Archives for March 2014
Digital is winning, even inside the studios.
Anne Thompson, author of The $11 Billion Year
The motion picture CEOs aren’t stupid… While they may be hanging on tight to the old ways so that they can grab as much short-term cash as possible via top-down models that manipulate consumers by telling them what to buy, they know the ground under their feet is unstable. In order to survive they will have to learn to listen to their customers, find out what they want and how to best serve them. The old strategies in the movie business are disintegrating, as the ownership model gives way to one that is all about access. Adapt or die.
5 skills for content marketing
- Foster an experimental mindset for testing and iteration. Language patterns and digital consumption keep changing and content marketers must contently try new approaches
- Think like a reader (and a search engine). Human readers come first, but content needs to be organized in a way that optimizes its relevance to search engines.
- Apply journalistic curiosity to create useful and credible content. What’s the story and what’s its impact on the reader?
- Understand social platforms for listening and distribution. Two-way dialogue strengthens brand loyalty. Discussion and debate extend the lifespan of your content.
- Motivate your audience. Use data and feedback to decide which calls to action work best.
#Sideeye – GoT Edition
Game of Thrones is releasing a Hip Hop mixtape. We’ll give you a moment to let that sink in.
Apparently HBO is looking to appeal to a more multicultural crowd – GoT’s current viewership is 76% white – and felt that releasing a mixtape with some of hip hop’s biggest stars would do the trick. We have a few issues with this “strategy”:
- Can someone check those stats, because everyone we know – black, white and in between – is watching Game of Thrones
- People of color are not a monolithic group and cannot be marketed that way. It is far too transparent and incredibly lazy for HBO to say to themselves, “we need more people of color watching this show. I got it, let’s rap to them!” Blacks and/or Latinos does not equal Hip Hop, in the same way that White does not equal Rock & Roll.
HBO’s attempt to connect with multicultural audiences falls flat on its face. And for that, we are not impressed.
Here’s a great article summing up the marketing move, featuring some tweets expressing their frustration (look closely, you may see a familiar face)
And hey, HBO, the next time you’re looking to market to a multicultural audience, holler at us. We know a thing or two about creating inclusive communities online that are authentic and gimmick free.
No seriously, give us a call.