5 TOP FORMS OF CONTENT MARKETING: AUTHOR RICK MATHIESON ON THE JIM BLASINGAME SHOW

 

It’s the biggest buzzword in marketing today—but also the most over-hyped.

Indeed, for all the promise of “content marketing,” it’s not as easy as it seems. In a recent poll, a full 43% of B2B marketers, for instance, cite content marketing as an effective tactic for lead generation. But 43% also say it's also one of the most difficult.

It's also not always as effective as you might believe. According to eMarketer, developing the right content for the right audience is a major factor in why content marketing efforts fail to get desired results.

Indeed, despite today’s emphasis on all things digital, 84% of marketers develop old-school print brochures as #1 in their lead generation efforts.

Not that that's bad. Print does have a place as a delivery mechanism for some forms of content marketing—if anything, it's gained more cache in the digital age. But it's just one of many.

SO WHAT'S WORKING?

In this recent appearance on the The Jim Blasingame Show, I attempt to demystify content marketing.

Here in part one, I share five of the most effective types of content today, starting with the kind of video content consumers spend 6 billion hours per month viewing—and the kind up-and-coming-brands like Poo Pourri and BetaBrand (above) are using to break into the big time.

Some of the other top content forms will obvious to you, others maybe less so. Either way, any conversation with Jim means you’re going to have some fun along the way.

Of course, since Jim’s show is targeted to SMBs, our conversation is focused more on marketers who hope to gain traction in the marketplace without big-brand budgets.

But as you'll hear, whether it's big brand or small, one thing is clear: For all the time and money spent developing content to draw in prospects, a growing number of marketers are realizing they most overcome one cold, hard fact: Nobody anywhere is waiting around for your content.

This audio Q&A might help you find new ways to change that.

CLICK HERE TO LISTEN TO:

5 TOP FORMS OF CONTENT MARKETING: AUTHOR RICK MATHIESON ON THE JIM BLASINGAME SHOW (PT 1)

(approx. 6:16)


NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


Q&A: Go2's Adrian Scott (Pt 2): From Here to Holograms (Video)

 

Call it "ROI at the speed of 'Like.'"

In part two of my recent conversation with Adrian Scott, head of Vancouver-based Go2 Productions, we discuss why the real power of 3D projections like the ones shown in the highlight reel above isn't the display itself—it's what you (and passersby) do with it afterward via social media.

We'll also hear about some of the emerging technologies that will see 3D projection evolve into something closer to the Star Trek Holodeck—or at least like a certain scene in another fabled space opera.

AdrianCLICK HERE TO LISTEN TO Q&A: ADRIAN SCOTT, GO2 PRODUCTIONS (PART 2)

 ALSO:

LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection is Here

 

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Can someone who has never worked in advertising really cover it?

Or is it even better that way?

In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business. 

How did being one step removed hinder - or help?

As Elliott says goodbye to the Times, we'll get his views on that topic.

And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.

CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (CONCLUSION): UNCERTAINTY CERTAIN

(Approx: 3:29)

Listen to Part One here: What I Saw at the Revolution

Listen to Part Two here: The Rise & Risks of Content Marketing

Listen to Part Three here: Change is (On) the Air

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Pt 3): Change Is (On) The Air

By now, we're all familiar with the rapid rise of the Internet, the mobile revolution, the emergence of social media and more.

But beyond the technological changes and what they mean to the way we connect with consumers through new platforms, there is the impact of societal changes on how we reflect consumer sentiment back to them.

After 25 years of covering the advertising industry for the New York Times, Stuart Elliott says he never could have predicted that television advertising would be so much less lily white, a little less nuclear family.

In part three of an expansive "exit interview" I conducted with Elliott just weeks after he announced his retirement in December - he points to how ad agencies used to pretend they were bigger, until that became a liability, and why brands had better keep up with demographic trends, or risk being left behind.

CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW THE REVOLUTION (PART 3) - CHANGE IS (ON) THE AIR

(Approx: 3:53)

Listen to Part One here: What I Saw at the Revolution

Listen to Part Two here: The Rise & Risks of Content Marketing

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Part 1): What I Saw at the Revolution

Elliott has phoned home - much to everyone's surprise.

The advertising world released a collective gasp when news hit that Stuart Elliott - the longtime advertising columnist for the New York Times - was accepting a buy-out package and would retire.

