welcome to the second installment of hip
mojo show number 11 so now we’re going
to switch gears and talk about whether
or not marketers and advertisers should
be publishers and basically be in the
content business what do you think um
you know it’s funny because for the last
23 years pretty much every social media
douchebag and major content marketer has
been saying just this marketers and
advertisers have to become publishers
and there’s pretty much two reasons one
you actually got to get the audience’s
attention like who looks at display ads
anymore you want to get those eyeballs
to its it’s more okay so there’s three
reasons to it’s more interactive they
actually engage with the content it’s
great if they notice a banner but they
don’t it doesn’t necessarily change
their perceptions but three it actually
builds community you can consistently
put out content on a regular and
consistent basis you know you you
actually end up with a returning user
basa and this kind of fosters brand
loyalty before purchase even kicks off
and I think we saw this with the old
spice guy like that was the great thing
and that’s not even old spice being an
awesome publisher that’s their agency
being an awesome publisher and being
really smart so maybe to go back it’s
not that marketers and advertisers
should become publishers I think they
need to hire agencies that know how to
do publishing unless they they’re big
and they want to actually build their
own content team because you know
firsthand you guys have a lot of people
here working on video thousands valiums
monkeys everywhere oh I think the reason
why this came up was first off that you
know you always look at the distribution
versus content you know tug of war so to
speak and I was thinking about this and
to be fair one of our Facebook fans made
a good comment saying that so long as
advertisers by media based on CPM cost
per thousands of impressions then it’s
all about scale and the only companies
that are going to be able to offer that
kind of massive scale to advertisers are
the aggregators the distribution sites
because you could just basically instead
of us killing ourselves to produce this
great content you could just basically
set up a dashboard and entice people to
upload their content and then you get
big numbers leverage that to advertisers
and then you get the revenues you’re in
business voila so I start off with
saying thinking yeah it’s true though
that if you could basically convince
marketers to buy ads I’m not
recommending a black box pricing model
but if you could convince marketers and
advertisers that they should maybe get
into funding content as a fixed price
and then as a variable price go for the
reach and the display and and the sort
of you know buying media to them promote
that I think that would give content
producers quite an advantage others
drawbacks to that such as that it’s
expensive to do that you need a big
sales force it takes a lot of time but
but then I said okay well let’s assume
you want to get into this content you
know we’re not the first to say this
Geoff Ramsey who’s the CEO of emarketer
who’s in a good position to talk about
you know both forecasts of video and and
advertising and how that you know what
incentives should be given to marketers
to spend more he had a he published this
book earlier this summer and he says
three things he says one that marketers
should be in the content business too he
says that marketers unless I
misunderstood he says the marketer
should produce the content although as
an asterisks it could be that you could
still do it by way of an agency or even
outsource a company like watchmojo or
whoever to produce that content or we in
the past have done work for mcdonald’s
and coca-cola where we basically just
licensed them our videos branded to
watch module and they just use them on
their site it was easy legal didn’t get
involved well they did but not as much
as if they got to script everything and
whatnot but the third thing that Geoff
Ramsey says that I want to focus on and
it’s get your thoughts is he says the
content has to be useful the old spice
thing was super successful it grew sales
by a hundred seven percent so the fact
that it was funny and entertaining and
irreverent actually worked but I will
argue that that’s the exception and not
the rule take a look at Chrysler
Chrysler which is not owned by Fiat they
did two campaigns one was the whole made
from made in Detroit imported from
Detroit with it which actually work
because it’s stressed that you know
there’s quality here and it’s this is an
american-made car even though that cars
actually made in Ontario but that’s a
separate point Canada but the second
thing is then they did something for fee
at around a Jennifer Lopez music video
which people said what the hell does
this have to do with the cars the
dealers were unhappy their CEO who now
runs the CEO of Chrysler who also runs
the marketing for all a fee at this
French gentleman was brilliant he says
listen we need to start getting into the
dialogue even if people criticize us for
the jlo video at least we’re top being
talked about so I give them some benefit
of the doubt but do you think it’s
more important to have funny irreverent
scripted entertainment kind of you know
content or more useful content that’s
the funny irreverent stuff is a much
bigger gamble of course big gambles come
greater rewards the chances though like
if you look at the Old Spice campaign
you had a whatever agency did it I don’t
remember you had a particularly talented
team of writers who got lucky was a
really good actor and like there was
just a lot of chemistry and elements
generally it’s much more cost effective
