Recording now available! https://soundcloud.com/officialsxsw/go-home-marketing-you-are "In order to succeed into today's competitive digital landscape, companies must leverage mobile enterprise technologies while engaging in social media cross-channel in agile content marketing blah blah blah." Sorry, marketers. We can’t hear you, because we have collectively, actively stopped listening. Your ads, your overloaded websites, your sponsored content, your "infotainment series"—these are not the things we want or need. What we need, dear people, is for you to pause … and breathe. Stop treating every day like a fire drill. Momentarily ignore the shiny new trends. Instead, take a look at the things that are (still) fundamentally broken. Your message is splintered. Your teams are siloed. Your technology is backwards. Your content still sucks. So let's sit down together and talk about a whole new world of marketing, one where pragmatism and principle drive a new kind of innovation: fixing what's actually broken, versus finding new things to break.
According to a recent poll of various web-based media producers, content could be hotter, more social, more shareable. “While there is certainly buzzworthy content out there, some of which is even snackable, I do think content in general could be more relevant, more bite-size, and make a stronger brand impression with trending keywords and a more responsive design,” poll respondent Mark Zeligman told reporters, noting that the last piece of content he came across was an infographic that was neither flexible, timely, viral, nor engineered to maximize reader engagement. “After all, can we honestly say the content that’s out there right now is as buzzworthy and highly shareable as it could be? Does it inform, engage, and convert? Is it digestible? Does it both increase impressions and amplify the brand? I think you’ll find the answer is no.” At press time, poll respondents reported that when it comes to content, you gotta start thinking more bullet points, more lists, more visuals, more short- form, more microcontent. – Feb 3 2014 The Onion Go home marketing, you are drunk. Kristina @Halvorson #drunkmktg
Transcript
According to a recent poll of various web-based media producers,
content could be hotter, more social, more shareable. “While there is
certainly buzzworthy content out there, some of which is even snackable,
I do think content in general could be more relevant, more bite-size, and
make a stronger brand impression with trending keywords and a more
responsive design,” poll respondent Mark Zeligman told reporters, noting
that the last piece of content he came across was an infographic that
was neither flexible, timely, viral, nor engineered to maximize reader
engagement. “After all, can we honestly say the content that’s out there
right now is as buzzworthy and highly shareable as it could be? Does it
inform, engage, and convert? Is it digestible? Does it both increase
impressions and amplify the brand? I think you’ll find the answer is no.” At
press time, poll respondents reported that when it comes to content, you
gotta start thinking more bullet points, more lists, more visuals, more short-
form, more microcontent. – Feb 3 2014 The Onion
Go home marketing, you are drunk.
Kristina @Halvorson #drunkmktg
Sunday, February 3, 2013 New Orleans, Louisiana
15,885 retweets
6,483 favorites
20,000 likes
For all the planning and millions of
dollars that go into the creation of
Super Bowl commercials, arguably
the best ad of the game last night
was a tweet. – Ad Age
“
With one incredibly quick and
clever missive during last year’s
infamous “Blackout Bowl” game,
Oreo may have officially launched
Twitter as the new hotspot for
Super Bowl advertisers to make
their biggest impact. – Yahoo! TV
“
How Oreo Culture-Jacked the Superbowl
!
– Wall Street Journal
“
Touchdown, Oreo.
– Wired
“
The team’s first instinct upon the blackout
was to figure out how Oreo can be relevant
in the moment. Having a full team of
creative, social media experts and the brand
made last night’s real-time culture-jacking
quick and seamless.
“
– 13 People, Apparently
108 million watched
5.1 million tweeted
15,885 retweets
6,483 favorites
20,000 likes
44,500 people “engaged”
!
0.008% of active tweeters
Oreo’s exquisitely timed and
provocative tweet during the
Super Bowl set the benchmark for
breakthrough marketing on one of
the world’s most visible stages.
!
– Fast Company
“
How marketing culture-jacked my career.
Content Strategy
Content strategy guides
planning for the creation,
delivery, and governance
of useful, usable content.
!
“
the quad
Content Marketing
Biggest Content Marketing Challenges
Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly-defined
and understood audience with the
objective of driving profitable customer
action.
!
“
Because you’ve recently created a
top Moment on Klout, McDonald’s
wants to recognize you by
providing you with a $5 Arch Card
to put towards your next order of
Chicken McNuggets.
Try them with the new Habanero
Ranch sauce and tune-in to the
Sochi 2014 Winter Olympics to see
top moments from the worlds best
athletes.
We have achieved
PEAK DERP
WTF
The aim of marketing is to know
and understand the customer so
well the product or service fits him
and sells itself. – Peter Drucker
“
The tools have taken the
place of strategy. !
– Michael Porter
“What Is Strategy?” HBR 1996
“
Strategery
STRATEGY
GOAL
TACTIC
We will become the industry leader in the
financial services arena by providing
consumers with compelling, valuable
content across all channels that deepens
the brand relationship and drives business
across all our product lines.
!
We will become the industry leader in the
[INSERT INDUSTRY] arena by providing
consumers with compelling, valuable
content across all channels that deepens
the brand relationship and drives business
across all our product lines.
!
We will grow our online customer base to
300,000 active accounts by focusing our
digital efforts on localized service and
fixing the cross-channel user experience.
!
INNOVATE
OR DIE
ALWAYS BE SHIPPING
CRUSH IT!
Be pragmatic!
the hell slow
down
Fix your sh*t.
– Facebook CS team
Focus.
We live in a moment of history
where change is so speeded up
that we begin to see the
present only when it is already
disappearing.
!
– R.D. Laing
“
A new foundation.
Inquisitiveness
Inquisitiveness
Debate
Inquisitiveness
Debate
Judiciousness
!
Inquisitiveness
Debate
Judiciousness
Accountability
Inquisitiveness
Debate
Judiciousness
Accountability
Tenacity
Inquisitiveness
Debate
Judiciousness
Accountability
Tenacity
Go home.
According to a recent poll of various web-based media producers,
content could be hotter, more social, more shareable. “While there is
certainly buzzworthy content out there, some of which is even snackable,
I do think content in general could be more relevant, more bite-size, and
make a stronger brand impression with trending keywords and a more
responsive design,” poll respondent Mark Zeligman told reporters, noting
that the last piece of content he came across was an infographic that
was neither flexible, timely, viral, nor engineered to maximize reader
engagement. “After all, can we honestly say the content that’s out there
right now is as buzzworthy and highly shareable as it could be? Does it
inform, engage, and convert? Is it digestible? Does it both increase
impressions and amplify the brand? I think you’ll find the answer is no.” At
press time, poll respondents reported that when it comes to content, you
gotta start thinking more bullet points, more lists, more visuals, more short-
