Broadly speaking, native advertising is said to be any advertising that matches its environment.  On a social network, this often comes in the form of a brand-promoted post appearing alongside organic posts from users that person follows. On a publisher’s site where the norm is written content, videos, infographics or other multimedia, native advertising takes …

There I was, (ironically) sitting in my Facebook feed. The death of Instagram for brands, posted by the publisher Techcrunch, appeared organically in my feed, and then it was re-posted by my good friend in a social media group discussion.  The irony hit me hard. Here’s why. 1.  On What Planet Do Brands Get To …

The two most prevalent reasons B2B organizations have been slower to adopt social media practices in comparison to B2C companies are, a lack of ability to measure results, and the mindset that social media “doesn’t apply in our niche industry.” In fact, for many B2B organizations, the teenager characterization is being generous. The fact is …

I recently ran a workshop called the Personal Brand Lab at a digital marketing conference – SMX West – in San Jose.  While the SEO and Social Media workshops were jam-packed with attendees, just four people had signed up, and we had one no-show.  Reflecting on this poor turn out with the organizers of the …

What Branded Videos Need, To Be Shared Over And Over… And Over Again. Virality should rarely be the primary goal of a branded video.  And virality can never be guaranteed.  But it can mean free advertising, press, and hype leading to insane amounts of awareness and, when executed with exceptional skill, increased sales. As a …

Today, organizations use social channels like Twitter, Facebook, Pinterest, and now even Snapchat, to share messages and engage with customers in a more intimate and personal way than is possible through traditional marketing channels.  Because the world of digital media evolves so quickly, This means that to keep from falling behind, organizations need to continually …

The world of marketing has become a volatile place over the past several years.  Consumers are no longer interested in typical avenues of product promotion and tune out advertisements faster than a 13-year-old listening to a parent’s lecture. This is, in part, what has driven content production to flood every information channel of the Internet …

It is impossible to open a social network these days and not see the stream of images, videos, and graphics that dominate the experience. In fact, according to a survey by Harvard University, Snapchat is the fastest growing platform among Millennials, with Instagram close behind.  And while Facebook still reigns king as the most widespread …

Brand storytelling is more than just branded content, native advertising, creative campaigns on Facebook or tear-jerker Super Bowl commercials. It should also involve mobilizing employees to participate and feed a brand’s content engine.  And it’s not just employees tweeting or sharing company news in social media.  It’s about surfacing the amazing stories about the brand, …

In the documentary The Story of Content: Rise of the New Marketing (26:54 mark), River Pools & Spas Co-Owner Marcus Sheridan shares the following about their turnaround from near bankruptcy to becoming the global leader in fiberglass pool education: “The moment we stopped saying, ‘We’re pool builders’ and started saying ‘We are the best teachers …