Ready for the Content Arms Race?

Current Articles |  RSS Feed

B2B marketers be warned!

We stand at the threshold of a "Content Arms Race," says Doug Kessler, creative director for Velocity, on Hubspot's Inbound Marketing Blog.

He compares the state of content marketing today to that of TV advertising in the 1950s.

"The first companies to jump into this exciting new medium discovered something big," he writes. "They discovered that they could use TV ads to build something called brands."

But it wasn't long before TV's pioneers were swamped by sodbusters, and TV advertising lost its luster.

"We’re in a similar place right now," Kessler writes. The window is shutting on opportunities to become content-marketing pioneers ("Those guys who put out that great stuff”).

Marketers instead are entering a Content Arms Race in which "every marketing discipline is becoming content-powered. 

"In the content marketplace, you’re not just up against your direct competitors," Kessler says. "You’re up against everyone who’s producing content on the same issues. You’re competing against all of these in an epic battle for the scarcest resource on Earth: people’s attention."

What's the fallout?

"When the deluge hits," Kessler says, "all this content is going to start to look a hell of a lot like something we’ve all become really, really good at ignoring. It’s going to look like advertising."

Avoid the Comma Splice

Part 3 of a 3-part series on the usage rules for commas
To avoid looking unlettered, master Rule Three:

Never use commas to splice together separate sentences.

Grammarians call an infraction of the rule a "comma splice." 

Here's an example:

Thanks for registering for FACE, check your email for confirmation.

What's the right way to state this? Chop it in two:

Thanks for registering for FACE. Check your email for confirmation.

Seem too choppy? You could use an em-dash:

Thanks for registering for FACE—check your email for confirmation. 

Or, at last resort, a semi-colon:

Thanks for registering for FACE; check your email for confirmation.

Marketers most often introduce comma splices when linking separate, but related, ideas:

Admission to FACE Expo is free, however you must pay to attend the conference sessions.

Grammarians consider the adverb however too "weak," however, to separate the ideas. Only a period, em-dash or semi-colon will do:

Admission to FACE Expo is free. However, you must pay to attend the conference sessions.

Admission to FACE Expo is free—however, you must pay to attend the conference sessions.

Admission to FACE Expo is free; however, you must pay to attend the conference sessions.

Mind Your Oxford Commas

Part 2 of a 3-part series on the usage rules for commas

A misused comma can make a sharp marketer look dull.

Here's Rule Two:

When you write a sentence that includes a list of three or more items, you may or may not put a comma before the last item in the list.

The decision depends on style, not grammar.

If you follow the Oxford Guide to Style, you'd write:

Join now and receive an official association decal, member's hat, and free admission to FACE.

But if you follow the Associated Press Stylebook, you'd write:

Join now and receive an official association decal, member's hat and free admission to FACE.

Fans of the "Oxford comma" argue it eliminates ambiguity. Consider this example:

Our keynoters include FACE's outgoing and incoming chairmen, Ted Danson and Al Gore.

It's unclear whether two or four keynote speakers will appear. An Oxford Comma would eliminate that ambiguity:

Our keynoters include FACE's outgoing and incoming chairmen, Ted Danson, and Al Gore.

Of course, you could remove the ambiguity by reordering the items in the list:

Our keynoters include Ted Danson, Al Gore and FACE's outgoing and incoming chairmen.

But an Oxford Comma would improve the sentence's readability. That's why even the Associated Press Stylebook would urge you to include one:

Our keynoters include Ted Danson, Al Gore, and FACE's outgoing and incoming chairmen.

Don't Look Comma-tose

Part 1 of a 3-part series on the usage rules for commas

It's easy to misuse commas. 

The rules of use are terribly complex.

But they're worth mastering, because a misused comma makes an otherwise sharp marketer look dull.

Here's Rule One.

Use a comma when you name something that's the only thing on earth described by the words you use to identify it; otherwise, don't use a comma. For example:

If you attended our annual meeting, FACE, you know it featured as keynote speaker the CEO of Techno, Sue Smart. 

There's only one FACE and only one CEO of Techno.

Our monthly Webinar WOW featured technology expert Dot Friendly.

There are many WOWs and many technology experts.

When your description stands on its own—because there's only one—the name isn't needed in the sentence. So use a comma before it; otherwise, don't.

Want Followers? Go Native.

Inc. wants advertisers to go native.

So-called "native advertising" is marketing content that's camouflaged.

Inc. believes we'll hear a lot more about native advertising in the months to come.

A native ad looks and feels like 'the format, style, and voice of whatever platform it appears in," Inc. says. It blends into the landscape so well visitors see it as part of the platform.

As a result, a native ad is better read—and responded to—than a display ad.

But native advertising isn't easy, Inc. warns.

You need a steady stream of platform-tailored content.

Fortunately, "The content in question does not have to be slick to be effective," Inc. notes.

Marketers should let go their obsession with eye-pleasing imagery and focus instead on boldness, the magazine says.