“Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.” -David Ogilvy
Content for the win | Vol. 3, No. 5

May 2014
 

Are we wising up and stepping off our collective need to keep up with the hyper-consuming Joneses? Signs point to yes. 

“The New Consumer and the Sharing Economy,” a new study from Havas Worldwide, indicates that seventy percent of people 16 and over believe overconsumption puts the planet at risk. “Smarter consumerism,” the report says, “promises to significantly alter our economic models and the roles that brands are expected to play.”

Smarter consumerism sounds like a mouthful and an oxymoron. But I want to believe, so I will. Less stuff means less natural resources harvested, less pollution and less meaningless spending. From a brand marketing perspective, it also means experiences triumph over empty rhetoric. 

The question today is, what can we do for our customers? How can we serve their needs with content? How can we entertain them? 

Content marketing primarily consists of media experiences. The opportunity for brands to create live face-to-face experiences that captivate their audience is immense. A New York Red Bulls game is one prime example. People pay top dollar for this brand experience. Live events are also content goldmines.

Short of buying your own Major League Soccer team, what can you and your team do to host people in a way that builds your brand and grows your story? Maybe a customer appreciation day—like a company picnic, but for customers. 

If you want to toss some ideas around, give me a ring. 

Notes
  1. I traveled to Bend, Oregon last week, to present a 30-minute talk on using lean and agile design principles to help inform your firm's approach to content marketing. 
  2. What's the third most spoken language in Oregon, after English and Spanish? See this Slate map for the answer (and the answer in your state). 
  3. A personal reflection on presenting new concepts to a roomful of hardened MBAs.
  4. Compared with their less talented peers, highly talented entrepreneurs are more likely to clearly articulate the competitive advantage of their companies to their clients. 
  5. Evan Williams thinks the name "Big Omaha" is a little redundant.
  6. The open rate for email newsletters is not great. For creative services companies, the average open rate is 23.65%. Thanks to you, our open rate here is north of 50%.
Bonehook is a guide service and bait shop for brands. We help you find, shape and share your best brand stories. To book, call 503-970-3862. 
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"Prejudices are what fools use for reason." -Voltaire

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