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Posts tagged ‘meaningful marketing’


From Content Marketing to Meaningful Marketing: Crossing the Chasm

content marketing and social businessCrossing the Chasm is a marketing book by Geoffrey A. Moore that focuses on the specifics of marketing high tech products during the early start up period.

It provides a great analogy for companies aspiring to move their content marketing initiative beyond content marketing, through social business towards meaningful marketing.

In this blog post I’ll  explain why I believe the path to meaningful marketing starts with content marketing, gradually becoming a social business, and then towards meaningful marketing.

The question is how do you move from content marketing, to social business, towards meaningful marketing ? Read more »


The Future of Advertising is Google’s “Don’t be Evil”

the future of advertising

Google’s über cookie

Marketers are trying to collect a lot of data, in a move towards big data. But Google and users are fighting against it : keyword not provided, cookie not accepted, location turned off, notification turned off.

On the other hand, we are leaving more data trails than we have ever done before. Even garbage cans are scanning our mobile phones to get the MAC address from your phone to understand how many times you came by (they’ve stopped that now due to protest).

Next thing is you’ll get an iBeacon  alert trying to sell you something because they know you’ll pass by on monday at 8u30.

Think about this for a second how addicted we are to our mobile devices and how addicted we are to using cool technology like Google. In many ways you could say Google knows us better than our wives or our husbands because all the stuff we put in there lasts seven years.

Google’s über cookie is coming

Google is in a way walking a very thin line. On the one hand they claim to protect our privacy (keyword not provided), but on the other hand Google is reinventing the bowser cookie into an über cookie: AdID.

The stuff you browse on your laptop and the stuff you browse on your smartphone could all be lumped into one big profile on you. Advertisers will be able to tap into this information, because that’s where the money comes from for Google. Some even speculate that Google will connect your online behavior with your real profile.

Read more »


A Motion to Kill Content Marketing

The word "content" in Content Marketing deserves more credit. Will you vote ? (image from  Amsterdamnewspolitics)

The word “content” in Content Marketing deserves more credit. Will you vote ? (image : Amsterdamnewspolitics)

Whenever I talk to fellow marketing managers about Content Marketing, I feel as if the word “content” in itself just kills the whole conversation.

When the word content is used, people think of text. They think of paper, copywriting, layout, online and print. Some are more informed, and know that content marketing is more than the output of content creators.

Content marketing is all about providing customers with answers to their questions. The format in which these answers are delivered to them is irrelevant. By providing these answers, you lift your brand to become a company that is seen as a go-to-resource for knowledge and insight. By providing these answers you become a trusted party to which they’ll turn to when they have a problem, a question, an opportunity.

And doing that, my friends, is scary stuff for marketers. Read more »


When Content Marketing lost its Edge, You Need Something Better

keep-calm-and-find-your-square-rootThere are only so many ways to design an email. So many ways to optimize a landing page. So many tactics to exploit and improve conversion.

Books and blogs each day full of teaching, learn us how to create content. It seems everyone discovered the holy grail which is called content. And thy shall promote aggressively: a zillion of tips-n-trick to ‘aggressively promote’ and ‘amplify on social’ are available behind your mother of content search Google.

What’s the square root of epic content?

We are urged to create ever more epic and great content to break through the conversation clutter. Read more »


The Changing Social Role of Employees.


The Naysayer rockband from Richmond, VA.
(Image Source: Reaper Records)

Employers should expect their employees to be active on social media in the interest of the company. Employees should see this as an inherent part of their job.

The times when “being active on social media” was reserved for the boys and girls “at the marketing department” are gone. Today everyone in the organization has a role to play. Especially people that are somewhere involved close to a customer touch-point.


What’s a modern employee to do on social networks, in the interest of the company? Read more »