Content Marketing

What film director David Fincher can teach us about content marketing

David Fincher is a master of movie deception. A true innovator. Fincher has directed some of the most creative and gripping movies of the last 25 years (Se7en, Fight Club, The Game, The Social Network, Gone Girl, Zodiac), but what most people don't realise is that the average David Fincher movie contains more CGI than the last Godzilla movie. You just wouldn't know it.

How does this relate to content marketing you ask? Well, Fincher only reaches for the very latest tech in order to bring depth to storytelling or solve a storytelling problem. Every piece of CG trickery is used purely in service to this story. His best technical feats are designed to be invisible to the audience and there only to immerse. There's a lesson here for Marketing Directors. The next time your agency tries to talk you into using AR, VR, selfie drones, pixel tracking smoke and mirrors, 360 video rigs, pocket steadicams, interactive page turners, over animated UI, bespoke apps, etc - ask yourself if they're using it to quietly service your brand story or just because it's a new toy that they'd like to play with.

After watching the brilliant video below always ask yourself "what would Fincher do?" before reaching for new tech toys to tell your brand story.

FULL DISCLOSURE: Vivid just bought a shiny new drone. It's a brilliant toy and we're going to tell great stories with it. So there. 

5 content marketing podcasts you need to listen to


DON'T GOOGLE IT: In which publication did the term “podcasting” first appear?

There was once a time when podcasts were ignored by the majority of ITunes users. Perceived by most of us as hour long, mouth-breath heavy discussions on esoteric (nerdy) pursuits. Lauded only by Stephen Fry and that one guy in the office you always avoided mentioning the staff Friday pub lunch to.

However, this all began to change in the late 00’s when the medium was pulled into the limelight by the likes of Ricky Gervais and Kermode & Mayo who started to utilise podcasts to support their content to massive success. Today most of us have found solace on a packed commuter train on a miserable Wednesday morning by sinking into Sarah Koenig’s next gripping instalment of Serial or the musings of the QI Elves on There’s No Such Thing as a Fish.

But podcasts can do much more than entertain, there is a wealth of informative and insightful industry specific podcasts out there for all kinds of professionals; from anthropologists to zoologists (probably) with everything in between, and us content marketers are no exception. So here’s our top 5 favourite marketing podcasts that you should be listening to.

 

1. PNR with This Old Marketing

Hosted by the founder of the Content Marketing Institute and its Chief Content Strategist. Each week Joe and Robert look back in time at a historical piece of great content marketing to demonstrate that it’s not by any means a new concept. They also take a look at the latest news in the industry and have a ‘rants and raves’ segment.

 

2. The Marketing Companion

While we’re not quite sure we can vouch for their self-proclamation as “the world’s most entertaining marketing podcast” hosts Mark Schaefer and Tom Webster take a humorous look into the world of marketing in their regular podcast. Each 30 minute instalment focuses on a specific niche or aspect of the industry and features regular guest appearances.

 

3. Content Inc.

The second appearance of Joe Pulizzi on our list. Content Inc. differs considerably from This Old Marketing. In each concise (always less than 15 minutes) episode Pulizzi directs inspiration and advice towards small businesses, entrepreneurs and startups on how to use content marketing to develop a loyal audience base.

 

4. The Craft of Marketing with Seth Price

Seth is a content marketer who has consulted for over 300 companies in the world of digital marketing. In each episode of Kickstarter funded podcast Seth interviews an entrepreneur or marketing guru in-depth and picks their brain about a relevant concept of the industry.

 

5. Content Marketing Academy

Host Chris Marr’s relaxed but well researched interviews have that winning combination of being both informative yet highly listenable — throw in Chris’ own incites and opinions about content marketing and you’ve got a podcast that’s perfect when you want something to zone in and out of while working. 

The Best of Vivid's Flipboard Magazines

Vivid content marketing iPad

Want to know what the vivid creative and account teams team have been reading lately? Of course you do. Then simply check out our Flipboard magazines on the device of your choosing for the best creative and content marketing content across the web.

 

Join our 1200+ subscribers to see every story we like, when we like it. 

 
 

Our latest Flips

Watch this brilliant new documentary – The Story of Content: Rise of the New Marketing

The Story of Content: Rise of the New Marketing, is a brilliant new documentary by the Content Marketing Institute and the first comprehensive film of its kind for this industry. It explores the evolution of content marketing through the eyes of the world’s biggest brands including Red Bull, Kraft and Marriott; and marketing influencers Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more.

Featuring case studies from early pioneers to today’s marketing innovators, The Story of Content: Rise of the New Marketing shows how content marketing has changed — and will continue to change — business and media forever. Great work and an essential watch...

