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Advertising Leaders: Consider Content Over Advertising

Advertising Leaders: Consider Content Over Advertising | Digital Experience Journal | Scoop.it
Many years ago, David Ogilvy advised marketers to concentrate on the “content of your advertising, not its form.” Now we’re seeing marketing leaders support for the approach of publishing content instead of advertising.
Deborah Fillman's insight:

Yes, yes, a thousand times YES! 

From the article:

Customers continue to tune out promotional marketing in traditional channels.Marketers have been slow to respond, creating a gap between customer behaviors and the marketing mix.Content marketing and social media that seeks to meet customer needs is now more important than ever!Businesses need a sound content strategy that holistically considers audience content and channel needs.

Michael Brenner NAILS it.

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Marketers Ruin Everything and What We Can Do to Change

Marketers Ruin Everything and What We Can Do to Change | Digital Experience Journal | Scoop.it
The always effervescent, often irreverent Internet marketing personality Gary Vaynerchuk recently made a statement that resonated with many people: “Marketers ruin everything.” He even had a t-shirt made using the statement as a slogan.
Deborah Fillman's insight:

Brilliant. "What if " indeed!

"What if, instead of hitting people over the head with marketing messages, we simply connected with them as human beings.

That would demand of us that we approach communication in a whole new way. It would require that we be honest with consumers, admit when we make mistakes, and make every attempt to maintain a high level of integrity, authenticity and transparency in every communication.

 

And what if, instead of spending lots of money on advertising, we created content that was really helpful to our customers and prospects; content that focused on meeting their needs, addressing their concerns and solving their problems."

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Is the Internet Too Absurd for 'The Onion'?

Is the Internet Too Absurd for 'The Onion'? | Digital Experience Journal | Scoop.it
It’s easy to laugh at digital mediaThe Onion would rather laugh with it.A little more than two months after launch, ClickHole has emerged as a much-needed dose of web levity.
Deborah Fillman's insight:
Yes, too bad the "levity" is often hard to differentiate from reality. ;-)
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What Do Online Reviews Have to Do with Your Business and Its Success?

What Do Online Reviews Have to Do with Your Business and Its Success? | Digital Experience Journal | Scoop.it
We’ve all heard about how notoriously sinister Yelpers can be. In one review, they can bring a business to its knees and make its owner cry out in mercy.
Deborah Fillman's insight:
Great advice for dealing with negative reviews of your business.
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Orange is the New Black (Death)

Orange is the New Black (Death) | Digital Experience Journal | Scoop.it
Once in a while, a book comes along that validates everything you’ve come to believe about a specific topic or trend.
Deborah Fillman's insight:
This is fascinating. I wonder though if it would work in all industries? Some have cultures that seem impervious to change (the automobile industry, for example). Manufacturers have changed, but the selling process remains the same, with misery and mistrust at every level.
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What fuels great design (and why most startups don’t do it)

What fuels great design (and why most startups don’t do it) | Digital Experience Journal | Scoop.it
This article was originally published at The Wall Street Journal. “How can my company become great at design?” Founders ask me this question more than any other.
Deborah Fillman's insight:
Yes! Good design starts with listening.
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The Best SEO, Social + Content Strategy: Thought Leadership

The Best SEO, Social + Content Strategy: Thought Leadership | Digital Experience Journal | Scoop.it
I'm constantly recommending thought leadership as a marketing strategy and, frequently, getting a lot of pushback. It started when I was a consultant, but continues to this day.
Deborah Fillman's insight:
I agree wholeheartedly. Even if you're a plumber, you use thought leadership to market your business.
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Social Media to Site Traffic: 5 Tips from the Experts

Social Media to Site Traffic: 5 Tips from the Experts | Digital Experience Journal | Scoop.it
Without thinking about it, many people automatically link their social media sites to their website's home page. If your home page, like many others, is cluttered and overwhelming, this strategy will set you up for failure.
Deborah Fillman's insight:
Good advice, especially about remembering that worst posts scare people away. But of course I never do that...;-)
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5 Steps to Writing a Blog Post that Goes Viral