and much more clearly tied to your ROI
if you actually produce useful content
you know yeah I’ll give you an example
of you sell fashion accessories and
you’re constantly putting out content in
your blog about like how to accessorize
and that kind of thing you’re actually
going to bring in a kind of potential
users that are that could become
customers yeah I mean we’ve had
discussions for example with with
various companies in that cat in that
like category and like L’Oreal is one
where you know we tell them let’s look
at our video content on fashion and
beauty tips and they’re like that’s
great but they’ll say you know we want
to be creating that whether they created
in-house or a third party or even in
production houses it’s sort of not that
the issue i would say that exactly it’s
not so much the success sort of the
determinant of success is not who
produces it if it’s brandon to the
client if it’s branded to a third party
if it’s unbranded I think it’s more how
do the videos support your objective
right I personally think if you’re like
an alcohol company sure you know look at
myspace myspace back in the day when
Rupert Murdoch was like we want to kill
google youtube and all that they put a
lot of money in scripted entertainment
it didn’t really make any difference I
will argue maybe I’m a bit naive that if
you actually have useful content you’re
right it’s less sexy but it’s less of a
gamble and over time it’s gonna just
it’s easier to market it’s easier to get
traction it’s much it’s much much
cheaper to produce because you’re
actually working for the mines that you
already have even if you have an agency
actually producing the content the ideas
and themselves are coming from you you
know like a guy who makes deodorant
would have never thought yeah get a
football player and put them in the
shower like well maybe baby but the pens
go anyways let’s not even go there I
think a lot of the issues is you get a
guy may be at an agency or in the
marketing department that comes up with
a nugget you know this wisdom this light
bulb goes up and he throws it out and
they’re like yeah great it’s irreverent
it’s funny and then it goes up the chain
of command to the CMO
the vp of marketing or the CFO or the
CEO and at some point they’re like why
are we spending all this money if this
doesn’t even have one mention of our
brand and then it gets come back it
comes back down and then it becomes an
ad and then that’s not successful so I
think what was good about the Old Spice
was like they managed to make the Old
Spice brand and end sort of product some
kind of supporting cast or the star and
all the guy was the star but but it
wasn’t like a big sales pitch you know
but but I again I think that’s the
exception and not the rule but just to
go back quickly one thing I did want to
say about having useful like practical
content is one it turns new customers
into a potential return repeat customers
because they keep coming back consuming
the content finding new ways to you use
and consume your products and to we can
actually help with new customer
acquisition and this is something I I
tell clients all the time to produce
this useful content is at the end of the
day it totally helps your rankings in
search and the great thing about a
search user is that they’re they’re
targeted by intention you know if you
click on an ad on facebook that’s a huge
step because you’re on facebook to
socialize if you’re actually searching
for tips on how to do something or tips
on where to buy something you’re a
little bit more engaged okay quick
question before we go to lightning round
do you think that branded content
whether it’s useful or a reverend
scripted entertainment do you think that
it will really grow considerably and
become material or is it still going to
be all about pre-rolls because it’s easy
you take a TV spot repurpose it cut it
down to 15 seconds and blasted across
the web I think you’ll probably see both
you know at the end of the day you’re
gonna have companies that are that are
marketing savvy that have a good CMO in
the position that knows how to you know
keep up with trends and it the other day
you’re gonna have guys who are a little
bit you know negligent you’ve always had
good marketing campaigns and bad ones so
I think you’ll be able to see see a bit
more both and even at the same time
you’ll see bad examples of useful
content being like oh if you really want
to accessorize use our belt rather than
use this kind of color but yeah I think
you’re going to see more and more of
that useful content coming up yeah I
would say that you know not to sound
Vince Lombardi ask but I think people in
the advertising and video world are
likewise video not growing a lot more
and and the tricky thing is that well
video will only grow if you do the hard
things you know if you basically just
you know go for the low-hanging fruit
which is pre-rolls well obviously you’re
going to get basic small results like
you become successful when you do the
things that other people don’t want to
do you become successful when you do the
hard work that others say that seems
like too much work and I hate to say it
content is that could producing content
whether it’s informational entertaining
or advertorial is a lot of work and I
think if Mark builds equity if you’re
building your own content it does build
equity you know it’s more than showing
shoving in a pre-roll that stops running
after the campaign that content
continues to exist somewhere on your
site it continues to bring people in and
it continues to be referred to for years
to come yep all right we’re gonna take a
short break come back with lightning
round right after the break
