Why brands need to stop talking about themselves. And other content marketing lessons from Guitar Center.

In September, Guitar Center took home three top awards for their YouTube channel at CMI’s Content Marketing Awards 2014. I talked to them to learn how they did it.

“I was pretty much afraid of everything. Afraid of the world, afraid of speaking – a really, really shy kid. And music was a way to speak. As simple as that.”

These words belong to Metallica’s James Hetfield, from the opening lines of Guitar Center’s most popular video on their YouTube channel.

The video does what many other corporate videos fail to do: It opens on an emotion soon followed by a promise to the viewer. Also, there’s a main character who’s got something at stake and is not trying to hide it.

Whoever edited this sure knows the key elements of storytelling. Continue reading “Why brands need to stop talking about themselves. And other content marketing lessons from Guitar Center.”

Move fast and break things: How to get your B2B content marketing program up and running in no time.

facebook-the-hacker-way-poster-680x489As most content marketers, and social media marketers too, are painfully aware, the biggest issue these days (and years) is to create meaningful, sharable content that engages the audiences and nurture them in order to improve their lifetime customer value.

My take on it is that it doesn’t have to be neither hard nor expensive. Continue reading “Move fast and break things: How to get your B2B content marketing program up and running in no time.”

Marketing, journalism or just being there? The story of four Maersk Line timelapses

Following my last post which touched on corporate media and the journalism vs marketing discussion, I think there’s something to gain from looking at the recent production of four Maersk Line timelapse videos.

The point in my previous post (many others have said the same, most notably Tom Foremski) was that in the age of social media companies need to tell the stories that are already there. They shouldn’t try to invent the content. As many modern novelists will attest to there’s always an interesting story to tell – if you can see it, and know how to tell it.

This idea (coupled with a growing need to be trustworthy, human and transparent) led me to the conclusion that companies need to hire journalists, not marketers.

Continue reading “Marketing, journalism or just being there? The story of four Maersk Line timelapses”