5 Steps to Writing a Blog Post that Goes Viral | Digital Experience Journal | Scoop.it
It’s the dream of every blogger to write a post that gets picked up by social media and goes around the Internet like a fast-moving fire.
Deborah Fillman's insight:
Bookmark this!
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I Used the Internet to Quit Smoking

I Used the Internet to Quit Smoking | Digital Experience Journal | Scoop.it
I started smoking for the same reasons most people begin the nasty habit: I was young and stupidLike many teenagers, I could care less about the negative aspects of smoking.
Deborah Fillman's insight:
Share with the smokers in your life. (In memory of the one in mine, who quit too late)
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Why digital marketers should avoid the latest buzzword gold rush - Econsultancy (blog)

Why digital marketers should avoid the latest buzzword gold rush - Econsultancy (blog) | Digital Experience Journal | Scoop.it
Why digital marketers should avoid the latest buzzword gold rushEconsultancy (blog)You should read this blog if you've grown tired of all the buzzwords rolling around digital marketing these days.
Deborah Fillman's insight:
There's a reason the expression "tried and true" exists.
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Wireframing StoryBoard as an entire UX design specification (deliverables)

Wireframing StoryBoard as an entire UX design specification (deliverables) | Digital Experience Journal | Scoop.it
From an IA/UX designer perspective, what do you think about HiFi wireframe storyboard for Web applications, instead of a classic deliverables approach?

I have read a very good documentation about ...
Deborah Fillman's insight:

I can't help but agree with @DeisgnerGuy. The more "designed" your deliverable, the more it distracts from the architecture. Why does this matter? Well, if a client is enamored with your presentation, and you have to change some aspect of the flow or organization, they will be disappointed. It can also hide flaws or make it harder for clients to provide valuable feedback because they are so busy looking at how pretty and "finished" it looks.

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Google Wants Content: How To Adjust Your SEO Strategy - Business 2 Community

Google Wants Content: How To Adjust Your SEO Strategy - Business 2 Community | Digital Experience Journal | Scoop.it
Not everybody is going to want to read a post about a topic with thousands of words, but not everyone needs to http://t.co/JIYMAVz7io
Deborah Fillman's insight:
Keyword-based SEO is on the wane. Users want quality! Answer questions, write for readers!
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Top 10 ways to ensure your best people will quit

Top 10 ways to ensure your best people will quit | Digital Experience Journal | Scoop.it
Most reasons the most talented and productive people flee a given workplace can be avoided. Here are common mistakes, along with better alternatives.
Deborah Fillman's insight:

This is so true. 

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9 Things We'd Change About Snapchat

9 Things We'd Change About Snapchat | Digital Experience Journal | Scoop.it
Snapchat, one of the hottest messaging apps at the moment, has changed mobile storytelling and pushed the limits of how we communicate.
Deborah Fillman's insight:
Nine things? Because people need more efficient ways to behave badly on the Internet. Kids especially.
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Four Key Strategies to Reclaim a Branded Social Experience | Convince and Convert: Social Media Strategy and Content Marketing Strategy

Four Key Strategies to Reclaim a Branded Social Experience | Convince and Convert: Social Media Strategy and Content Marketing Strategy | Digital Experience Journal | Scoop.it
As Facebook reach declines and social networks constantly evolve, it’s time for brands to reclaim their audiences by turning their own digital properties into hubs of social activity. Here are a few tips to help you create a custom social experience on your brand’s site.
Deborah Fillman's insight:
Watch out Facebook pages: brands are realizing they want to own their social network.
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3 Easy Ways Startups Can Use Twitter to Perform Marketing Research

3 Easy Ways Startups Can Use Twitter to Perform Marketing Research | Digital Experience Journal | Scoop.it
By leveraging Twitter, startups can monitor online conversations that 255 million consumers worldwide are having and understand their preferences and tastes better.
Deborah Fillman's insight:
Feels like a fair amount of work, but the payoff could be big for startups with small budgets.
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Emma Thompson: Twitter, Facebook Will Kill a Generation

