You don't always need to create all new content to publish something useful for your readers. Scoutmob has been publishing articles called "What To Do This Week, [Dates]" or "What To Do This Weekend, [Dates]" for a while now, and includes them in their newsletters. It's a simple concept, but it … [Read more...] about Building Better Content: Scoutmob’s “What to Do…”
[span width=12 class="alert alert-info pad-content"] [icon type="bolt"] Summary: You don't need quirk to apply personality to your content. Embracing that existing personality, in context, will help you create better content that's more relevant and engaging. [/span] I've given a talk many times … [Read more...] about Brand Personality Needs Context
The vast majority of companies who send me advertisements in the mail are wasting their time and money—but not Trader Joe's. I always look forward to reading their monthly Fearless Flyer and I'm not alone. Far from just a periodical listing of groceries on sale this month, this nearly 20-year-old … [Read more...] about Building Better Content: Trader Joe’s Fearless Flyer
You may very well not care for Adult Swim's form of irreverent humor, but that doesn't mean you should ignore their marketing success. They've taken the concept of personality to a whole new level, creating a Grand Canyon scale chasm between those who love them and don't—those that do love it pretty … [Read more...] about Building Better Content: Adult Swim
If you know your target audience well enough—and you're confident in pursuing it—you can build a culture around your product, creating brand loyalty even while the customer isn't ready to buy. Assuming Scion understands its demographic, they've been a master of creating culture that appeals to … [Read more...] about Building Better Content: Scion A/V
In an age of competitions becoming almost exclusively lame, an engaging, fun, and worthwhile one deserves celebration. Chipotle has managed to put something together that puts their unique personality on display with Adventurrito. What makes it better than the average "Like Fest"? The reward is … [Read more...] about Building Better Content: Chipotle’s Adventurrito
The first post in this series features one of the inspirations behind the idea! Delta shows a video (on most flights) before takeoff that covers vital safety instructions. Yet, they've taken the opportunity to turn a fairly dry experience into something equally helpful and fun. It's quirky, but not … [Read more...] about Building Better Content: Delta’s In-flight Safety Video
Brands are increasingly focused on their overall emotional impact, and for good reason: we're more inundated than ever with constant appeals to our attention and funds. Having a positive emotion attached to a memory of your brand or product is one of the most important goals to pursue in any form of … [Read more...] about Building Better Content: Introduction
