In this age of Content Marketing, we’re often asked by clients: “Should we outsource content creation?”
More often than not, the reason this question comes up is because a Search Engine Optimiser has put the fear of God into our client who is now scrambling to ‘catch up’ with competitors who have all been using content for SEO purposes.
Firstly, creating content for the sole purpose of SEO on the surface appears right, but is in reality …
Hal Varian, Google’s Chief Economist, is famous for developing Adwords’ Quality Score algorithm – his instructional video is mandatory viewing for anyone even considering using Adwords for advertising.
Less well known (for now), is Jon Hegemon, Facebook’s Chief Economist. Jon’s decisions into the Facebook Ads Relevance Score algorithm significantly affect both advertisers and Facebook’s shareholders.
‘Set & Forget’ was the promise of the Industrial Economy – that if one was able to setup processes well enough, one could leave the system to do its thing and get consistent results month in, month out.
‘Set & Forget’ works incredibly well for inanimate things – objects, processes, systems.
‘Set & Forget’ fails spectacularly in the one area that matters most …
BMW has recently done a cross collab with Melbourne rag Broadsheet, to explore the future of food and drink. (As an aside, expect to see more of this style of marketing – in this case, BMW leveraging Broadsheet’s relational influence over its target market for the launch of the new 1 Series).
One article caught my eye in particular: The Perfectionists.
I love coffee. I love drinking coffee. I love talking about coffee.
A coffeeholic friend was telling me about a new cafe he’s been going to that have set a new standard in his mind – by rejecting him.
The (very experienced) Barista tried six times to pull a proper espresso with some new beans and just couldn’t get the shot right to his satisfaction. He ended up telling my friend “I’m sorry, I just can’t serve this”, then …
The idea of having an artist-in-residence is simple – that having an artist in our cafe/pub/hotel/institution benefits us and our community by creating a more human, interesting and remark-able environment (especially when compared to competitors who don’t have an artist-in-residence).
One of the most significant disruptive forces that we’re watching with interest is the Makers Revolution brought about by the rise of 3D printing.
At its core, the true disruption of 3D printing, is that it transforms the process of manufacturing from subtractive (cutting away waste material from a block to reveal a final object) to additive (creating new material from scratch to form an object).