I answer some questions about Content Marketing with excerpts from my Content Marketing: Lessons from Hollywood masterclass.
For a century, Marketers have been in the business of interruption. That is, inserting their brand messages in between the consumer and the content he is actually trying to get to.
In this three-part video series, I discuss how brands must harness the power of storytelling and #contentmarketing to succeed in this new era of new digital media. In this first video, I talk about how digital media has changed consumer expectations and Brands must no longer rely on interruption to reach audiences. https://youtu.be/WhZheHdKfxQ In this... Continue Reading →
For my parents’ generation, career advice was relatively straightforward: get a high-paying job with a large, stable company and you’re pretty much set up for life. Even today, this is still considered conventional wisdom, especially in Asia where large conglomerates dominate several industries. I once had one of those “stable” jobs, a marketing management position... Continue Reading →
Combining an influencer outreach programme, traditional PR and an initial burst of paid media can give your content that boost it needs to get an audience’s attention and get that Share snowball rolling.
Great content in the hands of an empowered team mean social media marketing success Events unfold on social media in real time. That means your social media marketing team needs to have the know-how, the creativity and the authority to take advantage of events as they happen to create relevance and excitement around your brand.... Continue Reading →
"If your social media is to be anything more than a sideshow, it needs to be embraced and championed by the company's senior leadership ... Many social media "purists" will argue that great social media doesn't need paid advertising and that content and creativity alone should drive audience engagement. Personally, I find this point of view both narrow and naive."
Last night the Digital Marketing team was honored once more -- this time with the Leaders Award, awarded by SingTel top management, in recognition for our work communicating to customers Singtel's mobile network upgrades late last year through digital, social and customer care channels.We could not have done it without the help of our colleagues in Marketing,... Continue Reading →
We are frequently asked to “blast” ad messages out to consumers, as if campaigns were grenades pitched into crowds of people, hoping that among them are the right target audience and that our ads will enter their brains like shrapnel. (Everyone for whom the ad has no relevance is simply collateral damage.) Those people completely miss the point of social media.