Summer 2015's essential content marketing reads

Revolutionary home services provider, Opun, selects Vivid for content partnership

Vivid content marketing - Opun

We're delighted to announce that Opun, the revolutionary 'home services made easy' startup has chosen Vivid as its content marketing partner.

Whether you’re having a beautiful kitchen fitted, your loft lovingly converted or an elegant bathroom makeover, Opun are with you every step of the way to make the process super easy and the results stunning and fully guaranteed. Spend as little as 30 seconds on Opun's simple, state of the art website (using natural language search) and an expert tradesperson will be booked to visit free of charge and give you a no obligation quote. It's what Apple would do if they moved into home services! Beautiful homes made beautifully easy.

We can't wait to bring Opun's content strategy to life in print, online and in-home. And what a lovely founding client they are! Have a look at opun.co.uk.

Opun – home improvements, vividly improved.


Opun – home improvements, vividly improved.

Honey I shrunk the content – what the Apple Watch means for content marketing

vivid-apple-watch.gif

Here's the thing, Apple Watch isn't out for a month yet. Sales predictions swing wildly from one million units in year one to one million units on day one. And nobody, outside of Apple, has lived with the thing and formed patterns of use or utility yet. So, should brands harness the world's first significant wearable for first-mover advantage or wait and potentially miss the 'shiny new thing' boat?

Small display, always on (and always 'out'), wrist-activated, seven second interactions, glances, digital crown control, fitness focus, Apple Pay, taptic engine – just what the hell is the Apple Watch going to mean for the world of content marketing? Let's explore what we do know and the impact that this will have for brands and marketers.
 

HONEY I SHRUNK THE CONTENT

The new 'Sir Glance-alot' generation will just want the facts.

The new 'Sir Glance-alot' generation will just want the facts.

In the beginning there was just content – big books, fat mags, epic movies and paperboy-crippling Sunday papers. In '97 the smartphone arrived and content quickly became ’snackable’; a couple of years later Twitter introduced us to ‘micro’ content and now, at the dawn of the ‘wearable’ age we have ‘glanceable’ content – meaningful information that only flashes up for a few seconds and must fit stylishly onto a 4cm glass rectangle. Tone of voice is about to become something of a luxury as we become experts in distilling down sheer information to its core elements. Yes, brands are going to have to become more disciplined with their messaging if they want to genuinely engage with the new 'Sir Glance-alot' (Ithankyou) generation.

Apple Watch glances Vivid agency

• E-Newsletters need a text version to be seen on Apple Watch.
• Emails must get the the point bloody fast.
• More content, across all channels, will be episodic.
• 'Below the fold' is likely to occur after 15 words.
• Twitter will be the number one news source for wearers.

• Visual tweets will take a back seat though
 

Even the simplest of apps will need to be super-economical with language and episodic with content.

 

Beacons Go mainstream
(where did the 'i' go by the way? Did we miss a meeting?)

Apple Watch beacon Vivid agency

IBeacons, or just Beacons as they now seem to be called, have been the 'next big thing' for three year now without ever really breaking though. These hyper accurate, hyper local little Bluetooth transmitters were supposed to change the way we shopped, bombarding our smartphone with irresistible in-store offers and info. And here's why the technology hasn't broken through, drum roll, we keep our phones in our pockets and bags.

With the Apple Watch constantly in contact with our skin and only a snap of the wrist away from view, those Beacon alerts might just work. Expect product information, sales offers, up-selling, cross-selling, coupons, loyalty points, free downloads all triggered from in-store Beacons to your Apple Watch. 

This personalised, intimate contact with customers is where the biggest opportunity will lie for content marketers. But it has to offer instant benefit. Regardless of the minuscule character count, any content interaction will have to inspire, inform or educate the wearer. It has to be hyper-relevant and pertinent if it hopes to trigger customer action from just a glance. But when it does – the rewards can be instantaneous thanks to Apple Pay. Picture yourself in a cinema with an Apple Watch. You're about to buy your ticket when your Watch flashes up 'Hello you, fancy two free popcorns just by pre-ordering for the new Bond film now?' You press yes, swing your wrists close to the terminal and pick up free munchies having paid for a film you were going to see anyway. You win, the cinema wins, Apple wins! Hang on, that can't be right.

We'll have more, less rambling, thoughts when Apple Watch is launched in April.
Can't wait until then to fool around with an Apple Watch yourself? Then have a play with all the apps right now thanks to the good folk at WatchAware.

apple watch sport vivid agency