After nearly 25 years of covering advertising for the Times, not to mention stints at USA Today and Ad Age before that, Stuart and his column had become must-read for puissant, timely insights on Mad Ave.

And what a quarter century it was. From the early 1990s to today, the ad industry went from analog everything to digital domination; from "Married with Children" to "Modern Family;" and from bigger-is-better, to small is the new black.

"Who could or would have thought in the early ’90s that 20-odd years later the hegemony of television, for decades the most powerful ad medium, would be under siege, or at least, in question" Stuart wrote in his final column December 18.

"Ratings data, the currency of television, is growing problematic because viewership is more difficult to measure when people use mobile devices instead of TV sets; or watch shows online, as streaming video or as video-on-demand. And it is easier than ever for viewers to ignore or avoid traditional commercials; popular streaming services like Netflix are (gasp!) ad-free."

In an expansive new interview just days before Sunday's Super Bowl, I talked to Stuart about what he saw at the revolution - and why, despite all the change around us, everything old is new again.

Click Here to Download: Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (PT 1)

(Approx: 10:15)

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


McDonald's Brings its Own Game to AR at World Cup (Video)

 

Giraffas isn't the own restaurant with an AR game for World Cup. Now, Cannes' newly minted 'Marketer of the Year' is in the game, too.

Love the app (and the spot). But are you McLovin' Cannes' choice? If not, what brand would you give the nod to?

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


AR + Infrared = New Interface for Wearables (Vision Video)

 

I'm digging this vision video from augmented reality player Metaio, which foresees a world where thermal heat scanning wearables enable users turn any surface into an interactive touch screen interface.

Think of the implications for communications, and then think further. Gaming, mixed reality movies and shows, layered brand experiences. Entire environments and cross-reality social media, activated and annotated by a simple touch.

How can your brand lead the way?

Read more, here.

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


Augmented Reality Turns Fast Food Trays into Virtual Soccer Game (Video)

 

Are you ready for some (of that other kind of) football?

This branded augmented reality game from Brazil-based fast fooder Giraffas looks like a kick. It turns food trays into AR soccer (or "football") fields. Using an app on your iPhone, you can flick the ball at an onscreen goal keeper to see if you can score.

Best of all, players can chide competitors through social media.

Hey, if you're flying down to Brazil for FIFA World Cup 2014 next month, you're going to need to eat sometime, right?

Read more, here.

 

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


OpenPool: Kinect-Powered, 3D Projection Awesomeness (Video)

 

It's not every day you use the words "breakthrough" and "billiards" in the same sentence.

But clearly, this next-generation pool table – which made its premiere this week at SXSW - promises to bring a whole new level of liveliness to bar-side bets and friendly wagers everywhere.

The breakthrough part, however, doesn't stem from this game, which uses Kinect and projection technology to enhance game play.

It comes when you realize that nothing shown in this YouTube video couldn't soon also be writ large - from arena paintball to the Super Bowl-size excitement.

Imagine fields or even city blocks transformed into holodecks, for all manner of games and adventures where you carve your way through chaos to achieve your objective. And where someday, wearable, haptic sensors mean you don't just thrill to each laser blast, you feel it, and where objects don't just respond to your movement, you respond to theirs.

In this scenario, you don't watch a movie or play a game - you live it.

Early days, yes.

But you don't need a magic eight ball to envision the excitement to come.

Read a release on OpenPool - and the technology (and Kickstarter campaign) behind it, here.

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes


New Marvel Comics Augmented Reality Superhero Costumes Come With Super Powers (Video)

 

Okay, we're going to get our geek on here for a sec.

We actually tend to be more DC comics than Marvel Comics. Well, DC for comics and TV, Marvel for movies - but we digress. Either way, it's hard not to dig these new cosplay outfits - called Marvel Morphsuits - that are powered by Zappar and enable super powers to come to life when viewed through a mobile device.

Our own two cents: The app should come with video capture so kids (or let's face it, grownups) could make their own sfx-driven movies. 

Still: Great idea - and sure to cause a stir at Comic-Con this summer.

Read more, here. 

NEW: JOIN OUR LINKEDIN GROUP

Like us on Facebook

Follow us on Twitter

Listen in on iTunes