This post is the intersection of a few different things I’ve been thinking about lately. First is Percolate. Part of the process of introducing the company to new people is frequently recounting the story of where the product came from. James and I have probably sent each other a thousand different articles back and forth and I asked him recently for his list of top articles that really inspired his thinking in the space. The second thing is Robin Sloan’s Fish which is all about the difference between liking and loving content. It made me think about the list of the content and marketing-related articles I’ve read that I come back to frequently. This is that list. Some of these are newer and may not hold the test of time, but most of them are things I’ve come back to (at least in conversation) about once a month since I’ve read them (they are distributed over the last 10 years).
Without any further ado, here’s my list:
Stock & Flow
Not specifically about marketing, but it’s all about content. Stock and flow is how we’ve taken to thinking about content at Percolate and this is really where that idea came from. I’ve written a few things inspired by the idea and use it frequently to explain how brands should think about content (and why Percolate exists).
Many Lightweight Interactions
This is the most recent article of the bunch and comes by way of Paul Adams, who works in the product team at Facebook. It was a really nice way to explain a lot of the stuff I’ve been thinking and talking about with clients over the last five years. Specifically it talks about how the web (and specifically social) offer brands an opportunity to move from a world of few heavyweight interactions (stock in Robin’s parlance) to many lightweight interactions (flow). The one thing I’d add is that I think the real opportunity is to take the many lightweight interactions and use them to understand what works and inform the occasional heavyweight interactions brands need to succeed.
Who’s the Boss?
This was written by a friend of mine 10 years ago. It’s short, but the core point is that brand’s live in people’s heads. This was what inspired Brand Tags and has colored lots of my thinking about how brands behave.
Why Gawker is Moving Beyond the Blog
Not specifically about marketing, but Denton’s explanation of why he’s moved from the classic blog format is a great explanation of how content works on the web.
How Social Networks Work
Another slightly older one, this was the first time I had read someone talked about the idea of social as exhaust data (basically our digital breadcrumbs), which seemed like a really good way to think about it (and helped explain why brands struggled). Lately I’ve been using this to help explain why brands struggle in social: Exhaust data is a very human thing. You need to consume in order to create this trail and most brands don’t do that.
How Owned Media Changed the Game
From Ted McConnel who used to be head of digital at P&G. I really liked this quote: “Recently, in a room full of advertising brain trustees, one executive said, ‘The ‘new creative’ might be an ecosystem of content.’ Brilliant. The brand lives in the connections, the juxtapositions, the inferences, the feeling of reciprocity.” This was one of those articles that really wrapped up a bunch of stuff I had been thinking about. It’s nice when that happens.
That’s it for me. What would you add? What am I forgetting?
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.
Felix Salmon expands on some of the stuff I wrote the other day about brands as publishers. Specifically, he points to an interesting example I didn’t know about in the Gates Foundation. The non-profit gave the Guardian a $2.5 million grant to suppor the Guardian’s global development microsite for three years. Felix explains:
The Gates Foundation actually launched the site in 2010, spending an undisclosed sum to do so; the new grant keeps the site going for another three years. As part of the deal, every page in the site — be it blog post or news story — gets prominently branded with the Gates Foundation logo, right at the top of the column where all the editorial content goes. (In fact, the logo is significantly larger than the Guardian’s own logo at the top of the page, although the site looks and feels like the rest of the Guardian site, and lives at guardian.co.uk.)
At the end of the post Felix asks a few questions, including what does the Gates foundation get out of an arrangement like this? I’ve got a guess, which is they get more awareness around the issues. That sounds like a bit of a throwaway answer, but the Gates Foundation is an interesting position as a brand: They are a market leader. When you’re a market leader your goal becomes less about building your own position and more about building the category.
Take BabyCenter as an example. Johnson & Johnson dominates the baby category. Last time I heard their marketshare was up above 50 percent. Their objective with marketing is less about displacing the competition and more about building the market: They want parents to take more “care” of their babies by buying more products. If they take just their regular percentage of the new market it’s a big deal.
I’ve written about it in the past, but Google is one of my favorite examples of a market leader marketer. Their dominance in search makes in inefficient to try to steal share from competitors (how will they even find the small percentage of people who use Bing?). Instead, they spend money growing the category with products like Android and Chrome. Here’s what I wrote about the strategy in 2009:
What that means is everything Google does is about getting more people to use the internet more. Use Android as an example: It is absolutely in Google’s best interest to release a mobile OS that makes it easy to browse the web because that means more people using the internet more which means more searches on Google (because of that market dominance) which means more clicks on the paid ads. Voila, you’re rich.
I suspect Gates thinks about the approach in a very similar way. The more people are thinking about these issues, the more effective they can be in enacting the change they are pushing for. I’m actually surprised they bothered with the branding on the pages, though it likely makes the Guardian much more comfortable.
The broader question, which Felix seems to be getting at, is what can we learn from programs like this and is there a model here for media companies? I suspect the answer is yes, though the first thing we need to figure out is how to apply the model to non-market leaders. When you’re promoting a lifestyle, idea or category you lead, it’s easy to see how getting people to think about it more makes sense. If you’re a brand who isn’t in that situation (most), how do you build value in a similar way?
