Content Marketing

“The stock market is not the economy.”

When the stock market is up, it doesn’t always follow that the economy is great. When the stock market crashes, it doesn’t always mean the economy is bad.

That’s as true today as it was 25 years ago when I first got into marketing. And it’s a great reminder to avoid basing business decisions on faulty connections.

Over the years, I’ve learned an adjacent lesson about content and audiences: Popularity isn’t a sign of differentiation. People don’t necessarily regard what is popular among online audiences or the media as high quality – or even true.

[Read more…] about How a ‘Purple Audience’ Approach Leads to a Better Long-Term Content Strategy

The creator economy is built around influencers and their audiences.

As audiences put a significant amount of trust in their favorite influencers, it makes sense that marketers would want to pay more attention to influencer marketing than before.

This post will go over the data-backed benefits of using influencer marketing, along with insight from a HubSpot social media expert.

[Read more…] about Benefits of Influencer Marketing [Data + Expert Insight]

Nearly 60 million Americans—as much as 40% to 50% of the workforce in some cities—are members of the Creative Class, meaning they are directly employed to work with their intelligence and creativity, in fields spanning the arts and culture, science and innovation, and the knowledge-based professions. This is up from just 10% to 15% of the U.S. workforce in 1980.

The more recent rise of online creators and the Creator Economy is the digital manifestation of the rise of creativity as a key element in our economy, society, and everyday lives. Although creators are often thought of as merely digital influencers, they’re better understood as anyone who makes and publishes unique content online, whether that’s videos, films, art, music, designs, text, games, or any other media that audiences can access and respond to. Therefore, the Creator Economy is the economic, social, and professional ecosystem that creators work in, including such digital platforms as Facebook, YouTube, Instagram, TikTok, Twitter, LinkedIn, Substack, and Patreon; the digital tools and apps that they use; the startup companies that are constantly advancing their technologies; and the people and companies that support creators’ work and help them monetize it, from videographers and makeup artists to business managers, accountants, and branding consultants.

[Read more…] about The Creator Economy is the Future of the Economy

Let’s face it — there’s always another brand out there that makes a product similar to yours. Chances are that there are quite a few brands that make products or services similar to yours.

It’s also likely that new brands and businesses will pop up in the future with similar products. With this in mind, how do new brands compete in such saturated and competitive markets, so much so that they become market leaders in their niche?

In this post, we’ll discuss how three brands, SKIMS, Liquid Death, and Dollar Shave Club, introduced old but new products to market and achieved significant success.

[Read more…] about How SKIMMS, Liquid Death, and Other Brands Made Age-Old Products Feel New, Exciting, and Different