“Your web site is the mousetrap. Your content is the cheese”

Nick Krueger Content Marketing 2

Barry Feldman

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Documentary- The Story of Content: Rise of the New Marketing

Technology has changed the game. Consumers can ignore advertising and marketing at will. To break through the clutter, brands need to tell remarkable stories worth listening to and become the media in the process.

The Story of Content: Rise of the New Marketing, a new documentary by the Content Marketing Institute, is the first comprehensive film of its kind for the industry. It explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more. Featuring case studies from early pioneers to today’s marketing innovators, you’ll learn how content marketing has been–and will continue– to change business and media forever.

“There is no such thing as digital marketing. There is marketing — most of which happens to be digital.”

PepsiCo’s Brad Jakeman Suggests Shops Have Not Kept Pace With Change

Excerpts from Jakeman’s presentation at the Association of National Advertising’s annual “Masters of Marketing” conference in Orlando, Fla.

Brad Jakeman

“The agency model that I grew up with largely has not changed today,” he said, noting that he has been in the ad industry for 25 years. “Yet agency CEOs are sitting there watching retainers disappear … they are looking at clients being way more promiscuous with their agencies than they ever have.”

And he pointed out that big consumer packaged good companies still measure marketing spending as a percentage of net revenue. “That assumes that paid media is the only way to build brands,” he said. But that is wrong because content generated by others on a brand’s behalf, for instance, “doesn’t cost us a cent,” he added.

We are still talking about the 30-second TV spot. Seriously?
Mr. Jakeman called digital marketing the “most ridiculous term I’ve ever heard.” He added: “There is no such thing as digital marketing. There is marketing — most of which happens to be digital.” He urged marketers to create digital cultures, not digital departments. “We ‘ghettoize’ digital as though it’s the life raft tethered to the big ocean liner. And we have to move on from that.”

Excerpted from full article at Ad Age. Read at this link.