content strategy basics

1. Don’t start by focusing on print; focus on digital. Digital channels and their low-cost barriers and ease of use are part of what has made content marketing explode. Think of YouTube, WordPress, Facebook, downloadable articles, or Constant Contact. Then consider paper, printing, shipping, warehousing, postage, and etcetera. Plus, remember that digital content is easier for today’s consumer to share with an audience.

2. Know that producing engaging content is a challenge. We all face it, and it’s most often learned through trial and error. Our instinct as marketers is to sell, promote, assert market leadership, and hit home those branding messages.

3. Resist the urge to have all of your marketing speak directly to your products and services. Strive to balance the promotional aspect of your content with informational evergreen content. Remember that content marketing isn’t push marketing — it’s a pull strategy that can be thought of as the marketing of attraction. It’s marketing that is engaging, educational, helpful, entertaining, and there when you need it.

4. No one likes a one-sided conversation. Don’t be the person on the date who only talks about themselves. Start your content strategy with a goal of establishing genuine customer-brand relationships by offering up content that your target audience would find shareable. Be the person on the date that wants the other person to go tell their friends about it, because that person will be one who gets the second date, while the one who only talks about themselves is in the never-ending cycle of first dates.

5. 90% of purchase decisions now begin with an Internet search. You’ll need content to help you show up in these searches.

david carson and why creative degrees don’t always matter

The brilliant, warm, and deadpan David Carson gave one of the most humorous, geniune, and arguably insightful TED talks about Design and Discovery. In it, he gives insight into the mind of a true designer, a world which most creatives do not look life, objects, themes, and constructs the same way an average person does.

There’s a layer below that piece of paper, a diploma, to how every creative thinks, one in which having a degree in design doesn’t necessary make one a great designer any more than getting an MBA makes you an world-class business person. Quite the opposite, sometimes getting degrees can mire a person by teaching them constrictions instead of endless possibilities. “World of endless possibilities” could sum up the approach David Carson takes towards design, and life in general.

David’s original education is that of sociology, how social actions, structure, and functions relate to the theoretical understanding of social processes. Understanding sociology may well be a better key to understanding marketing and design rather than a straight up education of either discipline. Design is far more than making pretty pictures, visuals, and how things look. Marketing is more than a mere process of communicating the value of a product or service to customers. There’s much more beneath the surface to understanding either or both. David entered design as an observer, he looked around and design and then put his own unique take on it. Had David perhaps formal training he wouldn’t be renowned in many design circles, leaving an indelible mark on the creative visual aesthetic. Shudder to think, but had he a four year design school education, his work would most likely wind up looking like everyone elses.

When one looks for talent for an organization, brand, what-have-you, whether that’s to assist in a message, visibility, to get the word out, to hire, retain, or whatever the relationship, there’s so much more than a person’s education or background. There’s the person’s perspective on the world and how they see it, and the value they add as a person, not a bloodless list on some job qualification requirements or bullets on a resume. David Carson’s talk should remind all of us in some position of hiring authority we must look past the formal education, learn what makes a person tick, their passion, their enthusiasm. Never discount intuition about someone, or your own. These are things that go much further than one’s education or background and can make the next great thought leader and one to watch in your industry.

the pitfalls of doing spec work

no-spec, spec hurts everyone

[Anyone who’s seen my lectures and talks already has heard this before.]

  • Would a doctor be asked to do surgery on patients, for free, just to see if a hospital liked how they operate?
  • Would an accountant be asked to balance a quarterly report for free just to see how he ran numbers?
  • A pilot be asked to fly a major airline route without an compensation to see how he lands planes?
  • A fireman asked to battle some major blazes for no pay first before a check or even or insurance to see how well he fought fires?
  • Professor told he has to teach a semester free? A nuclear engineer at a power plant? An actuary? Architect? Police officer? Asked to do work for free before getting any compensation?

None of these careers are asked to do free work as a theoretical carrot dangling in front of them, the reality, most cases, you’ll get the stick.

Put it to you another way as Topic Simple did in an informative video, could you ask a chef at a fine restaurant to make you a delicious meal for free simply to see if you liked it? Or a lawyer to do up your will, but  you’d only pay him if you think it’s good enough.

A recent student I mentored awhile back wrote me about a potential job he was offered, but first, they had him design mockup web pages and logos for their new line of software. This company never had him sign anything (red flag), but he was hungry for the work, and potential employment. He spent hours, thinking, crafting, anguishing over designing beautiful web pages that would take the company to the next level and impress upon them enough that he would be a perfect fit for their oranization. They thanked him, he never heard back despite leaving message and emails, but they did use his work on their website. Not only is this borderline criminal, again, ask yourself, what other profession would this happen in?

