This article appears in the November 2013 issue of Chief Content Officer. I’ve never understood lepidopterists. They admire the beauty of moths and butterflies, chasing them across meadows with a large net. But once caught, the creature is dropped in a killing jar and pinned to a display board. As KPIs go, a butterfly collection […]
Forgive me for a moment while I make an incredibly broad and general statement — the sort of simplistic statement I usually complain about when made by other people. But I’m not other people and I need a hook for this article. Don’t worry. If I can’t make it stick, you’re welcome to point out the flaws to me on Twitter, Facebook, or LinkedIn.
Incredibly thick skinned, almost impossible to move, yet extremely dangerous when throwing its weight about, the hippo is a difficult beast to hunt. We’re talking about the HIghest Paid Person’s Opinion. If your business has a hippo culture, how do you get approval for your content marketing strategy?
Kony2012 was driven by emotion. The whole point of the campaign was to reach people who were otherwise unaware of Joseph Kony, and the best way to do this was by tapping into sharing behaviour.