Lure content: enticing but unwise
We recently had a client who referred to their glossy marketing content as lure content. Large enticing photos, minimal text, clear calls to action. Content designed to get people to bite so they can be reeled in. I have a big problem with the whole concept of lure content.
Tips for delivering great content
I had a fantastic time in Saskatoon, Saskatchewan last week. It’s a lovely city with beautiful river walks, great places to eat, friendly people. Thanks again to Tourism Saskatchewan for inviting me to speak about great content at their HOST Conference!
I think I need a campaign but I’m not sure why
It’s not uncommon for organizations to run with what they’re already comfortable producing. For many organizations, those are campaigns.
For decades, agencies built their empires on the backs of global campaigns for giant brands, so it’s no surprise that, as a marketing strategy, the campaign is alive and well. But it’s more than just tradition. Depending on your business goal, a campaign may be just what the doctor ordered.