It’s a story I’ve heard too many times, seen too many times, and the majority of times it ends badly. I’ve been on the hiring end of many creative talent, I’d never even dream of asking any potential hire to do work for free.

The AIGA, the largest professional association for designers in the world, official stance:

Fees: A designer shall not undertake any work for a client without adequate compensation, except with respect to work for charitable or nonprofit organizations. A designer shall not undertake any speculative projects, either alone or in competition with other designers, for which compensation will only be received if a design is accepted or used. This applies not only to entire projects but also to preliminary schematic proposals. A designer shall work only for a fee, royalty, salary or other agreed-upon form of compensation.

Rather succinct.

So creatives everywhere, stop chasing free work. Unless it’s your Mom, a buddy, or something you’re doing for fun, say no. Saying yes hurts not only yourself, but the design industry’s legitimacy. I’ll add, the same goes for writers, programmers, or anyone in the creative or IT field, say no to spec work.

For more information including tools, education, and further resources, visit nospec.com

it’s all about relationships

“Whether between a client and provider, two networked people, your friends and family, in business and in your personal life, you have to cultivate and maintain your relationships. Relationships are a lot like a garden, tend to it and good things will grow and blossom, be apathetic or careless and they will wither leaving you nothing but fallow soil.”

social media rundown

As I look to providing better content strategy to clients and the Colin Nekritz brand (be it what it is) I’m reminded of this social media explained on a dry erase board.

social media explained on a whiteboard

Apple > other brands

A report from identity and brand consulting company Interbrand shows that Apple has overtaken Coca-Cola, where I once worked creating branding and identity, as the world’s most valuable brand. This knocks Coca-Cola from its 13-year tenure in the annual “Best Global Brands” reports The New York Times.

How much is a brand worth? Apple’s brand as valued is close to $100 billion, that’s a lot of iPhones. Intriguing, though not surprising, Google sits rather comfortably now at #2, bumping Coca-Cola down to #3, the top ten is dominated by tech, it’s a tech world after all. Only non-tech in the top ten is Coca-Cola, McDonalds, and Toyota which has held the same position for a couple years. It should be noted that, at one time, IBM would often be at the top this list or be #2; honestly I’m a bit surprised it’s still holding on here considering how much is divested itself from being everything tech, guess it’s the collective conscience permanence that keeps it there.

Biggest Brands of 2013

how a product or service is perceived

An intriguing breakdown of a brand in a hefty yet informative infographic. There’s a second graphic below to help understand the dynamic from the core out.

classifyingexperienceclassifying_experiences_breakdown

For those wanting to see this in more detail, download a more legible PDF (2.9 MB) big picture sheet to print out.

if brands slogans were honest

Those not following Honest Slogans are missing out, brand slogans which will have you chuckling in the “this wouldn’t be so funny if it weren’t true” way.

mtv_does_not_play_musicnyquil_comaq-tips_go_in_your_earcambells_soup_salt

ben_and_jerrys_satisfiesmens_health_perfect_abswaffle_house_is_drunk_foodlego_the_bane_of_your_footbugles_finger_swordstarget_is_walmart_for_the_middle_class1
nature_valley_crumbs_everywhere1
hot_pockets_more_like_hot_and_cold_pockets1
youtube_comments_are_awful1barnes_and_noble_is_a_library_with_coffee2

intriguing interactive career salary graphic

Despite traveling, giving talks, and meeting many college staff and educators while working in the higher ed sector over many years, this is the first I’ve heard of Rasmussen College. This said, they have a pretty good identity and branding effect, modern website, decent message, but what drew me from elsewhere on the web was their interactive career salary guide.

It looks like I should have become an anesthesiologist, or anything in medical really. While the graph and it’s data is intriguing, looking at the isolating my category of interest, with only the creative field displayed, can’t help but wonder where they’re getting the math, it doesn’t align with other industry publications. Art Director seems a bit high, it’s higher than a Producer and Director, which, odd, in my experience that’d be a first. Even graphic designer seems too high, maybe NYC pulls up all the numbers by a good five figures for this interactive graphic? Creative Director, as a standalone title, is nowhere to be found; if on there while it should be about $110,000, by the math they use however it would probably be approximately $150,000.

Nitpicking aside, fun to play with, go enjoy .

Career Salary Guide

Adobe Photoshop CC – rather humorous parody video