I went to college to be a mathematician. During my four years at Simpson College, I also added communications and business degrees to my academic fields of study. At the time, I wasn’t sure how all three pieced together (a trio questioned by faculty and my parents, I’m sure), but I knew that I was vastly interested in each.
Last week I had the pleasure of being a part of the 2014 MarketingProfs B2B Forum in Boston. This event brings together over 800 B2B marketers from every US state and several distant countries. Keynotes included Scott Stratten, danah boyd, and Austin Kleon (whose visual style has always been an inspiration to me — more on that in a bit). There was even an appearance from Seth Godin who appeared to accept his Lifetime Achievement Award.
A few weeks back my friends at Buffer invited me to moderate their #Bufferchat on Twitter on the topic of creative marketing. Creativity has always been an important tool for marketers, serving as either a campaign ingredient or embodied by the creatives who make the magic happen. However, with the tectonic plate shifts of digital media shaking everything around us, what is the role of creative marketing today?
Content marketing is everywhere. The digital landscape has changed in the past few years, and while paid traditional advertising and marketing is far from dead, it is clear that right now, content is king. At the top of the food chain is Google with algorithms that grow more strict on content standards as the days pass, but it only improves what’s available to consumers, so it’s important to have the right process in place from the get go.