Hasta La Creative!

A Apple estreou no fim de semana um novo comercial para o iPad Air, mas que funciona como um poético hino sobre a união das artes com a tecnologia.

O gadget é apresentado como uma poderosa ferramenta criativa, embalado pelo discurso de John Keating, personagem de Robin Willians no filme “Sociedade dos Poetas Mortos”, que cita versos de Walt Whitman.

O comercial funciona como um inspirador convite para a criatividade. Abaixo a transcrição, em inglês:

“We don’t read and write poetry because it’s cute. We read and write poetry, because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering — these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love — these are what we stay alive for.

To quote from Whitman,

“O me, O life of the questions of these recurring.
Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life?
Answer: that you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse.”

“That the powerful play goes on, and you may contribute a verse.”

What will your verse be?”

Post originalmente publicado no Brainstorm #9
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The return of “24” will come in May, while the new version of the series that Carl Sagan made famous will arrive in March.

La société Duffy London a imaginé cette étonnante « Flying Carpet » Coffee Table. Utilisant une fausse ombre d’un tapis volant comme base, cette table au design étonnant vaut plus de 2000 $ et est proposée dans différents coloris. A découvrir en détails et en images dans la suite de l’article.

Content marketing is a powerful way to get your audience’s attention and build trust. It might seem difficult to get started but it’s pretty easy to grasp when you break it down into a few steps. If you are struggling, just remember the 3 C’s of Content Marketing – Create, Curate, and Circulate.

1. Create

Creating quality content is the heart of content marketing. Relevant, valuable content is what will make your audience stop to think and behave differently. This kind of positive engagement is what separates content marketing from traditional marketing.

Have a goal

There must be a purpose to content creation; a goal. Creating content for the sake of creating content is a waste of your readers time and yours. Your content marketing goal should align with your overall marketing goals.

Give your visitors what they want

Understand who your audience is and what they want to know. You can create the most visually stunning, data driven infographic on nuclear fusion but it won’t benefit your audience if they are small business owners looking for information on how to grow their business. Jake Athey, in his Bad content is worse than no content: How to create stuff that doesn’t stink article, suggests the following litmus tests for your content:

• If someone emailed you the content you just created, would you be grateful?
• Does your content have any sentiment or piece of information you would repeat while out socializing with your friends?

If your content doesn’t meet either of those, maybe you should revisit it.

Offer what no one else can

There is so much information out on the internet, readers aren’t going to just be looking for a reason to kill some time on your page. If you are struggling to come up with some original content, shed some new light on a popular subject. If you’ve got a successful business, you likely have something that makes you different. Use this knowledge and personality to differentiate your content as well.

2. Curate

Creating content isn’t the only way to provide your audience with valuable information and resources. You can become a source for industry news and tips from others as well, through content curation. Mark Sherbin says to be the “go-to feed for audience members interested in your topic” in his article Should You Curate Content? The Essentials Every Content Marketer Needs to Consider.

Add value

Part of content curation is providing extra value to the content. It could be as simple as providing key points for those who don’t have time to read through the whole article or taking a fresh look on the topic.

Build connections

When you are sharing others content, you must make sure you are giving credit to where credit is due. Including snippets in a blog with credit or re-Tweeting is a nice way to curate content. When you are sharing others content and giving them credit, you are creating a good opportunity to build a mutually beneficial relationship. They might start sharing your content with their audience which helps expand your efforts.

Save time

Save your audience time by giving them one location to find all of the news they want to see in one location. They don’t have to comb through numerous sources, you’ve already done that for them. Be thoughtful on the content you curate, sharing too much unwanted content isn’t beneficial.

3. Circulate

Get your content seen. It can be difficult, at first, to develop a following. People aren’t going to just search out what you have to say. You’ve got to start by having quality content. Then you share it wherever you can.

Share via many channels

The more places you share your content, the more opportunities people have to find it. Your blog is one obvious place to start sharing content. Your social networks are another great place to share content. Each network has a different emphasis which allows you to share content in different ways.

Share multiple times

You finished up an article and feel really good about it. You shared via your social channels but did not get the response you hoped for. Now you are wondering, did I share it at the right time? Should I have shared it with different messaging? Don’t worry, it’s a good practice to share your content multiple times. Experiment with what times are best to share and what messaging best resonates with your audience.

Share via multiple forms

Your content doesn’t need to be held to just one format. What may be a great step by step instructional slide presentation could make a great video or blog as well. People have preferences on how they like to consume information. This also helps you produce more content without requiring as much of your time.

If you’re looking to build more content in your marketing plan for 2014, just remember the three C’s.

Nate Holmes is the marketing coordinator for Smartimage, a brand of Widen Enterprises.

In case you missed its multiple airings during the NFL playoff games over the weekend, here’s a new anthem ad for the iPad Air, which perhaps interestingly enough is not a TBWA\Media Arts Lab joint according to folks on the Spy line. (we’re checking on this)

That may come as less of a surprise after viewing the spot, which is something of a departure from Apple’s recent tone and style. The 90 second long “Your Verse” attempts to inspire via an ode to poetry and beauty, while documenting a wide range of different ways people use their iPad Air. While the device is never mentioned during the ad, it is shown in action during almost every shot, in locations around the world. The title of the ad comes from the Walt Whitman poem, “O Me! O Life!” (you may recognize it from the movie, Dead Poets Society) which it directly quotes from. “Your Verse” ends by repeating the final line of the poem — “That the powerful play goes on, and you will contribute a verse.” — before asking, “What will your verse be?”

The visually impressive, Whitman quoting spot is, while a departure from recent advertising strategies for Apple, also something of a restatement of the company’s supposed core values. Instead of telling you about device functionality, or attempting a sentimental family scene, the spot instead tells you about what Apple stands for, or at least what they’d like you to think they stand for. For Apple, that’s something of a return to the fundamentals. Whether that’s inspiring or overblown and pretentious will depend largely on the viewer.

New Career Opportunities Daily: The best jobs in media.

IPC Media, OMD UK and Vodafone are collaborating on a research project that is to focus on finding out more about the future of the family.

Derrick Coleman isn’t exactly an NFL superstar. But, thanks to a new campaign for Duracell and by helping his team, the Seattle Seahawks, earn a place in next weekend’s NFC Championship game, he may soon become a household name.

From Saatchi & Saatchi NY and Park Pictures director AG Rojas comes the above “Trust Your Power” spot, which in just two days has already netted 1.6 million plays on YouTube. Following Coleman’s career from his days as a young boy being mocked for his hearing aid through going undrafted out of college, it’s a well-told story of overcoming adversity and, remarkably, ties Coleman’s success to Duracell in a not-so-terrible way.

In case you’re wondering, the spot doesn’t mention that while Coleman went undrafted after college, he was picked in 2012 by the Seahawks and made his NFL playing debut earlier this year. The highlight of which so far was the above TD scored on Monday Night Football last month, which itself is accidentally symbolic of the unlikelihood of Coleman’s career. If this Duracell spot is playing during the commercial breaks, it will be downright impossible to root for anyone other than the Seahawks to win the Super Bowl this year.

New Career Opportunities Daily: The best jobs in media.