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Replacing “Authentic” in Social Media

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The We Believe Movement.Authentic. You can’t turn around in the social media echo chamber without bumping into this word. The problem is, beyond the social media land of unicorns, authentic isn’t relevant.

As I explored in Don’t Be Authentic: Real Social Media Marketing Advice on SpinSucks, we don’t really want to see authentic in social media. It is an idealized view that for most organizations is as unrealistic as it is attractive. (Aaron Wagner makes some great comments about this in the discussion here on Social Media Today as well).

Authentic is the wrong objective. What is the right one? [Read more…]

Content Marketing Advice: Stop Competing with My Children!

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KELLER LOVES PLAYING IN THE LEAVESToday, marketers are locked in a battle for attention. As individuals, we are flooded with more marketing messages than we can consume. Getting our attention requires something exceptional.

To date, the currency that purchases our attention is content. Content that is useful and connects with our priorities, content that entertains, content that teaches. Content that offers us something beyond your brand and message.

However, content is merely the vehicle. The future of marketing is about attention. Attention that today is focused on our priorities at work and at home. Priorities that include current projects, long term plans and a hug from our children when we get home. [Read more…]