Content Marketing: How to Connect with Customers

Content Marketing: How to Connect with Customers

Years ago, marketing guru Seth Godin  coined the term “permission marketing.” Traditional methods, he wrote, such as television commercials that cut into a TV show or Internet pop-ups that interfere with a website, have become less effective in the modern world where consumers are overloaded with information. Instead of interrupting consumers with messages they don’t want, Permission Marketing is […]

Humor in Advertising: Is live action funnier than cartoons?

Humor in Advertising: Is live action funnier than cartoons?

When it comes to web videos, humor can be a powerful selling tool. Funny videos are among the most watched on the web—and the most effective. But who decides what’s funny and what isn’t? A few years ago, I was hired to develop a series of web videos. The scripts were written with slapstick humor in mind. But […]

Healthcare Marketing: Building better patient relationships

Healthcare Marketing: Building better patient relationships

Pharmaceutical companies spend enormous amounts of money on research and development each year, because only a tiny percentage of their efforts ever pay off. Just one out of 10,000 discovered compounds actually becomes an approved drug for sale, and only three out of 20 approved drugs generate sufficient revenue to cover development costs. According to Forbes, these development costs can be staggering—between […]

Brand Storytelling: Web video that engages customers

Brand Storytelling: Web video that engages customers

Last month, Contently‘s VP of Content, Sam Slaughter, wrote that “brands can no longer stand out by just publishing editorial content; with the content arms race escalating, brands need to tell incredible stories if they want to cut through the noise.” One great example of brand storytelling is “The Scarecrow,” a beautiful, haunting animated video developed by Chipotle. This […]

Digital Marketing: How we recreated Nascar online

Digital Marketing: How we recreated Nascar online

A few years ago, Turner Sports was faced with an interesting problem. Their Nascar TrackPass was an amazing online service. Any Nascar fan that tried it wanted to buy it. The problem: it only worked during actual races. How do you sell a service that’s only available one percent of the time? Our solution was to recreate […]