"It's as if the technotopians don't get 3D printer laser unicorn robots aren't a substitute for a working society." - Umair Haque
This statement, less than 140 characters, struck a deeper chord for me. Something I have been struggling with, as a creative technologist, is that purely virtual experiences in the digital space seem to lack meaning. People grow bored of browsing Facebook walls, receiving heuristical suggestions for places to eat from their devices, and having relationships that only exist online. What is it that counts in the end? If I spent 5000 hours of my life on Twitter with close to a million tweets, what does it mean to any of us or to the people we leave behind?
The larger question drives the type of marketing I strive to do. This is why I have been pushing real, physical experiences that are connected to the digital space; this is why I want to drive people to something tactile and real. People want their lives augmented by digital, but they have come to realize that in the end it is the true human relationships, spending time with friends, for example, that matter.
3D printing is amazing and will be truly life-changing for... Read more
It’s now a given that online users love videos, and have a steady appetite for watching videos within their social networks, on news websites, and on their favorite e-commerce sites. The fact that Instagram and Twitter recently added tools for creating videos tells you that users find videos even more compelling than photos. E-commerce businesses have responded in kind, upping the numbers of videos on their sites.
However, there’s a right way to do video and a wrong way to do it. If you’re investing time and money in creating and posting videos, you need to make sure they accurately reflect your products and brand, and that people are actually watching them – and converting. Racking up views without a corresponding increase in sales isn’t going to do your business much good. Bring these ideas to your strategic plan for video to make sure that online video properly aligns with business goals.
Show off your brand. If your brand has an edgy image, rough-cut or user-generated video will reflect the brand well. However, if your brand calls to mind “professional” or “luxury,” then casual, raw video won’t help the business. Video production needs to mirror the polish of your brand and website.
Until... Read more
Last Sunday, November 10 marked the 238th birthday of the United States Marine Corps. On November 10, 1775, Captain Samuel Nicholas formed two battalions of Continental Marines in Philadelphia as Naval infantry, and the Marine Corps has since become well known for its proud traditions and strategic theory and practice of warfare. Here are a few lessons content marketers can learn from one of the most respected fighting forces in the world.
Remain Faithful to Your Readers
The Marine Corps motto Semper Fidelis means always faithful in Latin and signifies the loyalty of all Marines past and present to the Corps and the United States. Good content marketers should remain always faithful to their readers when it comes to generating good content. Content marketing at its core is about providing readers with useful, timely and relevant material – not selling or self-promotion. Keep content focused on reader benefits, not boosting SEO or sales. If you’re content is good, increased visibility and sales will happen organically.
Deploy Content Through Multiple Channels
The Marine Corps’ success lies in its ability to rapidly combine air, land and sea forces to achieve every mission. The Marine Air-Ground Task Force is a term used to define how the Marines... Read more