Think Evergreen

Pity the poor cereus, which blooms but a day.

Marketing content's a lot like that.

When measured by clicks, most content flowers but a day or two.

And deservedly so, when marketers are conditioned to think news.

But after all the work of content creation, you'd hope your effort enjoys more than a moment in the sun.

That's why I like evergreen content.

"Evergreen content answers your customers' most common questions, and rarely goes out of date," Mark Schaefer writes in The Content Code.

You can, for example, Tweet once every month about an old evergreen blog post, and receive new rounds of likes, comments and shares from people who missed it, Schaefer says.

You need to stop worrying the content is old and "view evergreen content is an investment in an asset for your business," Schaefer writes.

"If you bought a new tractor for your farm or a new truck for your plumb business, you wouldn't let it just sit around not being used. An investment in content is no different."  

2016: The Creative Comeback

The Creative Revolution inspirited marketers in the mid '60s.

Will the Creative Comeback do so again in the mid teens?

CMO predicts it will, in a year-end roundup of expert opinions.

The technicians have had their day.

The results?

One in three campaigns fizzle.

Perhaps the creatives' time has returned.

"Blow up any process that isn't dynamic and collaborative," Darren McColl, SapientNitro, told CMO. "Creativity in a world of technology takes constant collaboration, not process."

Here's what others had to say:

Marketers, please come out from behind your tech and data and start acting like humans. You’ll be amazed at what can happen. — Jeff Pundyk, The Economist Group

Do something unexpected, launch a breakthrough, challenge a leader, 'wow' consumers, make memorable moments, engage in new conversations. — Ed Vlacich, National Brands

Effective creativity now requires pairing shrewd psychology with showmanship. In 2016, I resolve to channel, daily, Daniel Kahneman and P.T. Barnum. — Marsha Lindsay, Lindsay, Stone & Briggs

In an age where brands know more than ever about our customers, embracing creativity and fearlessness should no longer be seen as risk taking but instead as smart, innovational thinking. — James Earp, Razorfish

Be bold, be creative, but be human. Think beyond getting attention; design for engagement. And design beyond impressions, think expressions. — Brian Solis, Altimeter Group

Next year, we’re daring to go from being valued to being loved. We’ll be showcasing the power and value of creating an emotional connection. — Susan Ganeshan, Clarabridge

Child Speed

Every week, my two-year-old granddaughter dashes past another developmental milestone.

She's unafraid to ask questions or state her observations. 

For their part, the googly-eyed adults around her make a willing audience. 

Of course, it does't hurt to be adorable.

Eighteen years ago, designer Bruce Mau wrote his 43-point Incomplete Manifesto for Growth to inspire the designers in his studio in Toronto.

Point 15 of the Incomplete Manifesto reads:

Ask stupid questions. Growth is fueled by desire and innocence. Assess the answer, not the question. Imagine learning throughout your life at the rate of an infant.

Were it possible to learn for a lifetime at my granddaughter's present speed, we'd all be geniuses. 

Unfortunately, brain physiology holds us back.

In fact, most minds fossilize before their owners turn 30.

But destiny shouldn't deter you from asking stupid, innocent, childlike questions.

Who knows?

Once in a while, you might get an adult answer.

Disclosure: Bruce Mau is now my employer's Chief Design Officer.

10 Compelling Reasons to Blog

Why blog, when you could chat with a customer, scroll through Facebook, dust the blinds or straighten your desk?

Blogger Helen Nesterenko has combed eight credible websites for statistics that add up to "58 Unbeatable Reasons to Run a Blog for Business."

Here are her 10 most compelling:

• 46% of web users read more than one blog a day

• 81% trust information from blogs

• 13% have been inspired by blogs to make a purchase

• 61% have made a purchase based on a recommendation from a blog

• Companies that blog have 55% more website visitors

• Companies that blog at least 15 times a month get 5 times more traffic than companies that don’t blog

• 70% of companies that blog 2 or 3 times a week have acquired customers through their blogs

• Blogging is the most popular content marketing tactic, used by 73% of marketers

• 59% of B2B marketers believe blogs are effective in achieving their business goals

• 86% of B2B small business marketers think blogs are their most effective content marketing tactic

A Nation of Quitters

Where have you gone, Evelyn Wood?

We need you.

Steve Peck, writing for Heinz Marketing, reports the average reader devotes no more than two minutes to branded long-form content.

No matter the content's quality, after two minutes, the average reader quits.

Peck reaches this conclusion after a study of 180,000 readers and 1,700 white papers, e-books, reports and guides.

Because Americans' average skim-reading speed runs from 400 to 700 words per minute, most content exceeding 1,400 words is wasted.

"Blink and you’ve lost them," Peck says.

While in the White House, self-taught speed-reader John F. Kennedy sent a dozen members of his the staff to the Evelyn Wood Reading Dynamics Institute, so they could keep pace with the cerebral president.

Mrs. Wood promised students she could teach them to read at the rate of 1,500 words per minute, and produced some who could read four times that many.