Emma Thompson: Twitter, Facebook Will Kill a Generation | Digital Experience Journal | Scoop.it
Which would you rather do: peruse social media and search engines, or undergo major dental surgery?
Deborah Fillman's insight:
Ah yes, it's so fashionable to hate that which we don't understand (while calling ourselves enlightened and tolerant...).
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10 Necessary Skills for Today's Modern Marketers

10 Necessary Skills for Today's Modern Marketers | Digital Experience Journal | Scoop.it
The world has changed so much. 50-60 years ago, a marketer could just walk into his or her newspaper and print store, finish editing yesterday’s draft of today’s newsletter or news piece, publish and print, circulate, and that was almost their...
Deborah Fillman's insight:
Bookmarking this one. Makes me think resumes should focus on drawing these out if your past experiences, and developed skills, and putting them front and center. Your website should do the same (and so should mine...I feel a day of editing/revamping coming on...). Adapt or perish!
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Social Signals Are Not an SEO Ranking Factor

Social Signals Are Not an SEO Ranking Factor | Digital Experience Journal | Scoop.it
Straight to the point – spoiler alert – social media signals (likes, shares, +1s) – are not direct SEO ranking signals. Have you read otherwise? Yeah – me too.
Deborah Fillman's insight:
Surprised? Yeah. Me too (or should that be me, +1?)
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6 Chrome Extensions to Help You Maximize Google Drive

6 Chrome Extensions to Help You Maximize Google Drive | Digital Experience Journal | Scoop.it
Google Drive has unlimited potential.The feature that lets users upload documents, images, spreadsheets and more has millions of neat little ways to boost your everyday activity.
Deborah Fillman's insight:
If allowing Google to have even more access to your life doesn't scare you, you might find these very useful! ;-)
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7 Images That Prove Science Is a Phenomenal Art Form

7 Images That Prove Science Is a Phenomenal Art Form | Digital Experience Journal | Scoop.it
Widening our view of the world can mean taking a much closer look at the familiar.
Deborah Fillman's insight:
Amazing. Simply amazing. I love science!
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Paper prototyping is a waste of time

Paper prototyping is a waste of time | Digital Experience Journal | Scoop.it
Design on paper but always test with a screen (RT @usabilla: Paper prototyping is a waste of time (& paper) http://t.co/xoMSbLpCrc #ux #prototyping #usability
Deborah Fillman's insight:
Very interesting! I always wondered about this, and suspected false positives. Now we know. Cool.
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The "Follow Me If I Follow You" Trend on Twitter Needs to Die

The "Follow Me If I Follow You" Trend on Twitter Needs to Die | Digital Experience Journal | Scoop.it
I like Twitter. It's one of my favorite platforms to communicate with people on. But the teen practice of "follow for a follow back" seems to be widely spreading to professional company accounts, as well as personal handles of social media marketers.
Deborah Fillman's insight:
100% agree.
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My Favorite Definition of Content Strategy | Bussolati

My Favorite Definition of Content Strategy | Bussolati | Digital Experience Journal | Scoop.it
There is a divide between those who create great content and those who achieve greatness with their content. The main difference is having vs. not having a content strategy.
Deborah Fillman's insight:
"There are many definitions of content strategy, but here is my fav du jour definition."“Getting the right content to the right user at the right time.”Yes!
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Report: NSA Snoops on Angry Birds and Other Apps

Report: NSA Snoops on Angry Birds and Other Apps | Digital Experience Journal | Scoop.it
You can tell a lot about a person based on her smartphone apps — but probably not as much as the National Security Agency can deduce.
Deborah Fillman's insight:

What ever for?

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SlideIdea - Designed for Mobility

SlideIdea - Designed for Mobility | Digital Experience Journal | Scoop.it

Via Ana Cristina Pratas, Gust MEES
Deborah Fillman's insight:

Makes iPad even more useful. Impressive audience interaction tools.


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Kimberly House's curator insight, October 21, 2013 6:45 AM

Looks fantastic and easy to use!

Gust MEES's curator insight, January 16, 5:42 AM

iPad tool: Impress your audience with SlideIdea’s audience interaction tools.

Alfredo Corell's curator insight, January 20, 9:50 AM

audience could be engaged through direct interaction tools (polls or quizzes)