mind, goes beyond advertising. It truly is something of value that advances and enhances the particular conversation. Cluetrain again: “markets are getting smarter—and getting smarter faster than most companies.” Part of that intelligence is the ability to distinguish 1.0 companies from 2.0, especially in the digital media. Marketing is content, content is marketing.

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June 3, 2008 · 11:05 am

Cash for Trash

A few years back, when I was running the NHL’s digital businesses, I took a walk down the hall to the office of the fellow that ran the events department. These are the folks who put on things like the All Star Game, the Draft, and even make sure that the Stanley Cup shows up when someone wins it (as Detroit should have done very early this morning – nice win, Pens, but BOY am I tired this morning…).

Outside of his office was a dumpster and in the dumpster were dozens of items such as street banners from old All Star games. “Whats all this?” my inquiring mind asked. “Garbage” was the quick response. “To you, maybe. To our fans, this is gold.” And the dumpster, once he had finished cleaning, made its way to my department where were promptly auctioned off the garbage for thousands of dollars.

How many content creators throw cash away because they have a narrow view of their product? While I’m not an advocate for things like Beckham’s used chewing gum becoming the basis for your business, if you’re creating content for one platform and not exploring or exploiting many others, you’re missing out. I do believe in The Long Tail as long as the incremental costs are justified by the returns (which implies you probably don’t want to – or have to – break the bank). This is the sort of thing I work on with clients.

Step back and take a look at the entirety of your output and then survey where your potential audiences live. I’m willing to bet you’re throwing away some pretty good potential revenue.

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