Monday Morning Mashup – Sept. 12th

Content + Community + Commerce = Content Marketing. I know I preach this on a regular basis, but marketing, my friends, is shifting. Marketing is no longer a one-way diatribe. I just spent time with some of the best content marketers on the planet at the Content Marketing World conference. The people who are on the pointy tip of the spear; who see this as a grand experiment and want true engagement in marketing. In a nutshell – marketing is moving to a viral, bi-directional, proactive dialogue – where content elicits significant exchange on owned and earned channels and is shared readily by people within their networks.

And yes, content is becoming more and more intelligent, as machines are infiltrating from every direction. Artificial Intelligence (you’ll hear terms like Machine Learning, Deep Learning, Natural Language Processing) is being built into every platform we touch – Facebook, Google, Apple (think Siri), Salesforce, Uber, Amazon (think Alexa), and many you have never heard of before. Machines now process content and data at levels beyond human comprehension – a Google engineer observed: “with so many permutations and combinations, it’s mind-boggling to comprehend what RankBrain truly does (RankBrain is a machine-learning artificial intelligence system that helps Google process some of its search results, in particular, rare or one-of-a-kind queries).” Lesson – make sure you are delivering Grade A, high-test content for AI algorithms, as machines are learning the difference between good content and bad content. The best content has the power to deliver laser-targeted relevance, resonate, and rank when people are searching for it.

The crystal clear message that keeps coming across time and time again is to slow down and take the time to develop content the right way. It’s a marathon, not a sprint. People want quality, relevant content. Content that inspires, educates, entertains and informs. Content that helps them make decisions. Content that enables and doesn’t interrupt (and there’s a fine-line here indeed). If you can create strong original content (backed by research – this takes longer but is well worth the effort), you can maximize returns from both humans and machines.

For a deeper dive, related articles and discussions check out the Content Marketing World Twitter feed >>> #CMWorld.

Michael Chase, CMO
St. Joseph Communications


Virtual and Augmented Reality Will Reshape Retail


Applications using either technology stand to eliminate customer pain points, elevate customer service, and create a differentiated, personalized customer experience. They also hold the potential to vastly change the way retailers are thinking about stores of the future.

Toronto Life Celebrates the City’s Best Dressed 2016


On the opening night of TIFF last Thursday, St. Joseph’s Toronto Life celebrated the release of the sixth annual fall Stylebook and its yearly list of best-dressed people in the city. Check out all the pics from the exclusive, invite-only event held at Momofuku.

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Bloomingdale’s Gamifies In-Store Shopping 
Get the scoop on how Bloomingdale’s is bridging the gap between digital and bricks-and-mortar with an in-store scavenger hunt incorporating Snapchat and geofilters.
8 Things to Know About the New iPhone 7 and Apple Watch 2
FASHION Magazine breaks down what Apple CEO Tim Cook refers to as “the world’s most advanced smartphone – the best iPhone we have ever created.”
Diet Coke Customizes its Packaging
With the “One of a Kind” program launching in Canada with a stylish bent, consumers can have their own unique label.
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Forbes’ Editor Proves The Golden Age For Print Magazines Has Only Just Begun
With Forbes magazine achieving its highest print readership in its 99 year history, its editor Randall Lane shares what the magazine is meant to do in a world where there is so much information.

The New Rules of Social Media Marketing
As Canada readies for new transparency policies requiring bloggers and social media influencers to disclose paid endorsements, here’s an idea of what to expect.
Why Only the ‘Right’ Customers Are Right
Instead of expending so much time and energy on low-value customers (who constitute the majority of any firm’s customer base), brands should instead focus on identifying and rewarding their best customers.

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