mojo show number 11 so now we’re going
to switch gears and talk about whether
or not marketers and advertisers should
be publishers and basically be in the
content business what do you think um
you know it’s funny because for the last
23 years pretty much every social media
douchebag and major content marketer has
been saying just this marketers and
advertisers have to become publishers
and there’s pretty much two reasons one
you actually got to get the audience’s
attention like who looks at display ads
anymore you want to get those eyeballs
to its it’s more okay so there’s three
reasons to it’s more interactive they
actually engage with the content it’s
great if they notice a banner but they
don’t it doesn’t necessarily change
their perceptions but three it actually
builds community you can consistently
put out content on a regular and
consistent basis you know you you
actually end up with a returning user
basa and this kind of fosters brand
loyalty before purchase even kicks off
and I think we saw this with the old
spice guy like that was the great thing
and that’s not even old spice being an
awesome publisher that’s their agency
being an awesome publisher and being
really smart so maybe to go back it’s
not that marketers and advertisers
should become publishers I think they
need to hire agencies that know how to
do publishing unless they they’re big
and they want to actually build their
own content team because you know
firsthand you guys have a lot of people
here working on video thousands valiums
monkeys everywhere oh I think the reason
why this came up was first off that you
know you always look at the distribution
versus content you know tug of war so to
speak and I was thinking about this and
to be fair one of our Facebook fans made
a good comment saying that so long as
advertisers by media based on CPM cost
per thousands of impressions then it’s
all about scale and the only companies
that are going to be able to offer that
kind of massive scale to advertisers are
the aggregators the distribution sites
because you could just basically instead
of us killing ourselves to produce this
great content you could just basically
set up a dashboard and entice people to
upload their content and then you get
big numbers leverage that to advertisers
and then you get the revenues you’re in
business voila so I start off with
saying thinking yeah it’s true though
that if you could basically convince
marketers to buy ads I’m not
recommending a black box pricing model
but if you could convince marketers and
advertisers that they should maybe get
into funding content as a fixed price
and then as a variable price go for the
reach and the display and and the sort
of you know buying media to them promote
that I think that would give content
producers quite an advantage others
drawbacks to that such as that it’s
expensive to do that you need a big
sales force it takes a lot of time but
but then I said okay well let’s assume
you want to get into this content you
know we’re not the first to say this
Geoff Ramsey who’s the CEO of emarketer
who’s in a good position to talk about
you know both forecasts of video and and
advertising and how that you know what
incentives should be given to marketers
to spend more he had a he published this
book earlier this summer and he says
three things he says one that marketers
should be in the content business too he
says that marketers unless I
misunderstood he says the marketer
should produce the content although as
an asterisks it could be that you could
still do it by way of an agency or even
outsource a company like watchmojo or
whoever to produce that content or we in
the past have done work for mcdonald’s
and coca-cola where we basically just
licensed them our videos branded to
watch module and they just use them on
their site it was easy legal didn’t get
involved well they did but not as much
as if they got to script everything and
whatnot but the third thing that Geoff
Ramsey says that I want to focus on and
it’s get your thoughts is he says the
content has to be useful the old spice
thing was super successful it grew sales
by a hundred seven percent so the fact
that it was funny and entertaining and
irreverent actually worked but I will
argue that that’s the exception and not
the rule take a look at Chrysler
Chrysler which is not owned by Fiat they
did two campaigns one was the whole made
from made in Detroit imported from
Detroit with it which actually work
because it’s stressed that you know
there’s quality here and it’s this is an
american-made car even though that cars
actually made in Ontario but that’s a
separate point Canada but the second
thing is then they did something for fee
at around a Jennifer Lopez music video
which people said what the hell does
this have to do with the cars the
dealers were unhappy their CEO who now
runs the CEO of Chrysler who also runs
the marketing for all a fee at this
French gentleman was brilliant he says
listen we need to start getting into the
dialogue even if people criticize us for
the jlo video at least we’re top being
talked about so I give them some benefit
of the doubt but do you think it’s
more important to have funny irreverent
scripted entertainment kind of you know
content or more useful content that’s
the funny irreverent stuff is a much
bigger gamble of course big gambles come
greater rewards the chances though like
if you look at the Old Spice campaign
you had a whatever agency did it I don’t
remember you had a particularly talented
team of writers who got lucky was a
really good actor and like there was
just a lot of chemistry and elements
generally it’s much more cost effective
and much more clearly tied to your ROI