I was going to wait and talk more about Percolate a little later in the week when I had a chance, but then Felix Salmon went ahead and wrote a pretty epic post about what he saw as the future of online advertising and now I’m left with no choice but to write a response (because I found myself nodding so much, not because I disagree).
The world Felix lays out is the same one I’ve been seeing and thinking about for the last seven years. It’s a world where online advertising, mainly banner ads, has fundamentally failed brands in a crazy number of ways. The dirty secret about the business is that brands, agencies and media companies all run banners knowing that they mostly don’t work. Everyone is in on it. It’s not that they don’t care about their effectiveness, it’s just that there’s not really another easy way out there. All parties know the web is important and banners are the easiest way to check the box.
That’s never been my bag. I joined The Barbarian Group a few years ago because I fundamentally believed that for brands, earning attention was more valuable than buying it. I don’t believe there’s no place for online advertising (I’m using the word in the narrowest sense to mean the buying of placements on media sites), I just don’t believe it’s the center of a successful digital marketing strategy. Period.
I think most people point to the shift from one-to-many to one-to-one as the primary difference between the offline and online world for advertisers, but I think there’s something else at play. This morning an article I’ve been working on for a month or so came out on Adage, where I explain how I see the shift:
The idea of “buying media” always struck me as a bit odd. If anything, what brands have been doing is renting: Paying the media owner to borrow the audience’s attention for a short period of time. In the pre-internet days, rental was pretty much the only game in town and that was just fine.
But then the web came along and started to play with the economics. All of a sudden you could pay once and message continuously. (Think: Brands buying fans on Facebook.) The thing is, because of the peculiarities and rates of audience rental in traditional media, brands (and agencies) are built for campaigns instead of sustained communication.
Sustained communication is a real shift in thinking for brands (and agencies). Lots of people talk about this shift as a move from campaigns to products, but I think calling it sustained better explain the shift and value opportunity. That value opportunity is about building on top of previous success (and audience) instead of starting over every time. Microsites were probably the best example of this: Buy a bunch of advertising, drive people to a new .com, stop advertising, stop getting traffic, tear the site down, repeat.
Like Felix, I believe content needs to be at the center of a brand’s sustained communications strategy. Agencies seem to agree, bringing in content strategists en masse to work with clients on become publishers. The issue I’ve seen is that most of these strategies just aren’t sustainable. In my Adage article I put it in terms of stock and flow:
Traditionally, brands have been quite good at creating stock content in the form of ads and some of the more forward-thinking ones have found really interesting ways to translate that capability to beautiful web video and interactive experiences. While that’s great for short bursts, creating a sustained messaging strategy requires a combination of both stock and flow: longer-form, higher-quality content coupled with the quick-hit links to other interesting and relevant content on the web.
How does this look? On the extreme end it’s BabyCenter, RedBull.com or AMEX OPEN Forum, those brands are so far out ahead of everyone else from a publishing standpoint it’s just amazing. And look at the value they’ve created for themselves: Their sites are big enough that other brands want to advertise on them to reach the audience they’ve amassed. Not necessarily the most important thing for the brand, but a pretty good statement about what they’ve accomplished.
Now obviously those aren’t the most accessible examples and the two most common concerns marketers have when they hear them are 1) I don’t have the permission to speak to my audience in that way and 2) I can’t afford to build a content organization in the way that those brands have.
The idea of Percolate (you knew I’d come around to it) is to make it answer those questions and make it possible for every brand to create a sustained platform. On the permission question, it’s really just a problem with definition. Every brand with customers has permission to speak to them, they just need to find their voice. Look at the work of Weiden + Kennedy and BBH on deodorant brands if you don’t believe me and American Express is a credit card brand, that’s hardly the most exciting category on the planet. On the second point (staff & costs), it’s about a good balance of stock and flow and having the right tools in place (like Percolate) to make it all happen. The way we see it breaking down is in these three components:
- Calibration: To begin consuming, you’ve got to decide what to consume. If you’re a person, that’s easy, you’ve got your tastes and interests mapped out. If you’re a brand, it’s a little more difficult. We’ve worked out a method that we use to back out of brand/campaign strategy, and into a set of sources for Percolate to sift through.
- Algorithm: Separating the signal from the noise is even harder if you’re a brand (or an editor at a brand) than if you’re an individual. The algorithm does a lot of heavy lifting to try to get to the most interesting content.
- Publishing: The real point of all that lifting isn’t so it can display it in Percolate, it’s so the brand can find interesting content to comment on and push back out.
When you put the content produced in Percolate and combine it with the beautiful content that is an agency’s bread and butter you get a compelling publishing platform that can actually be sustained over time. Once you get that down, it’s only a short step to start thinking about what you do with the content, which is where Felix and I converge again:
It’s easy to create an ad unit which is primarily links to third-party sites; I’m sure with a bit of effort and creativity you could put one together which is even better than the Counterparties unit on Reuters.com. Start placing that ad over the web, and people will, for the first time, actually have a reason to want to look at your ad; when they see it, they’re even likely to click on it! Sure, that click won’t take them to your site — but it’s still a great measure of engagement. And they will love you for sending them to great content.
We’re not quite at that part yet, but hopefully this helps lay out the vision and explain what the hell we’ve had seven people holed up in an office on Bond Street working on for the past year.