Content is the present – and future – of marketing

Content is the present – and future – of marketing

But what exactly is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day. Good content marketing makes a person stop…read… think… behave… differently.

Thought leaders and marketing experts from around the world, including the likes of Seth Godin and hundreds of the leading thinkers in marketing have concluded that content marketing isn’t just the future, it’s the present (see the video below on the history of content marketing). https://youtu.be/9OHgMMpGLzk

Taken from: http://contentmarketinginstitute.com/what-is-content-marketing/

The volume of increase available content is growing without stopping.

So, good content is the cornerstone of choice. What will happend: The provision of content grows exponentially, our ability to concentrate goes down, the supply of devices that take our time and attention increases …so, bet in good content

Tres apuestas para 2016

"Tres apuestas para 2016 protagonizaron las intervenciones. Una: el poder del big data, que se consolidará en breve como nuevo oro negro ("Estamos en un mundo con mucha información; con su análisis, los modelos de negocio cambian", afirmó García Cantero). Dos: el nuevo año normalizará el Internet de las cosas ("la Red ya no está solo en nuestras pantallas; lo digital se extiende como una piel que cubre el mundo físico", resaltó). Y tres: la extensión de lo digital y de ese enorme volumen de información también alimenta riesgos y miedos específicos, y por eso la ciberseguridad y la privacidad cada vez suscitarán más el interés de expertos, empresarios y gestores públicos."

http://tecnologia.elpais.com/tecnologia/2015/12/01/actualidad/1448974697_993162.html

Expecting the unexpected (by Seth Godin)

Expecting the unexpected

Are you doing your work for an ordered market? A region where there is stability and rules and predictable outcomes? Some examples: selling to people who have purchased before, entering a market with established competitors, contributing to a media ecosystem that works in mostly predictable ways...

The alternative are blue sky arenas where unpredictability is the rule, not the exception.

Most of us don't live and work on the frontier, and we plan our lives accordingly.

Life on the frontier brings its own rewards (and risks) but there's never an advantage in imagining that it's stable. It's hard to be surprised if you establish up front that you're likely to be surprised.

It helps to know the rules of physics in the universe where you are choosing to live. 

O mundo novo da internet leva-nos, cada vez mais, a ter que sair da nossa zona de conforto. Mais do ser uma vontade, torna-se uma necessidade. Acredito que o Pastel de Nata de hoje continue a ser o mesmo Pastel de Nata do futuro. Mas, quem sabe, uma qualquer Bimbi pode alterar as regras do jogo.

Mas existem serviços e produtos que cada vez mais se vão ver substituídos por “sabeseláoquê”. Este “sabeseláoquê” vai fazer com que muitos de nós tenhamos de sair da nossa zona de conforto.

Life is better with a Vespa # 107 (John Wayne)

John Wayne with his new horse

Another John that like Vespas 

Sign o the times

For the first time ever, online media consumption is bigger than TV consumption —@TheEconomist

O que não parece acontecer com esta versão dos Muse / What does not seem to happen to this version of Muse:https://www.youtube.com/watch?v=WXNpyF_9fYo

Life is better with a Vespa #106

Just passing through (by Seth Godin)

Just passing through

Older guy walks into the service area on the parkway and asks one of the staff, "do you have a pay phone? My car broke down and I need to call my daughter."

The staff person, killing time by checking his cell phone, is confused. He's not sure what a pay phone is, then he figures it out, and says, "no," before going back to his phone.
It never occurs to him to hand the phone to the man so he can make a call.
Part of it is the boss's fault. He's not paying much attention to hiring or training or incentives. He's paying as little as he can, and turnover is high. After all, every one of his customers is just passing through, no need to care.

And that message comes through to the staff, loud and clear.

Of course, at one level, all of us are just passing through.

From a more practical, business level, the ease of digital connection means that it's more and more
unlikely that you can be uncaring or mistreat people and not be noticed.

But most of all, life is better when we act like we might see someone again soon, isn't it?

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Recentemente encontro-me à espera de um amigo que foi pagar uns cafés e ele diz-me: a moças que iam à na fila, quando pagaram, viram um anúncio da época "há bolo rei". Como a pastelaria tem bons bolos, perguntaram ao caixa...tem bolo rei? resposta rápida e seca...isso é lá com o balcão...eles é que sabem... as moças saíram disparadas do café...talvez fossem comprar amêndoas da páscoa ...
Basicamente o que se retira é que uma resposta desajustada, pouco preparada, pode estragar ou estraga o trabalho de toda a cadeia que está atrás.

As moças devem ter ficado com pouca vontade de voltar..........