I’m quoted in Forbes about TikTok and the Super Bowl

This week I’m quoted in this Forbes article about TikTok and its role in the Super Bowl: As Super Bowl Advertisers Flock To TikTok, CMOs Are Cautiously Curious

Here’s my full take with a little more context and thought:

Although Twitter will still factor heavily into real-time engagement, TikTok is the social network to watch for the Super Bowl this year.  The NFL is engaging with football fans on their official account, with #touchdowncelebration already racking up 4.3 million views. Both Chiefs and 49ers are posting pre-game content, and Jennifer Lopez is posting footage from her halftime rehearsals.
Twitter hashtags are still the primary organizing place to chat about Super Bowl advertising. But given the popularity and buzzworthy status of the platform, TikTok should be an added focus for big game advertisers this year. 

Look for brands to not only buy TikTok takeovers and hashtag challenges to drive on-platform engagement, but also to experiment with driving followers and views to TikTok from other social channels. I’m not sure if we’ll see TikTok in the spots, but probably spots inspired by the exploding social network.

I’m excited for a new social network. New energy. New creativity. It’s a new place to advertise as a complement to TV. Bring on the new mediums.


Perspective on the short-sightedness of content marketing in digital

Provocative headline to drive clicks, but there is truth here that everyday advertising agencies just DO NOT UNDERSTAND.

Simply put, content marketing doesn’t work because it needs two attributes to be successful, a long-term commitment and high-quality content. And both of these requirements have high demands in terms of time and effort. Because of this, they are often ignored in an attempt to make content marketing more scalable and easier to deploy.

But unlike SEO and PPC, you’re not dealing with an algorithm when it comes to content marketing. You’re dealing with the reactions and emotions of your living, breathing customers. And that can’t be gamed, hacked, or exploited. Instead, you need to plan and deploy a content marketing campaign with the same care and attention that you would any other major company initiative.

Once you know who they are you want to help them. You do this by solving their problems. So, instead of producing content that’s all about you and your company, you should produce content that answers questions and helps them solve the challenges they face. As I’ve stated many times before, no one wants to download your brochure.

This means you shouldn’t be killing yourself to produce new content every single day. But rather, you should focus on producing high-quality pieces. As long as you’re doing that consistently, then arbitrary cadences don’t matter as much.

Content Marketing Doesn’t Work – Forbes.