Noah Brier dot Com

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Talking About Brands and Content

I’m doing this “virtual panel” about content over at the new FastCo Create site. The first round is up (I’ll update this post as it goes up) and here’s a quick excerpt from my answer about what brands need to know about content:

I’m not actually sure that creating editorial content is all that different than creating promotional content, at least on a high level. Advertising is a process of combining brand outputs (look, feel, voice) with cultural inputs (insights, trends, etc.) and creating a piece of communication. The shift I see taking place is that the traditional processes around creating content for a world of campaigns break-down in a real-time content creation environment: Brands and agencies aren’t currently set up to consume culture as it happens, which is what media organizations do. I think this is a big shift we’ll start to see inside brands over the coming years. It’s not that they’ll try to model themselves on media organizations, but rather, they’re going to rearrange themselves around real-time consumption of content, data, analytics and anything else they can get their hands on to help make decision and communicate better.

brandscontentmarketingMarch 6, 2012

Good thoughts from Neil Perkin on curation and Percolate: “As brands increasingly become content producers, and move into content hungry practices and channels, creating interesting stuff on a sustained basis is becoming a real challenge. As does mastering not just the stock, but the flow (flow being "pieces of content, produced rapidly and at a low cost"). Brands simply do not have the resource capability to accomodate this emerging requirement without utilising different forms of curation including algorithmic, social, as well as professional. As usual, it is by overlaying the best that technology can offer, with the capability of smart, talented people that works.” Pretty awesome to see smart people picking up on some of our themes.

The New Content Curators - Only Dead Fish

brandscurationmarketingDecember 16, 2011

Really smart thoughts from Dan Frommer on the Twitter redesign. I especially agree with his thoughts around direct messages: “Twitter is trying to de-emphasize private messaging by moving it a layer deeper in the user interface. I’m guessing there are a bunch of reasons for this, not limited to: Simplicity, perhaps relatively low usage by most users, potentially confusing rules around DMing, and that more public content is probably better for Twitter’s product and advertising goals. Some long-time and hardcore Twitter users are probably going to be upset about this, but one of Twitter’s strengths has always been its willingness to design for its mainstream users at the expense of its geek users. (Tip: To get fast access to your DMs on Twitter for iPhone, you can swipe up the “Me” icon at the bottom.)” Also curious to see where things go with brands.

The new, new Twitter: 10 big takeaways – SplatF

brandsmarketingtwitterDecember 9, 2011

In case you’ve been wondering what I’ve been up to over at Percolate, we’re starting to announce some of the brands using the platform to help them power content production. Last week was GE using it to keep things flowing at Healthymagination.com and this week it’s AMEX OPEN Forum curating content to their new Tumblr (the latter got a nice shoutout on The Next Web last week). Will try to put together a longer, and more cohesive, explanation of what we’re up to with brands later this week.

Percolate and AMEX OPEN Forum | Blog @ Percolate

amexbrandsgemarketingopenforumpercolateNovember 14, 2011