Brandscaping with Author and Marketer Andrew Davis

Andrew Davis

Andrew Davis, author of Brandscaping, brings personality to marketing.

Andrew Davis is the guy you want on your marketing team. He’s smart, passionate, funny, and has an uncanny knack for nailing it.

His book Brandscaping: Unleashing the Power of Partnerships captures the essential rules of modern digital marketing. And if you had to distill it down to just one idea, it would be that marketing isn’t for loners. These days, you have make some friends and try new things.

And Andrew Davis is very good at identifying good partnerships and great marketing. In his book, he writes about large and small companies that are discovering new customers, simply by thinking beyond their traditional owned, earned, and, well, whatever campaigns.

He is like your favorite coach who both applauds you for reaching a new personal best, but also suggests that you can do better. He deconstructs successful campaigns, admires the work, and then suggests clever ways to make it even better. He’s smart, nimble, and it comes through on every page of his book.

But Andrew Davis is more than a writer. He’s also a surprisingly good speaker. When I met him this year, we were participating in a series of videos for Content Marketing Institute.

At Content Marketing World 2013, Andrew delivered a presentation on Brandscaping: The Secret to Unlocking Bigger Content Marketing Budgets and Driving Faster Results, and was the highest rated presenter at the conference. Not bad, considering the marketing legends at the event.

Despite his non-stop speaking schedule, Andrew found time to participate in an email interview with me.

BUDDY SCALERA: First, can you tell me what your book Brandscaping is all about?

ANDREW DAVIS: Brandscaping is all about leveraging the audiences of others to more effectively and efficiently sell your products and services. Essentially the entire book asks you one question: who already has your next customer as their current customer? Thinking this way opens up tons of new opportunities to work together, creating content that both your audiences will find valuable.
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My (First) Kickstarter Crowdfunding Success Story

Thank you to kickstarter supporters

Thank you graphic for my Kickstarter supporters.

Last week, my first Kickstarter project ended successfully. I was funded 115% of my goal, which means I raised $694 and my goal was $600. Not bad.

The idea here was twofold:

  1. First, I wanted to raise a few bucks to print a batch of custom t-shirts, but without taking on a personal risk. As noted, mission accomplished.
  2. Second, I wanted to have the experience of running a Kickstarter project. All too often, people talk about stuff without really knowing how it works. I’d heard a lot of about crowdfunding, how it relates to marketing, and figured it might make sense to know how it actually worked. Again, mission accomplished.

Setting It Up
As I mentioned in my first Kickstarter post, the setup process took longer than expected. I wanted to be running a few days earlier, but my project was initially rejected. It took me a day or so to appeal and get approved. Plus, there are the financial requirements, which took some time with the bank and Amazon.com.

Once I got started, the Kickstarter contributions surged. Within the first 48 hours, I’d almost completed my funding. Between several friends and a couple of generous benefactors, I was almost ready to retire to a beach in Miami.

Almost. Continue reading

Kicking Off with Kickstarter Crowdfunding

Kickstart campaign

Kickstarting my first Kickstart campaign

A few hours ago, I launched my first Kickstarter campaign and peered into the inevitable future of commercial creativity.

First off, for those of you not familiar, Kickstarter is a “crowdfunding” platform. If you have something you want to make, you can create a project and people can contribute money to help you reach your goals. In return, they earn “rewards,” which vary from practical to unusual.

My Kickstarter campaign is fairly straightforward. I’d like to print T-shirts, but I can’t afford the initial outlay of cash to the printer. Ordinarily, I’d have to pay the printer before the actual shirts are sold. If I don’t sell enough shirts, I can lose money.

So how does Kickstarter help me? In this case, I get people to pledge financial support (everything from $1 to $100). In exchange, they get items of value, including my “Girls Like Comics Too” shirt. Since I am also an occasional author, I’ll sign copies of my work, including comic books and books I’ve published.

Part of the fun is creating these Kickstarter rewards. You want to incentivize people to support you, so you end up giving away a lot of value-added stuff to get backers. In my case, the value of the stuff is up to 50% higher than the investment people are making. It’s a crazy little system, but it seems to work.

There are Kickstarter campaigns for lots of special interests, including comics, movies, music, photography, fashion, technology, and more. Continue reading

Buddy Scalera’s 2013 Conference and Speaking Recap

This was a busy year for me in terms of presentations and appearances. Content marketing has become a hot topic, so these days I’m out there talking about some of the how-to elements of getting started.

A few people have mentioned that I need to keep track of these speaking appearances better, so I created this post to document 2013.

 

Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn.  ICC2013 - San Francisco

Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn. ICC2013 – San Francisco

FEBRUARY:
February 7-8, 2013
The year kicked off with the Intelligent Content Conference 2013 in San Francisco. This event is one of the most technically advanced events, so the speakers are encouraged to talk about the how-to aspects of creating intelligent content. One of the organizers is Ann Rockley, who is an industry thought leader on XML-driven content. The other organizer is Scott Abel, the Content Wrangler, who is deeply involved with the technical details behind content management across multiple channels.

Anyway, I spoke at the ICC 2013 and delivered a presentation called “Channel-Agnostic Content Strategy for Happy Marketers.” It’s a deep dive into how content needs to be developed and managed to flow across multiple platforms. We had slightly tighter time slots, so the idea was to get into your story fast. It was a good approach that stripped out the fluff and forced you to get into the specifics of content formatting.

