Experienced Ad-Side Creative Director Says Content and Creative Are The Same While it may not always be obvious, there has long existed an invisible wall between “creatives” (art directors and copywriters charged with dreaming up marketing campaigns and executions) and those of us who were not trained to be, well, creative. The world of content […]

A 60 Second Content Tip —My favorite story of a company pushing back against content marketing goes like this: A blog platform sales executive was talking to a B2B (business-to-business) CEO about using blogs to lift search results and drive more online leads. The CEO refused the offer by saying, “we’re a wholesale tire company, […]

Content marketing is more than tactics Content marketers often think about blog posts, videos, images, Tweets and the like. But, content marketing is so much more than tactical execution. Strong content marketing is an extension of the business idea. It’s a strategy that cultivates the kind of audiences you need to sell to in order […]

This year, the most intriguing Super Bowl ad was from McDonald’s. Certainly, we all wish we had their budget, but regardless of spend, McDonald’s provided a lesson about extending ad campaigns through social engagement, which doesn’t have to extend the dollars. McDonald’s “Pay With Love” McDonald’s “Pay With Love” advertisement extended their TV ad into […]

It doesn’t matter what you call it, storytelling is at the center of content marketing. Content marketing, brand journalism, marketing communications, creative, there are so many labels being tossed around in relation to what content marketers do every day. So much so that Ike Pigott, a former television news journalist and current communications strategist for […]