if you actually produce useful content
you know yeah I’ll give you an example
of you sell fashion accessories and
you’re constantly putting out content in
your blog about like how to accessorize
and that kind of thing you’re actually
going to bring in a kind of potential
users that are that could become
customers yeah I mean we’ve had
discussions for example with with
various companies in that cat in that
like category and like L’Oreal is one
where you know we tell them let’s look
at our video content on fashion and
beauty tips and they’re like that’s
great but they’ll say you know we want
to be creating that whether they created
in-house or a third party or even in
production houses it’s sort of not that
the issue i would say that exactly it’s
not so much the success sort of the
determinant of success is not who
produces it if it’s brandon to the
client if it’s branded to a third party
if it’s unbranded I think it’s more how
do the videos support your objective
right I personally think if you’re like
an alcohol company sure you know look at
myspace myspace back in the day when
Rupert Murdoch was like we want to kill
google youtube and all that they put a
lot of money in scripted entertainment
it didn’t really make any difference I
will argue maybe I’m a bit naive that if
you actually have useful content you’re
right it’s less sexy but it’s less of a
gamble and over time it’s gonna just
it’s easier to market it’s easier to get
traction it’s much it’s much much
cheaper to produce because you’re
actually working for the mines that you
already have even if you have an agency
actually producing the content the ideas
and themselves are coming from you you
know like a guy who makes deodorant
would have never thought yeah get a
football player and put them in the
shower like well maybe baby but the pens
go anyways let’s not even go there I
think a lot of the issues is you get a
guy may be at an agency or in the
marketing department that comes up with
a nugget you know this wisdom this light
bulb goes up and he throws it out and
they’re like yeah great it’s irreverent
it’s funny and then it goes up the chain
of command to the CMO
the vp of marketing or the CFO or the
CEO and at some point they’re like why
are we spending all this money if this
doesn’t even have one mention of our
brand and then it gets come back it
comes back down and then it becomes an
ad and then that’s not successful so I
think what was good about the Old Spice
was like they managed to make the Old
Spice brand and end sort of product some
kind of supporting cast or the star and
all the guy was the star but but it
wasn’t like a big sales pitch you know
but but I again I think that’s the
exception and not the rule but just to
go back quickly one thing I did want to
say about having useful like practical
content is one it turns new customers
into a potential return repeat customers
because they keep coming back consuming
the content finding new ways to you use
and consume your products and to we can
actually help with new customer
acquisition and this is something I I
tell clients all the time to produce
this useful content is at the end of the
day it totally helps your rankings in
search and the great thing about a
search user is that they’re they’re
targeted by intention you know if you
click on an ad on facebook that’s a huge
step because you’re on facebook to
socialize if you’re actually searching
for tips on how to do something or tips
on where to buy something you’re a
little bit more engaged okay quick
question before we go to lightning round
do you think that branded content
whether it’s useful or a reverend
scripted entertainment do you think that
it will really grow considerably and
become material or is it still going to
be all about pre-rolls because it’s easy
you take a TV spot repurpose it cut it
down to 15 seconds and blasted across
the web I think you’ll probably see both
you know at the end of the day you’re
gonna have companies that are that are
marketing savvy that have a good CMO in
the position that knows how to you know
keep up with trends and it the other day
you’re gonna have guys who are a little
bit you know negligent you’ve always had
good marketing campaigns and bad ones so
I think you’ll be able to see see a bit
more both and even at the same time
you’ll see bad examples of useful
content being like oh if you really want
to accessorize use our belt rather than
use this kind of color but yeah I think
you’re going to see more and more of
that useful content coming up yeah I
would say that you know not to sound
Vince Lombardi ask but I think people in
the advertising and video world are
likewise video not growing a lot more
and and the tricky thing is that well
video will only grow if you do the hard
things you know if you basically just
you know go for the low-hanging fruit
which is pre-rolls well obviously you’re
going to get basic small results like
you become successful when you do the
things that other people don’t want to
do you become successful when you do the
hard work that others say that seems
like too much work and I hate to say it
content is that could producing content
whether it’s informational entertaining
or advertorial is a lot of work and I
think if Mark builds equity if you’re
building your own content it does build
equity you know it’s more than showing
shoving in a pre-roll that stops running
after the campaign that content
continues to exist somewhere on your
site it continues to bring people in and
it continues to be referred to for years
to come yep all right we’re gonna take a
short break come back with lightning
round right after the break
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