8 Ways a Digital Media Platform is More Influential than “Marketing”

Image of Red Stripe Logo

Imagine this scenario.

Two attorneys are chatting against the beautiful tropical backdrop of the Cayman Islands. The elder lawyer suggests to the young rising star that he “grab a Red Stripe,” which leads to the selection of the Jamaican-brewed beer from an ice-cold fridge.

So simple … but it’s a powerful association between the “good life” and a particular brand of beer. Did it work?

Within a month, sales of Red Stripe in the United States increased by over 50%. Within a few weeks of that, the company collected a $62 million payday by selling a majority interest in the brewery to Guinness.

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Don’t Waste Your Time with Native Advertising

It’s a brilliant piece of native advertising.

Visually appealing and information rich, this sponsored content walks you through numerous variations of oysters, where they hail from, and interesting facts about each.

The New Orleans, we learn, was the preferred oyster of Jean Lafitte, and is the key to Oysters Rockefeller. The sweet and succulent Tangier oyster captivated Captain John Smith when introduced by Pocahontas, and the rest is history.

Next, you’re hit with the ultimate pairing sensation, as you imagine washing down these delicacies with a cold beer. Not just any beer, of course — a Guinness Extra Stout.

I don’t even like oysters, and this sounds amazing right now.

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Are You Confident in Your Content Marketing? (New Study Suggests You’re Not)

cover image of CMI study

Here’s a fact about content marketing that’s actually shocking.

The 2014 benchmarks, budgets, and trends study by Content Marketing Institute and MarketingProfs (sponsored by our own New Rainmaker) is out, and it includes a number of surprising findings.

Most notable is this: There remains a wide gap between the number of small business B2B marketers using content marketing (almost all of them) and those who believe their content marketing efforts are effective (less than half of them).

That’s right — 55% of small business B2B marketers using content marketing believe that their efforts are, at best, having zero impact. Something is clearly missing.

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The Decline and Fall of The Great Gate

Image of Victorian Hang Glider

For as long as many generations could remember, The Great Gate stood in the center of The Great City.

It was an ominous and magnificent structure, one that the people looked to for a constant supply of wonder, enlightenment, and joy.

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Does Your Copy Pass the “Forehead Slap” Test?

One of the most repeated rules of writing compelling copy is to stress benefits, not features.

In other words, identify the underlying benefit that each feature of a product or service provides to the prospect, because that’s what will prompt the purchase.

This is one rule that always applies, except when it doesn’t.

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How Paying for Postage Made me a Better Marketer

image of postage stamps

I have a confession. I’m a direct mail guy.

I’ve been responsible for over a billion pieces of mail. And when I say “mail,” I mean those paper things that come to your physical mailbox. (Good thing I didn’t have to lick the stamps.)

I’ve learned a ton from the online marketers I’ve been hanging around with the last few years. Your expertise in harnessing technology amazes me, and the speed with which you execute astounds me.

But as we all know — especially in the Copyblogger community — good great copy and creative raises all boats.

And anyone who claims to be “crushing it” online could, well, “crush it even more” if they paid as much attention to their copy as they do to the technology.

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