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Carri Bugbee

'You Need Editors, Not Brand Managers': Marketing Legend Seth Godin on the Future of Br... - 0 views

contently.com/...-the-future-of-branded-content

content marketing curation editors brand editorial

shared by Carri Bugbee on 18 Feb 15 - No Cached
  • But then there’s the whole obsession now with tying content to revenues—in other words, tracking whether people who are consuming your content will eventually buy something from you, and putting a hard number on each piece of content you create. Do you think that’s misguided? Oh, I think there’s no question it’s misguided. It’s been shown over and over again to be misguided—that in a world of zero marginal cost, being trusted is the single most urgent way to build a business. You don’t get trusted if you’re constantly measuring and tweaking and manipulating so that someone will buy from you.
  • I don’t have any problem with measurements, per se; I’m just saying that most of the time when organizations start to measure stuff, they then seek to industrialize it, to poke it into a piece of software, to hire ever cheaper people to do it.
  • There are constantly trends and fads on the Internet, and people make a good living amplifying them. But I think that industrialized content marketing is one of those fads, and it will end up where they all do: petered out because human beings are too smart to fall for its appeal.
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  • I think that it’s human, it’s personal, it’s relevant, it isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.
  • See, you are absolutely right here. When I think about how much money someone like Gillette spends, the question is: Why doesn’t Gillette just build the most important online magazine for men, one that’s more important and more read than GQ or Esquire? Because in a zero-marginal-cost world, it’s cheaper than ever for them to do that.
  • I think part of the challenge is that we have to redefine what business we’re in. I think that most big companies come from the business of either knowing how to use TV advertising to build a mass-market product, or knowing how to build factories to build average stuff for average people. I think we have to shift to a different way of thinking.
  • My new book, What to Do When It’s Your Turn, is all about the fact that what we get paid to do for a living is to expose ourselves to fear. That’s our job. If the people we work for aren’t up to that, then maybe we should go work somewhere else.
  • There’s sort of a parallel there with the debate over the ethics and merits of native advertising. How do you feel about sponsored content? There are two kinds of native content: There’s content I want to read and content I don’t. If you’re putting content I don’t [want to read] in front of me, it doesn’t really matter how much you got paid for it—I’m probably not happy.
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