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).
In times gone by, (ala #backintheday) each village contained specific roles for each member of that community to become a master of.
The blacksmith, the farmer, the baker, the fishmonger, the painter – you were assigned one of these roles, typically inherited, performed your duties, then traded the goods in your art for the outputs of other masters.
In today’s world, we are no longer assigned roles but have the freedom to choose…
The richest prize fight in history, that took promoter Bob Arum five years to pull together, occurred over the weekend.
Perhaps the most impressive thing about this fight from a marketing perspective, was that Bob’s company, Top Rank, pulled out all stops to not allow this event to be streamed in any way, shape or form except through official channels.
No Youtube, Periscope or Meerkat live streaming – even live audio commentary via the web was banned…
On Thursday, possibly half the planet’s facebook feed was swamped with fans sharing this trailer of the most anticipated movie of the year.
While we can’t all expect our work to have Star Wars level virality, we can learn from one key signature that this trailer shares with the body of work of the man behind the camera, JJ Abrams.
JJ Abram’s signature flies in the face of current digital marketing efficiency …
In 1868, when the typewriter was first invented, the keyboard was laid out in alphabetical order – which makes complete sense.
The problem here was that the type bars that strike the paper would often get jammed when particular letters were typed too quickly together in sequence.
The solution, was to separate these letters as far away from each other as possible on the keyboard, slowing down the typing process but reducing annoying jams as much as possible – enter, the QWERTY keyboard.
Of course, today, we don’t use typewriters nor do digital keyboards suffer from the jamming problem…