June 14, 2016

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Create Content for Humans, Not Machines

Let me preface this post by saying that I’m the current Director of PR and Content Integration at an agency. I’m telling you this so that I can tell you this – I really hate content marketing.

Well, let me rephrase – I hate what marketers have done to content marketing. Content marketing used to represent the new era of marketing – a less offensive, less intrusive, and more useful way of advertising. Brands realized that interrupting what their customers were doing only to shout at them with CTAs were getting their ads blocked and fast-forwarded with increasing regularity.

The content marketing revolution was upon us! Brands came to understand that if they started creating really useful and entertaining content, people would not only stop avoiding it, they would even (gasp!) search it out. This led to brands creating everything from full-blown magazines to films to video games to how-to videos. Life was good. Brands stopped shouting at customers and started delivering more of what their customers were looking for.

Unfortunately, just as marketers did with commercials and TV, spam and email, banner ads and the Internet, we’ve reduced content marketing to nothing more than yet another way to score some impressions, views and likes. Rather than solving problems, telling stories, and collaborating with our customers, we’re poring over analytics and algorithms to figure out ways to optimize clicks and shares.

Engineers, analysts, and data scientists have wrested control of content marketing from the creatives, writers, and storytellers. We’re letting Facebook’s, Twitter’s, and Google’s algorithms decide what to create and when and how to share it. And like a Las Vegas casino, those algorithms are put in place to help the house, not you the brand, and surely not the end user. And so on we go feeding the machine, creating and sharing more and more content, all in an attempt to get these algorithms to smile down upon us with the occasional huge payout.

Las Vegas slot machines.jpg

CC BY-SA 3.0, https://en.wikipedia.org/w/index.php?curid=5709790

We’ve even gone so far as to remove humans entirely from the process. Chatbots are taking over customer service (oh good, the digital version of “Press 1 if you are having an emergency”), blog posts are being written by machines, even native advertising is being standardized and placed programmatically.

Here’s the problem. In our big data haze, we’ve forgotten the whole point of content marketing. How much of the content we create anymore is truly for our customers? How much of it actually builds our brand? How much time and money are we spending on creating content that serves another platform’s goals more than our brand’s business goals?

Creating content for a social media platform is a lot like feeding the slot machine – put in a lot of cheap coins to trigger an algorithm and hope for a jackpot. Instead, let’s start creating content for people, not machines. Let’s take back control of our brand’s story from the social platforms. Let’s get back to creating content that benefits our customers. Let’s get back to using data to enhance our decision-making, not make decisions for us. The data that we have access to now is exponentially more powerful than it was even just a few years ago, but rather than using that data, we’re just abdicating our decision-making to it. Data should be used to help us identify what our customers actually need, not just what they’ll click the most.

Sure, that video interview with your head of customer service may have taken a lot more time to create and probably won’t get as many likes as that cat GIF you shared the other day, but it was probably a hell of a lot more effective at telling your brand’s story and educating your customers about who you really are and what you can do for them. I’m guessing it’s also a lot easier to justify the time and expense of creating a customer service video than a series of cat GIFs.

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February 1, 2016

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PR is More Than Just a Workstream

A version of this post first appeared in the PRSA PRSAY Forum.  PR pros have to start thinking of themselves as more than just the “earned” bubble of the PESO model. If and when they do, they’ll realize that while they’ve been focused on writing press releases, pitching the media, and planning events, marketers from other disciplines are […]

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October 9, 2015

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Who Owns Content Marketing?

For more than 12 years now, I’ve worked at companies that have been committed to integrated marketing. That has given me the chance to work with a really diverse group of really smart people who are experts in their field. I’ve had the opportunity to collaborate on really big integrated marketing campaigns and to tap into […]

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September 4, 2015

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Who Will Become the Tesla or AirBnB of the Home Category?

This post originally appeared in the August 2015 issue of Hardware + Building Supply Dealer.  As much as I hate shoveling snow, I can’t possibly justify spending upwards of $500 on a snow blower that I might use five days a year and would take up space in my garage for the remaining 360. According […]

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