Generals Don’t Inspect The Bullets

As the content arms race rolls on, I’m beginning suspect that some CMOs are getting off track in their approach to content marketing.

Too much oversight.  Too much strategy. Too much handwringing.

In my experience, the primary value of content marketing is catching a prospect at the moment they happen to be searching for the product or service your enterprise offers.  And in search, one of the primary variables driving rank is freshness.

Catching a prospect mid-search means, for better or worse, content distributed across social media platforms is nothing more than a rifle shot.   The only consideration after it’s been fired, beyond a brief evaluation of its effectiveness, is loading up the chamber and firing another. read more

What Might Happen in 2016

Twitter will be acquired.  Wall Street loves a good story, but it hates losses.  With half a billion in losses in 2014, and the company on track to lose more this year than last, somebody is going to pull the plug.   Parenthetical prediction:  Twitter CEO Jack Dorsey will not survive the year and focus on Square, also losing money.

FANG stocks will accelerateFacebook, Amazon, Netflix, Google will continue to eat other industries with the possible exception of Netflix, where competition is coming out of the woodwork. read more