Recognizing Video as a Medium, and a Technology

Cincinnati, Kucia And Associates, Marketing, Marketing Content Comments Off on Recognizing Video as a Medium, and a Technology

As with words on a page, the communication potential with video is limitless, and so are the choices.  Just as writing requires more than merely typing words, producing a video is more than just shooting scenes. Thoughtful planning around the goal of a video is needed. The message, look, style and tone should be known upfront, the necessary content and effects identified. The completed piece should flow like a well-composed essay, with a point or point-of-view easily grasped or felt — even if no words are used.  Whether it runs one minute or one hour, when you view a video like this, you’ll know it.  The people who produced it are why — not the technology itself, the curved flat-screen or luck.





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Is “content marketing” redundant?

Marketing Content Comments Off on Is “content marketing” redundant?

Content marketing is hot. But remember when marketing wasn’t all about the content?  We don’t either.

contentmarketingV3The familiar red and white Betty Crocker Recipe book in so many American kitchens is an iconic reminder that what we call “content marketing” today is marketing, and always has been. It’s about taking a brand’s value to a specific audience segment, with unique focus and appeal because of the particular connection the audience has to the product or brand, and vice versa. To now categorize that function as a sub-specialty of marketing seems counterproductive. It’s easy to get tangled up in the expanding marketing lexicon to the point of confusion about what is important.

A television spot designed to sell a particular can of beans off the grocery store shelf, for example, is retail brand advertising. The content of that commercial is critical, every second – even if it’s imaginary or conceptual. The content (tone, attitude, visual approach) will likely share a thread of consistency (be integrated with) other marketing content such as the point-of-sale display in-store or coupons circulating for cents-off on the 16 oz. bean can. Explaining to campers why beans are a convenient and nourishing food when camping — that’s classic content marketing.  Publishing tips (today, a white paper) on how to prepare beans over a campfire, that’s content marketing. Get it covered on a national talk show and you have national network publicity – which has always been great content marketing, especially if they taste a spoonful and appear pleased. Stage a contest for bean lovers and that’s content marketing with an event/experiential angle — and is nothing new. Posting on social media, “nothing better than #bakedbeans around the #campfire, especially this recipe…!” is content marketing via social media. Delivering valuable content via social media adds value to the medium as much as it does to the authoring source of the information.  No wonder it seems that social media has given birth to content marketing — it plays a major role and is a direct beneficiary. Although what we now call content marketing existed well before social media, the new media are indeed opening significant new routes and methods for appealing to the interests of customers. The opportunity to foster communities of like-minded people who share connection to a given subject, product or pastime offers marketing opportunity, perhaps more than ever before. Yes, it’s a great time for content marketing … and for marketing.

In content marketing (i.e., marketing), substance, quality and timeliness are keys.  As the opportunity expands so do the perceived importance and value of virtually free content marketing, and the bandwagon is rapidly filling up with specialists. But what matters is what has always mattered — that the content (your marketing) offer appreciable value in its essential worth or in the manner in which it is delivered or executed that brings advice, enlightenment, joy, reassurance or some other benefit to the recipient. The semantics and hyper-specialization (fragmentation) of our industry should not cloud the truth. Content is marketing. Marketing is content. “Content marketing” is redundant.  Better content is better marketing.

This link from offers more perspective on this topic and great examples:

Good Work. Great Work. Does It Even Matter?

Kucia And Associates, Marketing Comments Off on Good Work. Great Work. Does It Even Matter?

Big Burger and Wheat BeerIf pursuit of a great craft beer or gourmet burger is so widely respected today, why does pursuit of well-crafted advertising work seem so passé, even among many within the marketing industry?  Good work says the right thing well.  Great work says the right thing much better. It adds value to its subject.  It strikes a chord that sets the communication and its product apart from, and above, its competition.  It’s worth more. Should marketers strive to communicate through “great work?”  Yes. Here’s why.

The marketing function and its output are evolving with technology, as they always have.  Some insist it’s not even about ideas and so-called “great work” anymore.  Anyone with something to say via social media immediacy can be part of the marketing pop-culture and comment of the moment. Is it great work?  One can shoot and post a timely photo. Is that great work?  If it adds substance, focus or momentum to what originated as a great customer insight or creative idea — yes, it too could be great. Social media is inherently a derivative mode of communication via commentary on or sharing of something primary. Certainly, well-executed social media campaigns are adding measureable impact. But it doesn’t replace original thinking and the expression of a product, point or position worth commenting on or sharing — like the greatest gourmet burger on earth, or the tastiest IPA ever.

So look for the great original work out there. It’s the advertising you notice working harder and hitting deeper because it’s grounded in truth and fueled by a real idea, genuine effort and high standards. It’s the B2B that doesn’t feel like B2B, because it’s talking to people, not their titles.  It’s the work that’s just right for its purpose, even if that’s not of grand significance or visibility — it fulfills its role well.  There is no formula and no guarantee.  Even the most accomplished talents in advertising know great work is difficult, elusive and may never happen for them again. They know budget is a factor, but not the biggest factor; that not every piece of great work will win an award, or even be considered. And they know what those of us out here trying every day should not forget:  there is a difference, and it does matter.  And it’s still worth going for “great work” over good work any day, and every day.

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