Chuck Kent is President/Creative Director of Creative on Call, Inc. the branding and creative services company that helps marketers identify and communicate the simple truth about their brands.
Hey, Gini, I featured her first!!! (And thanks for the shout out). Charm, wit, intelligence... all things we need more of. Good to see you here, Amanda. Hope to see you at Wine and Web.
1 week, 6 days ago on #FollowFriday: Amanda Gant
@belllindsay oh, so THAT's Gini meant when she said she'd slipped between the covers with Mark... whew...
2 weeks, 1 day ago on Join Mark Schaefer for a Special Livefyre Q&A Today
Great post Howie.. and Happy Birthday Gini! Particularly like the kid vid birthday cards. Just wish I could hear Jack Bauer sing....
3 weeks, 3 days ago on Follow Monday: Say Happy Birthday to Gini Dietrich!
3 weeks, 6 days ago on #FollowFriday: Kevin Vandever
Ooops.... Gini kindly caught a big typo (Kevin's name) on my first caption image... here's here caption contest offering... Now c'mon, all you other so-called crazies, let's hear yours...
OK, Kevin and everybody, this is all too polite (even with Howie Goldfarb weighing in)... and that photo just begs for a caption contest.. .so here goes.. my entry is below. Anybody else?
Kevin, Welcome to the most questionable club to which you will ever belong. Now... where's our wine?
@ginidietrich I don't see it (just) as a reward for the long-winded, but for those who are will to dig, and think, a little deeper. It helps get us all past "life in the shallow end," the intellectual short-changing that superficial content creation and consumption can create, a la Nicholas Carr's "The Shallows: What the Internet is Doing to Our Brains,' a book I consider to be scarily brilliant.
1 month ago on The Role of Long-Form Content in Brand Journalism
I'd glad there's this general "liberation of long form" going on. It's more fun to be able to break out of a 500 word box and let posts go (meaningfully) longer... it's also better for everybody. Jonathan Salem Baskin has a great book on the benefits of forgoing brevity: "A Thousand Words: Why We Must Fight the Tyranny of the Brief, Vague and Incomplete." Going long(er) certainly helps.
Good to see you here Jason... happy #FF!
1 month ago on #FollowFriday: Jason Roberts
@jenzings Great illustration of consumer disappointment (leading to distrust) when content misrepresents itself
1 month ago on Brand Journalism: How to Use Sponsored Content
@RobBiesenbach @creativeoncall @ginidietrich I agree... no one likes to be fooled
1 month, 1 week ago on Brand Journalism: How to Use Sponsored Content
I can't find much research. A NYT article on the FTC and native advertising includes this blurb: " David J. Franklyn, a professor at the University of San Francisco law school, said preliminary results from his research showed that as many as 35 percent of the consumers in groups he has studied could not identify an advertisement even when it said “advertisement” on it. Roughly half, he said, indicated they did not know what the word “sponsored” meant.
Perhaps more important, he said, is that one-third of consumers say they do not care if something is an advertisement or is editorial material, and many would be more likely to click through to an item if they knew it was an ad."
So perhaps my aversion to the willingness to employ confusion between ads and editorial is irrelevant if consumers don't care... but I still suspect (or at least want to think) that it has an impact on trust, at least long term.
The article also notes that the FTC is likely to more heavily scrutinize native advertising in the future:
@ginidietrich @creativeoncall I guess it's a matter of how clearly you say – and make yourself understood – that it's an advertorial. I have no issue with any of us making money (that is one of the larger points to our careers), I just worry that getting comfortable with "maybe they know it's an ad, maybe they don't" will undermine the already low opinion people have of the content we all provide
@ginidietrich @creativeoncall Yes, but do you disagree?
You mention a variation of the whole problem with disguised advertorials, er, sponsored content: ""...other than that a change in color, you wouldn’t know it’s an ad." Not much of a trust builder there, and not as honest as just selling ad space in one column of your blog (OK, it's an old business model, but at least more straight-forward."
Don't get me wrong, I'm all for advertising... let's just call it what it is. Advertising can and should deliver great content. It's OK to pay to put that out in front of people. It's the whole obfuscation of "where's my information coming from and why" that makes me less than excited about the trend.
Sorry, but "sponsored content," when it comes down to meaning "not clearly paid for and produced by" is just one more way to confirm "brand journalism" as the oxymoron of the year.
(Did I wake up on the wrong side of the keyboard this morning or what?)
@annelizhannan @creativeoncall @ginidietrich Excellent... I'm sure Gini will crank out a video of that by days end :)
1 month, 3 weeks ago on #FollowFriday: Anneliz Hannan
Nice to meet you Anneliz... though I do think Gini could at least warble you a welcome as well as write one (respect is great, @ginidietrich, but where's the love?) Maybe one of these days... Of course, Gini was caught singing once on camera... sort of: http://bit.ly/KIyKCs
I think content overload will be a (or the) big theme of 2014. It's been building for a while... Mark Schaefer wrote about it this week, though is hardly the first. He also spoke, as did David Armano at Edelman when I interviewed him last fall, of how it's all becoming a paid game again. Well, yes, the field is crowded, it was never really "free," and the more personal the messaging and attention, the better. The smartest content players – the ones still playing in 2015 and beyond – will be those who figure out the most creative ways to provide not just content but actual, personalized help (always one of Gini's strengths, from the blog to FB questions to personal interactions).
1 month, 3 weeks ago on Content Marketing: Too Much of a Good Thing?