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mass production

I am a big fan of content creation, the new marketing meme sweeping the nation. Content creation has been around as long as the written word. As a tool to promote and sell it has been around since Bass Ale invented its mark and the Sears Catalog was the Amazon of its day.  But the words “content creation” in this age of Google and iPhone movies has taken on, at least for me, a strong commodity meaning.  A creative-by-the-pound activity measured in attention then, maybe, sales.

I am a brand planner who measures success not by hits or vague engagement activities but by sales. And future sales. Sure I’ll write a speech on “web accessibility” for an agency trying to score points at a client’s annual marketing meeting, but I don’t want giggles, attaboys and future invitations, I want new customer contracts. Content isn’t oration, it’s selling.

So the brand planner in me thinks that content creation or content marketing ungoverned by a brand strategy (one claim, three proof planks) is wasted effort. Every act or action that marketing achieves needs to motivate a sale in one way or the other. If you are doing content creation and it doesn’t move a customer closer to a sale, you likely don’t have an articulate brand strategy.




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engineers hat

Date-driven is the other new thing.  Find a business category and put the words “data-driven” in front and you have an new and fertile business. Data-driven Social Marketing Solutions for the Dachis Group.  Data-driven instruction for Teq, Inc. and educational development company. Data-driven decision making. Data-drive fill in the blank.

When has any field of endeavor not been data driven?   Data has successfully driven businesses for time immemorial. Como se Sears catalog?

Today, however the web has enabled us to be awash in data. And it is a good thing. Enter the Haggis.  I mean, enter the dashboard. The dashboard has a way of keeping us sane. Then there is the dashboard engineer: the person responsible for looking at all the dials and doing something smart with it. The dashboard engineer will be the new social media manager. A data nerd who reports data, reports patterns and trends, but may not see the bigger marketing picture.

Mark my words, on the job boards of the future we will see data engineer and dashboard engineer titles aplenty. Then the fill in the blank will come before the title.  Peace. 

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