Voices

    • Everything Wrong With Marketing Speak, in 1 Chart

      At 4:40 pm on Thanksgiving, as I was explaining how I’d found synergy between two family recipes to optimize the juiciness of the turkey, I realized that marketing speak had finally sabotaged my vocabulary. “What are you talking about?” my cousin asked. She was looking at me like I was an alien from a planet where everyone was born with four tentacles and two MBAs.

      Joe Lazauskas/ The Content Strategist- 8 readers -
    • Why Understanding Pain Is the Key to Customer-Centric Marketing

      When you’re upset, those closest to you can see it in your eyes, your posture, perhaps even your appearance. They’ll ask those two magic words—“What’s wrong?”—and then you’ll launch into a play-by-play dialogue of work drama about how Doug was rude to you, where Divya was sitting in relation to you at the conference table, and why you’re never going back to that office again (until tomorrow).

      The Content Strategist- 26 readers -
  • This Psychological Trick Can Make You a More Empathetic Marketer

    … Even though I am [redacted] years old, I follow a bunch of trendy Instagram humor accounts aimed at people in their 20s and teens. I’d like to tell you I do this because I think it’s important to keep up with the latest digital trends… but it’s also possible that I just have an immature sense of humor. Lately, I’ve been paying closer attention…

    The Content Strategist- 18 readers -
  • The One Marketing Buzzword You Should Actually Care About

    … Think back to the last time you had a terrible-no-good-very-bad-I-want-to-move-to-Australia day at work and needed to talk to someone about it. You may have turned to an amazing partner or friend who let you ramble on near endlessly and incoherently, asked appropriate questions at appropriate intervals, handed you Kleenex when needed…

    The Content Strategist- 12 readers -
  • 10 Insightful Conversations About the Future of Content

    … This summer, I jumped at my first opportunity to head to Cannes. The awesome folks at Index Exchange invited me to host their video studio and interview a couple dozen different ad-tech leaders over the course of the five-day festival, which gave me a convenient excuse to buy aviators and white pants. Things got really interesting, though, about…

    Joe Lazauskas/ The Content Strategist- 14 readers -
  • The Secret to Measuring the ROI of Brand Sentiment

    … If you’re a marketer with a pulse and a subscription to Ad Age, you’ve heard that great content is the key to building relationships with your target audience. But amidst all the top-of-funnel engagement metrics, lead attribution data, and fancy Powerpoints designed to convince our bosses to double our content marketing budgets, one question often…

    Joe Lazauskas/ The Content Strategist- 13 readers -
  • Infographic: The Science of Brand Voice

    … if you can measure the tone of a single article against an entire archive of existing content. To learn more about the impact of tone science and see how it works, check out the infographic below. The post Infographic: The Science of Brand Voice appeared first on The Content Strategist. …

    Jordan Teicher/ The Content Strategist- 17 readers -
  • Why Consumers Want Brands to Take a Stand on Social Issues

    … Rob Holzer remembers the first time he came to Cannes six years ago after starting Matter Unlimited, an agency focusing on ad campaigns that drive positive social change. “People would sort of just tilt their head nicely and be like, “Oh. That’s nice,” Holzer recalls. “But, like, how are you guys going to make any money?” Since then, Matter…

    Joe Lazauskas/ The Content Strategist- 14 readers -
  • How Huge Founder Aaron Shapiro Measures the ROI of Design

    … Six years ago, I launched a site to cover the intersection of advertising and technology in New York. One of my first profiles was on Huge—a small, red-hot Dumbo design agency that had designed a mobile streaming app called HBO Go. This past summer, I caught back up with Huge founder Aaron Shapiro, who has since turned his small shop into a full…

    Joe Lazauskas/ The Content Strategistin How To's- 20 readers -
  • Emergency Alert: We Need to Rethink Content Strategy

    … Netflix drives how we think about so much: dating, friendship, introversion, internet memes. But I’m a total dork, so when I think of Netflix, the first thing I focus on is content strategy. In a book I co-wrote with Contently founder Shane Snow that’s being published this fall 1, we write about Netflix’s foray into original programming. In 2011…

    Joe Lazauskas/ The Content Strategistin Social Content- 17 readers -
  • A Day in the Life of a Content Strategist

    …. The workshop will give companies a chance to learn how to analyze the tone of their current content and determine if they should shift their brand voice to reach their target audience. 10:00 a.m. Today gets off to a quick start. I take some time after our standup to answer high-priority emails, but I also have to review a competitive analysis…

    The Content Strategistin Content- 12 readers -
  • Candid Feedback and the Future of the Freelance Marketplace

    … The last time I stayed in an Airbnb, the host made me pick up the apartment keys from a cashier at a convenience store several blocks away. Naturally, when it came time to rate my stay on the site, I docked a few points for the check-in process since the host should know it was pretty inconvenient. (Although I did score some Tastykakes waiting…

    The Content Strategist- 14 readers -
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