By Gordon Plutsky

While social media and mobile marketing often get the buzz three new studies have pointed to content marketing being the top priority for marketers in 2013.  There is now widespread and growing acceptance of the practice of brands creating original content to engage and inspire prospects and customers.  In the B2B space, the use of content to bring insight to customers while positioning company as a thought leader has topped enabling sales and generating demand according to one study.

A study...


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By Gordon Plutsky

Guest post from Michael Blumfield a member of the King Fish content team.  You can find his site here.

Comrades:

I stand before you today to present the case against LinkedIn for acts of deception, manipulation, and general ickiness that undermine its status in the vanguard of the marketing revolution.

As you are well aware from countless stories in forward-looking publications such as Fast Company, Wired and Disney Kids Magazine, we are in the midst of a fundamental reordering of our communi...


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By Gordon Plutsky

First of a two part post on why Subaru is finding sales success in the U.S.  Part one is by King Fish Content Strategy Team member Anna Goldsmith of the Hired Pens.  Part two next week by King Fish CMO Gordon Plutsky on their customer retention strategy.   They are both happy Subaru owners.

"You Don't Have to Be Everything to Everyone. You Have to Be Something to Someone."

By Anna Goldsmith

Further dispatches from the world of smart branding: On my way home from dropping my son off at school,...


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POSTED FROM THE KING FISH MEDIA BLOG

5 Quick Takes on Super Bowl Advertising

February 04, 2013

 

By Gordon Plutsky

All ads referenced can be seen here on Ad Age.com

1.    Storytelling Works – Long form ads from Jeep (with Oprah) and Dodge Ram (with Paul Harvey) really created an emotional connection by reaching deep into our collective consciousness highlighting veterans and farmers.   Similar long form stories also worked for Tide, Taco Bell and Mercedes-Benz.  Best Buy had the best celebrity tie in with a very funny Amy Poehler.

2.    Earned Media should be a goal for ROI– The previews and buzz around the ads...


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POSTED FROM THE KING FISH MEDIA BLOG

How to Win the Long Game on Super Sunday

January 31, 2013

 

By Gordon Plutsky

Super Bowl Sunday is not only the day we crown the NFL champion, but the biggest day in marketing too.  CBS has sold out its inventory that fetched roughly $3.8 million for 30 seconds of airtime.  An expensive proposition even before you factor in production cost for the creative.  Is it worth it?  How can companies get the most bang for their huge investment? 

Digiday.com  (http://www.digiday.com/brands/what-a-4-mil-superbowl-ad-could-buy-in-digital/) put together a great list of what else you can...


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POSTED FROM THE KING FISH MEDIA BLOG

Eight Rules for Creating Remarkable Content

January 25, 2013

 

By Gordon Plutsky

1.    Present a Unique Point of View - Are you providing insight and opinions that bring something new to the topic? Being remarkable can sometimes mean being controversial or taking a contrary stand, or at least having a strong opinion. There is plenty of bland content out there, so be thought provoking. Bringing real insight is a way to generate comments, stimulate conversation and encourage sharing. You want to drive an action, and being different is a good way to start.

2.    Make it Sharable...


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By Gordon Plutsky

 

Every year I put together content marketing/digital marketing predictions for the coming year.  I have been trying to come up with something fresh and then it hit me that we may be past talking about how these tactics and platforms are the hot new thing.  They have arrived.   Digital platforms, including social and mobile have become the major force and channel for marketers.  Content marketing and storytelling have become the primary engine for a company’s customer engagement strategies. ...


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POSTED FROM THE KING FISH MEDIA BLOG

Apple to Build in the U.S., Can it Work for You?

December 07, 2012

 

By Gordon Plutsky

Much buzz today about Apple’s decision to bring some Mac manufacturing and assembly back to the US from Asia.  A smart move from a company that likes to take the lead, but one that is likely rooted in PR and marketing more than manufacturing.  Details here from the WSJ. This will be a small test with little financial risk from an enormously wealthy company.  However, it could be the beginning of a positive trend with multiple payoffs.  Apple didn’t become the most valuable company on earth by being...


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POSTED FROM THE KING FISH MEDIA BLOG

Bards and Bordeauxs

November 26, 2012

 

By Cameron Brown

Once upon a time, long long ago, there were only six-packs and kegs. Life was good, and choices were simple: bottles, cans or occasionally funnels. Not long afterward, the cocktail was introduced, ushering new tastes and interesting complexities to the tried-and-true beers of our youth. Back then, there was only moderate consideration given to brand loyalty, and certainly none to the story behind the brand.

I don’t remember when it happened, but somewhere along the way, I started to enjoy wine.


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By Gordon Plutsky

The concept of brands becoming publishers/media channels is not new, but Coke just took it to a new and exciting place.  They just re-launched their website, the first refresh since 2005, and turned their online presence into a consumer magazine called Journeys.  Specific details from the New York Times can be read here.

The key point is that Coca-Cola realizes they need a smarter approach to selling a commoditized product in a new media world.  Advertising is getting less effective as technology gives consumers more


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