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Showing posts from July, 2015

Content vs  Service  - The Battle for Your Attention

Content is at the heart of nearly all marketing conversations today. Every business wants to create faster, cheaper and better content in order to stay relevant. And the changing nature of digital advertising has become even more apparent as every major brand has become its own publisher, fully equipped with a newsroom.  This influx has created an industry challenge: content is now an abundant resource. Everyone is making it. To solve this problem and get their content noticed, brands need to focus on a scarce resource, service—a solution that focuses on the delivery of content.   
Everyone is a publisher these days. According to Chartbeat, there is a whopping average of 92,000 articles posted on the web everyday. This equates to roughly 1,194,902,462 of engaged minutes or about 10 seconds for every person on earth. These numbers are not only exponentially increasing, but the content is getting more engaging.  We have a new ecosystem of tools that enable people to quickly create bett…

Hacking Culture: Social Responsibility or Business?

On June 25th, the Supreme Court declared gay marriage legal; a controversial but welcoming decision for most of the American public. As the verdict came out, every business, even the ones with no history supporting gay equality, jumped on the bandwagon. They rainbow-colored their logo, products, and websites to celebrate the moment. While I am thrilled with the broad support of marriage equality, I wonder how much this is real versus opportunistic? And does it matter? Today's people measure brands not by what they say, but by what they do. People trust brands that are authentic, not the ones that want to capitalize on the moment. The new generation, millennials, value authenticity as more important than content. 43% of millennials rank authenticity over content when consuming news. Furthermore, millennials believe that advertising is all spin and not authentic. Only 1% of millennials said that a compelling advertisement would make them trust a brand more. Therefore, using corpora…