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In the November 2016 elections, marijuana lit up the ballot. Voters in California, Massachusetts, and Nevada legalized recreational marijuana. In Florida, North Dakota, and Arkansas, constituents approved medical marijuana measures. And in Montana, where a restrictive 2011 law threatened to shut down dispensaries, voters chose to protect and expand access to medical cannabis facilities.
Brand management is a little bit like dental hygiene: Those who avoid it are going to end up with big problems that easily could’ve been avoided. Yet marketers who fail to comply with brand standards and legal safeguards risk losing more than just a tooth. These failures often cost content marketers their credibility and, in some cases, their jobs.
I grew up playing one of the least glamorous positions on my soccer team: left defender. I wasn’t the forward who scored the goals or the keeper who made the heroic saves. No, I was responsible for stymieing the offense and starting the chain of passes that would put our strikers in position to score.
A Clinton running for president. The Full House cast on TV. Millions of people catching Pokémon. Crop tops, platforms, and chokers. A headline from a BuzzFeed article sums it up well: “In Case You Haven’t Noticed, 2016 Is Basically The ’90s.” Now, stock-imagery and video-licensing platform Shutterstock is tapping into this nostalgia.
Nobody wishes you luck unless you’re an underdog. In Hollywood, our favorite protagonists like Rocky, Luke Skywalker, and Elle Woods all hear the words of encouragement from friends and mentors before they take on a crucial challenge. But wishing someone luck also comes with the understanding that these protagonists may fail. (The subtext: Good luck because you’ll need it.
Two entrepreneurs meet at a cafe to discuss music and books in six languages. A young mother examines the sonogram of her son, relieved she will give birth to a healthy child. Doctors examine patient data to understand how prescription patterns play a role in the heroin epidemic. While these subjects sound like Netflix documentary recommendations, they are, in fact, the focus ...
Content marketers are obsessed with tying their work to ROI, and rightfully so. Whether you create content to drive brand awareness, generate leads, or spark a sale, you have a responsibility to show the tangible impact of your investment. ROI means different things to different people, but on a basic level, it’s just proof that your department knows what it’s doing.
When I first imagined being an editor in New York City, I saw myself tucked away beside a fireplace in a cozy cafe—article and red pen in hand. While this fantasy remains a weekly ambition, it looks nothing like my actual life as a digital editor in 2016. Unlike my fireplace reverie, digital publishing involves a regimented system of checks and balances.
Marketing analyst Rebecca Lieb likes to say, “Content is the atomic particle of marketing.” But as we get closer to 2017, we should probably tweak that to: “Content is the atomic particle of all communications.” For the last few years, marketers have tapped into the power of storytelling by creating content that inspires brand awareness, promotes thought awareness, and generates leads.
For months, my health-nut brother has encouraged me to develop a meal plan. (“Dumplings are not a food group, Erin.”) To humor him, I decided to map out what I would eat. Suddenly, my menu was no longer determined by drunken noodle cravings. I started to classify food by value. I organized components into categories—protein, fats, grains, and vitamins—that would provide enough ...
On March 3, 1914—the day before President Woodrow Wilson’s inauguration—8,000 suffragists marched past the White House to protest for the right to vote. Even though the organizers had secured a permit, people spit on, assaulted, and heaved objects at the protesters. Women wouldn’t be able to vote for another six years, but the march was a symbolic demonstration that they were u ...
There’s a retainer out there that fits like a mouthguard and allows you to control everything from home appliances to video games to wheelchairs, all by shifting the position of your tongue. Although the invention sounds like something from Ray Bradbury’s imagination, it’s actually part of a student project at Cornell Tech.
Two polyglots sit down for coffee and croissants in a cozy Berlin apartment. “I try to speak Portuguese because I really like Brazilian music,” Erika explains in Portuguese. “But why?” Matthew asks in Italian. “Because you like samba or bossa nova music, or do you like fado?” “Well, I also like Portuguese music from Portugal, fado, but it’s very sad,” she responds, switching ...
One of the biggest mistakes a brand can make is to hire someone for a content role without ﬁrst considering whether that person is equipped to execute within the company’s larger content strategy. Some people excel as creators, writing and editing till it’s time to go home. Others have a knack for the marketing side, understand how content ultimately fuels and serves an entire corporation.
Five years ago, the term “marketing stack” was barely used outside of discussions between the most tech-savvy CIOs and CMOs. There were roughly 150 tools you could use to manage how people interacted with your brand. If you were enough of a marketing geek, you could memorize them over your morning coffee. The scene has changed dramatically since then.
Every day, I religiously check my mailbox to look for the newest issue of The New Yorker. I know it only comes once a week, but each time I open the mailbox, I have this irrational hope that a fresh copy will be waiting for me. When it does arrive, I head upstairs, establish an impenetrable nook, and spend the next 45 minutes with a familiar friend.
Late last year, Cisco laid off over 100 marketing staffers. “Now we’re restructuring and hiring two hundred content marketing people globally,” said Katrina Neal, the head of content marketing for Cisco’s service provider segment. The move signiﬁes not only a change in marketing tactics, but also an effort to refocus the company around storytelling. Cisco isn’t the only one to make this move.
A few weeks ago, comedian Chelsea Handler stuck her face in a bowl of spaghetti bolognese. The video was not a stint on one of her late night appearances. Instead, it was a call to action for Italian Prime Minister Matteo Renzei to pledge his allegiance to fight world hunger. Orchestrated by Global Citizen—a nonprofit that brings awareness to global issues through social acti ...
One of the biggest mistakes a brand can make is to hire someone as part of its content team without considering whether that person is equipped to execute within the company’s larger marketing strategy. “What I usually see a lot is the organization has not enabled enough transition time,” said Baron Manett, former senior vice president of Ariad Communications and founder of Pe ...
Harold, a burly 66-year-old man, was devastated when he lost his wife. Exhausted from depression, he could barely get out of bed, let alone run his business. After a few sessions with psychologist Dr. Jacqueline Simon Gunn, Harold took her advice and began an endurance training regimen. Each day, Harold increased the distance he rode his bike and lifted more weights. Slowly, he grew stronger. Dr.