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The Future of Marketing

Newt Barrett

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Top Stories by Newt Barrett

Thanks to my co-author, Joe Pulizzi, and some helpful contributors for making your search for the right implements a lot easier If you are starting from scratch, it’s almost impossible to figure out what social media and other related online tools will be genuinely useful for marketing your business.  Fortunately, Joe has taken the time to assemble and comment on 42 of the most worthy in his blog. You’ll find that a common thread among many of the 42 is that they involve both inbound and/or outbound communication. In other words, they will help you send a message to your target buyers or listen to what those buyers are saying about you. My five favorites of the less well known among the 42 that Joe highlights are: 1) Alltop - The digital magazine rack. Find the alltop for your industry - here’s content marketing. 2) Twitterfeed - Set your RSS feeds to post automatical... (more)

Content Marketing Lessons Driven by the Geico Gecko

Content Marketing Journal on Ulitzer The Geico gecko campaign is an excellent example of effective advertising because it integrates humor with a consistent product benefit message. Nonetheless, it suffers from the same limitations that afflict all advertising: It calls out to customers whether or not they want to hear the message. Thus, however amusing, it’s still an example of interruption marketing. Because each ad is short, Geico is limited in the amount of information it can convey. There is little intrinsic value to the content of the ads. That is, they don’t help Geico c... (more)

Six Reasons Why Your Blog Is Your Most Important Social Media Tool

Content Marketing Journal It’s much more powerful than those young whippersnappers–Twitter and Facebook  We often talk about the need to develop a content marketing mindset. This requires companies to think like publishers.  And that sounds an awful lot like social media as Wikipedia defines it: Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It’s a fusion of sociology and technology, transformi... (more)

Why Local Newspapers Require Radical Reinvention to Escape a Very Grim Future

Local newspapers and business-to-business publications face similar challenges as drastic drops in ad revenue drive equally drastic drops in relevant and compelling content.  But for newspapers, ad revenue declines are exacerbated because the highly profitable classified advertising sections have almost disappeared as readers flock to the Internet.  Moreover, business-to-business magazines that are well positioned still offer uniquely valuable niche content that helps readers succeed. Their readers still count on them. That’s not so true for our local dailies. I believe that the... (more)

5 Lessons to Learn from the World’s Worst Press Release

The headline and the article below are so bad that you might think it’s a spoof published by the satirical website, The Onion.   But, no such luck! Happily, we can learn from it. I have changed details to protect the perpetrators. ACME PRIVATE BANK MOVES TO SEVENTH FLOOR Acme Bank has relocated the Private Bank, a division of Acme Bank, to the eighth floor of the affiliate’s headquarters at 234 Oak Street, in Cleveland, Ohio. Previously, the bank’s operations were conducted on the building’s second floor. This strategic move will streamline the services into one location, excl... (more)