speaking, teaching, workshops
Upcoming & recent events:
On The Web • September 13, 2017
Association of National Advertisers
This was a free webinar for the ANA as part of its September series of webinars on content marketing. This webinar was a follow up to my talk on the same topic, September 7 at Content Marketing World in Cleveland (see below). The ANA is the country's leading trade organization for major advertisers. I was joined in this webinar by my friend and former colleague Nicole Ogoff, chief marketing officer at Story Worldwide. As the ANA described our webinar:
"The ad industry is stuck with old-fashioned ad tactics that don’t work in a digital age. It is literally killing the web, driving mass ad blocking, bot fraud, kickbacks, unintended adjacency to fake news and worse. Change is hard, but marketers have to break from the failed past and create multi-channel content programs that produce results online the way ads once did on traditional channels. Here’s why — ads won’t work on digital; ads are offending your audience; and ads are killing the web with ad blockers, bot fraud, etc."
CLE • September 5-7, 2017
Content Marketing World
I made two appearances at 2017's Content Marketing World, the largest content conference on Earth (as the Content Marketing Institute is fond of saying). The first, on Tuesday, September 5, was an advanced, half-day workshop for agency people who want to add or upgrade the content services in their offering. The second, on Thursday, September 7, was for brands and agencies — a call for content marketers to tell their story better, especially by detailing how advertising is killing the web and why only content marketing can produce results and attract audiences on digital.
Much of the research behind both sessions can be found in a storyI wrote for the CMI's magazine, Chief Content Officer: "Ads Are Killing the Web: Are You Part of the Problem?"
Below are the descriptions of those sessions:
As media mix tilts increasingly to content-rich digital and live experiences, this workshop is what you need: a strategic, step-by-step guide to grow revenue, share of budget and reputation by providing clients with best-in-class content services. CLICK FOR MORE INFORMATION.
Kicking the Self-Destructive Advertising Habit:
How to Move a Brand from Crappy Ad Addiction to Valuable Content Programs. Thurs., sept. 7, 11:05-11:50AM.
This is an urgent call to arms and a practical field guide for brands and agencies who must move from failed online advertising to content programs that actually build relationships and sales. The ad industry is stuck with old-fashioned ad tactics that don’t work in a digital age. It’s literally killing the web, driving mass ad blocking, bot fraud, kickbacks, unintended adjacency to fake news and worse. Change is hard, but we’ve got to break from the failed past and create multi-channel content programs that produce results online the way ads once did on traditional channels. CLICK FOR MORE INFORMATION,
SEA • May 19, 2017
UW Medicine Content Marketing Workshop
In collaboration with the School of Visual Concepts in Seattle, I led a full-day workshop for 40+ members of the marketing team from the University of Washington Medical Center. In addition to illustrated presentations on key topics, we created breakout sessions where participants could produce hands-on work for presentation to the group. The workshop covered:
- Why traditional advertising tactics are failing on the web;
- What it means to be truly audience-centric in marketing and how to achieve it;
- How content marketing uses the greatest strengths of digital — engaging people instead of offending them;
- The essential elements of a content strategy;
- Audience journeys and how to plot them;
- The right tools for finding topical stories and creating editorial calendars;
- How to incorporate content into a multi-channel advertising and marketing plan;
- How to use paid media as well as owned, earned and influencer media to spread stories rapidly;
- And more.
NYC • May 5, 2017
Future of Publishing Panel
Participated on a panel of four discussing the future of publishing in light of the public rebellion against online ads, especially on mobile. With journalism still shrinking and all media shifting to digital, I represented the well documented position that the use of traditional advertising tactics online is offending audiences and literally killing web publishing.