There’s an old truism in the ad business that you can get people to remember an ad by showing something outrageous. David Ogilvy likened it to showing a gorilla in a jock strap. But these days, unless you’re selling jock straps for gorillas, it is unlikely that people will remember your brand. The same notion is alive and well in content marketing where catchy “click bait” headlines vie for your attention but rarely lead to memorable or meaningful engagement. Unless you’re Randy Frisch, CMO of the content marketing platform Uberflip. Frustrated by what he was seeing, Frisch penned a blog post on an airplane with the title ‘F#ck Content Marketing' that even his own staff wouldn’t let him publish it right away. But after four months of cajoling and an insistence that they actually read the post, Frisch got his way. It created quite a stir and lead him to write a book by the same title that came out earlier this year. Redirecting marketers to focus on content experience rather than one-off pieces, Frisch showed brands how they too could get attention and deliver substantive, lead-generating content. You’ve been rather explicit when it comes to current approaches to content marketing—why the expletives? I wrote a blog post on a plane ride to Dreamforce. It was one of those Jerry Maguire manifesto-type of moments where I was really frustrated. It was titled “F#ck Content Marketing,” and it redirected marketers to focus on content experience. My team wouldn't let me publish... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-05-01 00:00:00 UTC ]
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After a year of interviews and discussions, DeAgostini began a product test last year, and the company was encouraged enough by the results to launch a major presence in the U.S. beginning with a debut at BookExpo America (booth 2840) and building to a rollout of a full line next year. The... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-05-18 00:00:00 UTC ]
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Digs, Meredith Video Studios DIY-centric programs like Ready, Set, Celebrate (instructions for throwing offbeat soirees like a “We Hate the Kardashians Party”), Craft and Burn (a sort-of-scripted series about a destructive crafting habit) and Extreme Craft Challenge (ever wondered how to... Continue reading at AdWeek
[ AdWeek | 2012-05-14 00:00:00 UTC ]
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Booksellers including Foyles, Newham Books, Pages of Hackney and The Book Box will be among those... Continue reading at The Bookseller
[ The Bookseller | 2012-05-10 00:00:00 UTC ]
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Sainsbury's has reported a 6.8% rise in total sales in its preliminary results for the year... Continue reading at The Bookseller
[ The Bookseller | 2012-05-09 00:00:00 UTC ]
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It would be a big surprise if one of the major publishers were to follow Stylist magazine and launch a mainstream free women's title, according to Lisa Smosarski, editor of Stylist, who believes such a move would be a "big step". Continue reading at Media Week
[ Media Week | 2012-05-09 00:00:00 UTC ]
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Google said Wednesday that customers can now charge more types of Android content to their cell phone bill, including music, movies, books and apps. Google is partnered with a number of carriers globally, including T-Mobile in the U.S., with Sprint coming soon. Continue reading at AllThingsD
[ AllThingsD | 2012-05-02 00:00:00 UTC ]
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To those of you who will be attending the BEA in June, know that you will be standing on hallowed ground. Not because of the rich mineral content of the soil, or because of the area’s dollar value per square foot. No, you are trodding the path of ghostly royalty for one simple reason: right... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-04-27 00:00:00 UTC ]
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Cosmopolitan for Latinas will arrive on newsstands May 1, Hearst Magazines announced Wednesday, and it promises to show why the publisher has launched another print title at a time when many magazines are struggling to grow. The debut issue of the women's lifestyle spinoff will carry 52 pages of... Continue reading at Crains New York
[ Crains New York | 2012-04-26 00:00:00 UTC ]
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HarperCollins has made two new hires to its marketing team in a bid to build stronger direct-to-... Continue reading at The Bookseller
[ The Bookseller | 2012-04-18 00:00:00 UTC ]
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Digital migration has taken off in the UK and US, but not in other countries to any significant... Continue reading at The Bookseller
[ The Bookseller | 2012-04-17 00:00:00 UTC ]
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NEW YORK CITY– April 11, 2012 - Peecho (http://www.peecho.com), a free service that allows anyone to sell their digital content as a physical product, and Issuu (http://www.issuu.com), a leading global digital publishing platform that deliv ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-04-11 00:00:00 UTC ]
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One in five American adults read an electronic book in the last year, as gift-giving sped the shift away from the printed page, a Pew Research Center survey showed on Wednesday. Continue reading at Baltimore Sun
[ Baltimore Sun | 2012-04-05 00:00:00 UTC ]
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A London book market founded by independent booksellers is to launch in Hackney, selling new and... Continue reading at The Bookseller
[ The Bookseller | 2012-04-05 00:00:00 UTC ]
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Amazon's tax arrangements are in the spotlight this morning after national newspapers... Continue reading at The Bookseller
[ The Bookseller | 2012-04-05 00:00:00 UTC ]
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Google has announced a new way for online news publishers to gate access to their premium content, by requiring would-be readers to fill in a survey first. Continue reading at PC World
[ PC World | 2012-03-30 00:00:00 UTC ]
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An advisory body to the French prime minister has predicted that ebooks are about to shake up... Continue reading at The Bookseller
[ The Bookseller | 2012-03-22 00:00:00 UTC ]
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Barrington Stoke is the latest publisher to enter the early reader market. Its new series,... Continue reading at The Bookseller
[ The Bookseller | 2012-03-22 00:00:00 UTC ]
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E-bookseller Kobo plans to grow device sales in the UK with a strong marketing push towards the... Continue reading at The Bookseller
[ The Bookseller | 2012-03-15 00:00:00 UTC ]
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The Marvel AR app will be released in April for Apple's iPhones and iPad as well as smartphones and tablets, the comic book publisher said in a statement. Continue reading at PC World
[ PC World | 2012-03-12 00:00:00 UTC ]
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After months of planning, PARADE Magazine is rolling out a mobile app to cultivate advertisers and enhance the content offerings to its existing reader base. Continue reading at Folio Magazine
[ Folio Magazine | 2012-02-29 00:00:00 UTC ]
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