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Showing posts from January, 2017

The pursuit of irrelevance in the age of abundance and algorithms

Today, every brand wants to be a publisher. They want to be the Buzzfeed of their category. They want to generate more content, faster and cheaper, to gain attention with their audience. The problem is that people don't want more content. They want more of the things that they love (e.g., Games of Thrones, Homeland, and John Oliver), which is harder and more expensive to produce. And most brands are not making enough of that. To compete in the age of abundance and algorithms, we need to shift from churning content to creativity in real-time. CONTENT WITHOUT CONTEXT = THE IRRELEVANT MACHINE Content marketing is becoming a rat race for the largest part. Whoever produces more content faster and cheaper is more likely to win the race. The problem with the rat race is that even if you win, you still a rat. Today, content is an abundant resource. Everyone is doing it; 94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing. Unless you are creating something unique an…

2017 is for Full Stack Professionals

Today’s businesses need a different type of talent to compete in a different kind of economy, one that's connected and always changing at the speed of a Google search. They need full-stack professionals, people who are good in more than one discipline, to create connections at a faster pace. While this principle can apply to any industry, I will give you an example that is close to home: advertising. Advertising, as in many industries, used to mirror Ford’s assembly line. We have different departments (e.g., account, creative, and planning), each one playing a different role to deliver an end product, an advertising campaign. Digital has disrupted this model. A person armed with a smartphone has the power to ideate, plan, create, and distribute a personal or a brand story. Today’s versions of Don Draper from Mad Men are YouTube influencers, not ad agencies. They are accounts, planners, creatives, and producers in one person. They have even managed to build a legion of followers, …

Why audience do better than brands

If you want to know how well your brand is doing, check how much brand content is coming from your audience. Audience’s "life stories" are more natural, engaging, and impactful than professional’s constructed brand stories. Here is why: People trust the people in their network. They distrust advertising or faceless corporations for the most part. People care about people, not products or services. They want to engage with real stories, about real characters, not artificial ones. People are better than brands at creating native stories. They know the platform better and can produce stronger connections across platforms in real time. People are more playful than professionals in their stories. There is a big difference between what you do for fun versus what brands create for people that are supposed to be fun. People have a reason to be involved with their friend's story. Someone we know and love already is telling us a story about them, across a range of channels. Peopl…