Advertising, I say
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Advertising, I say
A writer's eye-view of the ad biz and more
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The Brand Hashtags of Super Bowl XLVII

The Brand Hashtags of Super Bowl XLVII | Advertising, I say | Scoop.it
If Super Bowl XLVII demonstrated anything, it’s that Twitter has grown substantially in the past year – at least among advertisers. According to Twitter, there were 24.1 million tweets during the g...
Karen Goldfarb Copywriter's insight:

All that said, Oreo's timely tweet was still the best, and they didn't even need a hastag. 

 

http://news.cnet.com/8301-1023_3-57567384-93/how-oreos-brilliant-blackout-tweet-won-the-super-bowl/

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The lost art of creative copywriting in advertising

The lost art of creative copywriting in advertising | Advertising, I say | Scoop.it
Change in ad consumption is altering the way the industry trains itself to make ads – and in the process we're losing something fundamental, argues Sanam Petri
Karen Goldfarb Copywriter's insight:

"...because today's advertising world is largely driven by accolades and awards, many communication schools are churning out kids who think like creative directors, not kids who just love to write. Students are coming into the agency with their sights trained on one thing: being the one to come up with the one game-changing idea that puts them on the map. But what are the implications of hiring an entire generation of thinkers who can't do?"


The implication is the same as it was during the dot com boom--warm bodies with ideas but no experience who walk into shops thinking they're ready to lead. It's not their fault but they'll suffer for it anyway.

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5 Content Trends Every Marketer Needs In 2013 | Heidi Cohen

5 Content Trends Every Marketer Needs In 2013 | Heidi Cohen | Advertising, I say | Scoop.it
We live in a multi-screen world. We have screens designed for use everywhere from public transportation to the bathroom. These screens provide new ways for us to consume content all day long. Now one device can do everything multiple devices did.
Karen Goldfarb Copywriter's insight:

TV still matters. Video's everywhere. E-readers and tablets are ducking it out, with e-readers expected to lose. Not much here you didn't know/couldn't guess.

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16 great examples of website footer design | Web design | Creative Bloq

16 great examples of website footer design | Web design | Creative Bloq | Advertising, I say | Scoop.it
Designing your website's footer is as important as designing the header. Nathan Leigh Davis explains why, and reveals 16 websites that get it right.
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The Bias Against Creatives as Leaders

The Bias Against Creatives as Leaders | Advertising, I say | Scoop.it
Bad news: studies show that creatives are often overlooked as leaders. Good news: the bias can be overcome.
Karen Goldfarb Copywriter's insight:

Before this happens to you, they recommend that you show evidence of your leadership abilities, don't just focus on past experience, and tackle the bias head-on. Good luck!

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8 Ways SEO Should Influence Your Marketing Copywriting

8 Ways SEO Should Influence Your Marketing Copywriting | Advertising, I say | Scoop.it
How SEO should factor into your marketing copywriting best practices.

 

In the world of inbound marketing, your content is your business and your calling card. Your effectiveness as an inbound marketer relies on the quality of your content, and your content is what helps you get found online, build trust with your readers, educate and inform them, build a pathway to conversions, and sustain ongoing and profitable relationships with loyal customers for years to come.

 

But for content to truly be successful, marketers must think like SEO professionals to ensure that content gets found online by the proper audience. Old school SEOs believed they could magically sprinkle keywords throughout content with the hope that it would result in solid rankings for as many keywords and keyword variations as possible. For instance, they might use “clickthrough rate” on one page, and “click-through-rate” on another page. But by doing this, you’re not only creating inconsistency in your content and confusing your audience, but you're also inconsistently alerting search engines of your expertise (as well as creating duplicate content -- eek!).

 

To help ensure you’re ranking for the right words -- not just any and all words -- it's important to ensure that your content is consistent. And something like an official Internet Written Style Guide can be a big help in addressing consistency issues. This may seem like a lot of work, but it’s important to develop an in-house guide that goes beyond the general rules of branding and content strategy, and hones in on the nuances and terms particular to your specific industry. To save you the time from starting from scratch, we've published HubSpot's own in-house style guide with tips for customizing it for your own use. Download it for free here.

 

So as you're customizing your own in-house written style guide, here are some critical SEO considerations to include so your marketing copywriting is both compelling and search engine-friendly!

 

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Best of Web Design in 2012 | Inspiration

Best of Web Design in 2012 | Inspiration | Advertising, I say | Scoop.it
First of all, we would like to wish a Happy New Year to all of our readers! And to start 2013, we decided to gather some of the most appreciated designs we
Karen Goldfarb Copywriter's insight:

Inspiring examples of web design.

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8 Content Marketing Trends for B2B

8 Content Marketing Trends for B2B | Advertising, I say | Scoop.it
Are you wondering if content marketing can help your business? If so, look no further. In this article, I examine a recent study involving 1,416 B2B marke
Karen Goldfarb Copywriter's insight:

B2B marketers use 12 tactics on average. That's a lot of tactics.

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How to Keep Your Audience Interested by Writing Long-Term Story Arcs

How to Keep Your Audience Interested by Writing Long-Term Story Arcs | Advertising, I say | Scoop.it
You know it, I know it, and even if you're as cynical as I am about shiny marketing fads, you probably realize that our lives ultimately revolve around stor
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Copywriting for real estate marketing and advertising

Copywriting for real estate marketing and advertising | Advertising, I say | Scoop.it
Copywriting for real estate advertising means making your audience feel what it's like to create a life there, and what it says about them to live there.
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The Four Species of Imagination

The Four Species of Imagination | Advertising, I say | Scoop.it

There are Four Species of Imagination - the experimental, the visionary, the intuitive and the calculative, as demonstrated in the work of major innovators of the 20th century. This infographic shows how they map out.

