What happens to a business when its preeminent product becomes passe? Just ask Playboy founder and editor-in-chief Hugh Hefner. The 90-year-old magazine magnate agreed to stop publishing images of naked women—Playboy’s claim to fame—with the March 2016 issue of the 62-year-old publication, which debuted in 1953 with Marilyn Monroe on the cover.
What caused Hef to change his tune? As the Internet evolved and pornographic images became freely available, the magazine known the world over for its provocative photos was forced to undergo a redesign. The content was simply no longer relevant, having lost out to the Web in shock value, commercial value and cultural significance. Continue reading “I’m Supposed to Look at Playboy for the Articles Now?”
You’ve heard it before: The best way to attract new customers and strengthen relationships with existing ones is by connecting with them in a deeply human way. Often, though, establishing a human connection via digital mediums presents a challenging task for marketers. After all, the Web creates a barrier between you and your audience. Unique, personalized stories that resonate with your audience work to diminish this obstacle, and help to create meaningful customer relationships.
Before we begin discussing strategy and highlighting great examples of brand storytelling, let’s talk about what not to do. “Brand storytelling” might make you think this will serve as a great platform to share your brand’s unique story. While this is certainly important, it is not what brand storytelling is about. Rather, this content marketing strategy is about telling the stories of your consumers so they can feel more connected to your brand.
Continue reading “How to Humanize Your Brand With Storytelling”
When a third party touts your brand message, it’ll hit home with your key targets a lot sooner than anything you say. Sorry, but that’s the cold, hard truth. Most audiences are inured to the slick promotional brand avowals they’ve heard in company-sponsored ads and other promotions most of their lives.
Continue reading “How to Make the Most of Client Testimonials for Brand Engagement”
There were plenty of impressive statistics from the big game last night. The Denver Broncos, for instance, became the ninth NFL franchise to win three Super Bowls. Denver also won the game with just 194 offensive yards, setting a record for the fewest ever in a Super Bowl victory.
But enough about the actual game.
The statistic worth beating to death, from a marketing perspective, is the one about how much it takes to advertise during the Super Bowl. This year, a 30-second video clip cost an astounding, and record-breaking, $5 million— or about $166,666 per second. The cost of advertising, in fact, has doubled in the past decade. Continue reading “The Super Bowl Is Over. Next.”
If there is one thing people love about the holidays, it’s ugly sweater parties (or maybe that’s just me). And, over the years, Target has met consumers’ unfashionable, but festive, demands by selling “ugly” sweaters throughout this time of the year.
These sweaters are usually a big hit amongst holiday shoppers, but this year one sweater‘s message is creating chaos on social media.
The controversial sweater reads “OCD Obsessive Christmas Disorder,” and it’s generating a storm of backlash on Twitter. This is because the message seems to blatantly trivialize mental illness, specifically Obsessive Compulsive Disorder (OCD).
For example, one angry individual responded on Twitter by saying “Hey @Target this sweater isn’t cute or funny. OCD is a serious mental illness that shouldn’t be mocked.”
Continue reading “Target’s “OCD” Holiday Sweater Stirs Up Controversy”
Hi, my name is Diana Bishop and I am a Benefit Cosmetics addict. This is my story.
I’ll admit I’m not what you would typically dub a “girly girl” and so I’ve never been one to cake on pounds of makeup, let alone spend a large sum of money on beauty products. And while smothering my cheekbones with rosey powder still isn’t my style, I just can’t seem to end my bi-monthly trip to the Benefit Cosmetics store where I empty my wallet for a handful of my favorite products. Continue reading “How I Got Hooked On Benefit Cosmetics”
It is ironic that the most business-savvy candidate in the 2016 presidential race also appears to be the least adept at branding. Donald J. Trump, 69, an American real estate tycoon, television host, politician and author, has a long history of successfully marketing casinos, resorts and even clothing lines that bear his name, yet, in the political arena, his personal branding efforts seem unfocused and unpredictable.
Continue reading “Lessons From The Donald: Don’t Trump Up Your Content”
As the national and global populations have become increasingly aware of the benefits of healthy eating, fast food chains have had to find ways to re-invent themselves to remain viable. But perhaps no chain has been hit harder by this shift in public consciousness than McDonald’s, which has seen its sales plummet quarter after quarter in recent years, most recently in the second three months of 2015, when earnings fell another 10 percent.
Continue reading “Why I’m Not Buying McDonald’s Branding Shift”
Today the Content Boost team stormed NYU’s Kimmel Center ready to convince business leaders to say “yes” to content marketing at the third Content Boost Crash Course.
What they found, however, was that the packed room was one step ahead of the game. In fact, the audience members were ready to jump into content marketing right away.
Their enthusiasm echoed the sentiments from our Director Carrie Majewski about how popular content marketing has become. As Majewski explained during her kickoff presentation, 78 percent of CMOs think custom content is the future of marketing. Further, 86 percent of B2B and 77 percent of B2C companies now use content marketing.
“Our NYC-based Cont Continue reading “In Case You Missed It: Highlights From Today’s Content Boost Crash Course in NYC”
In my opinion, there’s almost nothing quite like getting out on the open road, when everything feels new and the possibilities for adventure are endless.
I just recently enjoyed the incredible experience of driving coast to coast. What I valued most about the trip was the experience of driving, rather than flying, and being able to take in all of the scenery and changing landscapes as I made it from state to state. Taking in all of the sights, from mountains to flatland to deserts, made me think about my country and traveling in brand new ways that I’d never have realized had I foregone the car and hopped on a plane.
Continue reading “Why My Road Trip Got Me Thinking About Content Marketing Strategy”