Jul 13, 2022
In General Discussion
In this week's episode, Robert and I discuss the phone number list idea of “cutting edge content” and what brand marketers can learn from it. Next, we reflect on the future of email, which has proven to be a surprisingly resilient medium of communication — and a big opportunity for phone number list content marketers. Finally, we reflect on the evolution of the chief content officer role at media companies and debate whether or not brands should treat it as a C-level position. with Disney, the phone number list nature of creativity (it's not just for a specially anointed few) and a great challenge facing publishers today. 1. Content Marketing in the News Peak Content: The Collapse of the Attention Economy (7:27):We've been phone number list creating too much content for a long time, so much so that Kevin Anderson, editor of Media Briefing, thinks we've now reached "content peak". point where the phone number list overabundance of things to read, watch and listen to has become completely unsustainable. There hasn't been enough ad revenue to sustain him for years, leading him to believe a jolt is coming in 2016. I observe that many news websites are producing increasing volumes phone number list of content produced by large editorial teams, but without the traffic and ad revenue to support it. Robert highlights a lesson brand marketers can learn from the phone number list challenges publishers face today. 2. Sponsor (39:00) Demandbase: Today's B2B marketers face a myriad of challenges. Even with marketing technologies to help them reach leads and track results, most marketers end up focusing on execution tactics and not the phone number list strategies these tools support. Fortunately, there is a better way to go; it's called account-based marketing (ABM). In this new e-book from Demandbase, you'll discover actionable insights into how account-based marketing can bring disparate resources together into something that makes everyone in your business say "Wow! 3. Rants and Raves (41:50) Robert 's rant : Robert doesn't like the phone number list idea that this Quartz article is spreading - that creative people's brains work differently than other people's. It's BS, he says. He prefers John Cleese's view of creativity, which is that it is a way of acting or functioning - a "muscle" that can be developed. He believes the phone number list only thing that will set us apart is our ability to come up with innovative ideas and solutions. If we outsource creativity to agencies and freelancers, we risk becoming a commodity, he warns. 4. This former marketing example of the week (53:44) Karo Syrup: Corn syrup is used to thicken, sweeten and preserve the phone number list freshness of foods, and as a substitute for more expensive cane sugar. But at the beginning of the 20th century , it was not selling well. So its creator published cookbooks with recipes featuring this convenient new consumer product and backed it up with a huge advertising budget. In 1930, the phone number list wife of a Karo ruler discovered an addictive new use for its dark syrup – as an ingredient in pecan pie.