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Do You Test Your Marketing Message?

Do You Test Your Marketing Message? | Advertising, I say | Scoop.it

The approach we use, which is simple, inexpensive, and can be copied by almost anyone, involves reaching to the target market and testing different messages and offers on individuals.

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John Cleese on Creativity | Ads of the World™

John Cleese on Creativity | Ads of the World™ | Advertising, I say | Scoop.it

"Telling people how to be creative is easy - being creative is difficult."

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Brian Piana's Textless Web Site Art

Brian Piana's Textless Web Site Art | Advertising, I say | Scoop.it
Artist Brian Piana has created a series of works based on website layouts, stripped of text and images. By removing the "content," the works expose a layer of visual design and information architecture which holds its own as art.
Karen Goldfarb Copywriter's insight:

Pretty cool.

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The 2012 Fashion Roundup

The 2012 Fashion Roundup | Advertising, I say | Scoop.it
By KATHERINE MORRIS There are two things that you need to know about advertising professionals: We love a good campaign We tend to be fairly fashionable individuals With that in mind, I think it’s ...
Karen Goldfarb Copywriter's insight:

We've just gone bonkers for 60s swimsuits, haven't we?

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White Papers | Examples of Content Marketing Strategy Success

White Papers | Examples of Content Marketing Strategy Success | Advertising, I say | Scoop.it
Curt Porritt of MasterControl sat down with CMI to discuss his organization's white paper success and how testing has helped drive content marketing choices.
Karen Goldfarb Copywriter's insight:

White papers have always been a favorite of my B2B tech clients, with good reason. Nice to see testing involved.

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Writing ads

Writing ads | Advertising, I say | Scoop.it
Writing ads is the second most profitable form of copywriting. To find out the first, of course, you have to click whereupon all secrets will be revealed.
Karen Goldfarb Copywriter's insight:

How writing ads compares to writing a potentially more lucrative form of writing.

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Is B2B Social Media Marketing Behind B2C?

Is B2B Social Media Marketing Behind B2C? | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

The Perception

There seems to be a general perception that social media is better suited for B2C versus B2B marketing.  This view is supported by a general lack of easily accessible social media success stories in the B2B space; on the Internet and at conferences.  But it is a misconception.

 

 

The Reality

Without a doubt, there are countless impressive B2C success stories, including the funny Bodyform video created in response to a disgruntled Facebook post, and the successful OldSpice video campaign. But social media is also extensively and successfully in use for B2B marketing. We simply might not hear about it as much because the examples are not as entertaining.

 

B2B social media is best suited to generate awareness.  To just pick a few examples, social media can help build thought leadership, increase the reach of events, or strengthen your brand. But social media can also foster action and engagement. Used right, the social tool kit can help you leverage advocates and influencers to spread your message, generate content for you, and even generate leads.

 

When a B2C campaign goes viral, you are likely to hear about it. When a Global 2000 company manages to increase reach, action, and engagement with their target audience, they either keep it quiet, as a competitive advantage, or it simply is not an entertaining enough story to get much coverage.

 

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The Power of Introverts: A Manifesto for Quiet Brilliance: Scientific American

The Power of Introverts: A Manifesto for Quiet Brilliance: Scientific American | Advertising, I say | Scoop.it
Author Susan Cain explains the fallacy of "groupwork," and points to research showing that it can reduce creativity and productivity
Karen Goldfarb Copywriter's insight:

Brainstorming sessions: “The pitfalls of groupwork.”

Cain: When you’re working in a group, it’s hard to know what you truly think. We’re such social animals  that we instinctively mimic others’ opinions, often without realizing we’re doing it.

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The Best Craigslist Ads of the Mayan Apocalypse

The Best Craigslist Ads of the Mayan Apocalypse | Advertising, I say | Scoop.it
Because of course this is going on. Lonely alarmists and pervy opportunists and generally fun-slash-promiscuous are taking to craigslist to find companionship, salvation, and maybe some casual sex.
Karen Goldfarb Copywriter's insight:

Advertising for a little end-of-the-world hook up. Why not?

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Beautiful Swear Words

Beautiful Swear Words | Advertising, I say | Scoop.it
A swear word a day, and shit.
Karen Goldfarb Copywriter's insight:

At last! Someone's taken the time to give the copywriter's magic, aka, swearwords, their due.

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What The World's Most Famous Logos Might Look Like In 50 Years

What The World's Most Famous Logos Might Look Like In 50 Years | Advertising, I say | Scoop.it
A timeline of Apple, KFC and others' past, present, and future logos.
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How to safely experiment with social media marketing

How to safely experiment with social media marketing | Advertising, I say | Scoop.it

Trying new online advertising tactics is a frightening -- albeit necessary -- part of the job. Here's how to take strategic chances without compromising your overarching marketing strategy.

 

At some point in your career, you've probably been in the position where you think you are doing a phenomenal job marketing your organization. You are proud of the bulletproof strategy you've created, pleased with the tactics you are using to achieve the strategy, and thrilled with the measurable results you are able to report. But one day, you get the message from leadership that "everyone else is using (insert latest internet fad here), why aren't we?" The short answer would be that it doesn't fit into your current strategy, but when is the right time to introduce something new, and how do you do it in a way that is not disruptive to the rest of your strategy? You shouldn't always have to wait for pressure from another person within your organization -- sometimes you just need to experiment a little bit in a safe environment without detracting from your marketing plan.

 

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