This is the deck I presented:

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Upcoming: Content Marketing World 2013 in Cleveland

Poster promoting Content Marketing World 2013 featuring Buddy Scalera, Tim Washer, Sarah Skerik, and Jeff Rohrs

Poster promoting Content Marketing World 2013 featuring Buddy Scalera, Tim Washer, Sarah Skerik, and Jeff Rohrs

In a few days, I’ll be presenting at Content Marketing World in Cleveland, one of the premiere events in marketing and content strategy. If you work in content, content marketing, content strategy, analytics, or social media, this is the must-attend event of the year.

Joe Pulizzi and the conference planners have created and shared some clever materials, including a series of posters featuring different speakers. Of course, we love to see our names, so everyone on the poster is sharing it on their social channels. My poster in the series has a disco theme and includes Jeff Rohrs, Sarah Skerik, and Tim Washer.

I talk to my clients a lot about social and viral assets. This is an excellent real-time example of how to create content assets that travel through sharing and endorsement.

They’ve also created a SlideShare presentation that included quotes from many of the speakers. And, of course, the views and likes for this thing are impressive as hell.

The original PowerPoint asset was posted August 14, 2013 on SlideShare. As of this writing, it’s already at 34,819  views. Remember, this is a deck leading up to a business conference. This isn’t some goofy pop culture thing from MTV or People magazine, so you don’t usually see view rates like this on business content.
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Snikt! Wolverine Infographic Claws Way to Successful Content Strategy

Wolverine Infographic Cropped

Wolverine Infographic Cropped. Click for full-size image.

If you haven’t yet seen it, there’s a terrific infographic featuring the popular Marvel Comics superhero Wolverine. Much of the world became familiar with the Wolverine character through his portrayal by Hugh Jackman in the X-Men movies.

But Wolverine was a fan favorite, ever since his introduction in Incredible Hulk #181 (1974). The character exploded in popularity in the 1980s and 1990s and continues to be an A-list character in the comics and on the silver screen.

I discovered an infographic on Gizmodo.com and was impressed with the way the designer managed to incorporate the right amount of design, text, and layout to this rather complex character.

This was no average fan. This was a pro designer at work and this infographic was quickly going viral. At the bottom of the infographic was a cleverly placed URL that drove you to a website where you can buy costumes.

Yep, you guessed it, there are even costumes of Wolverine. This was a fantastic example of visual content marketing in action. They knew who the audience was, what would draw them in, and how to get them to their target website.

Two of the architects behind this content marketing campaign were Kate Willeart and Mark Bietz. They sat down for a brief email interview to discuss their content strategy tactic from a marketing perspective.  (Note: This is Part 1 of a 2-part series. Check out Part 2.)

 

BUDDY: To get started, can you introduce yourself and describe what you do?

Kate Willaert

Kate Willaert

KATE: My name is Kate Willaert, and I’m a graphic designer for Fun.com (and its sister sites HalloweenCostumes.com and T-Shirts.com). My job includes web design, creating t-shirt designs, and designing marketing materials such as infographics.

MARK: I’m Mark Bietz, VP of Marketing for Fun.com and I lead the marketing strategy here.

 

Just for context, there’s this great infographic that painstakingly details the costumes of the Marvel superhero character Wolverine. At the bottom is a URL for HalloweenCostumes.com. Can you describe how this project came about?

KATE: The Wolverine piece is actually the third in a series of superhero costume infographics I’ve designed, which previously included Iron Man and Superman. The inspiration came from an infographic I saw comparing the cost of Batman and Iron Man’s estates — their suits, their houses, their cars, etc. You get to the bottom of this infographic and see that it’s by an insurance company. I thought that was really clever. Continue reading

Interview with PR News for My Next Content Strategy Presentation

Steve Goldstein of PR News.

Steve Goldstein of PR News.

Every once in a while, you gotta turn things upside down, right? Right. Let’s do it.

Next week, I’ll be speaking at the PR News Content Marketing Bookcamp. They posted a description of my panel and even ran a nice interview with me. I’m pretty excited to be meeting Ben Shields of ESPN, since we’ll be sharing a stage together for our panel. Good stuff.

But…I wanted to do something a little different. This time, I turn the tables and interview the convention organizer. In the hot seat is Steve Goldstein, who is the editorial director, events, for PR News. Let’s see what he has to say about the upcoming event…

 

BUDDY SCALERA: First off, hello. We’ve never actually met in person, but I am going to be speaking at one of your upcoming conferences. Can you tell me a little about the upcoming event?

STEVE GOLDSTEIN: What we’re doing is gathering thought leaders in content marketing from brands and from PR agencies to show PR professionals how they can help their brands and clients amp up their content strategy and, not incidentally, create content that’s shareable. Continue reading

Interview with Content Strategy Author Ann Rockley

Ann Rockley and Buddy Scalera photo

Ann Rockley and Buddy Scalera at the Intelligent Content Conference 2013

Despite being a relatively young industry, content strategy and marketing owes a great deal to certain pioneers who helped shape essential concepts. Their names pop up in blog posts, at conferences, and on bookshelves because they are the true thought leaders of this evolving discipline.

Instead of becoming a fond footnote of the content strategy industry, pioneer Ann Rockley has continued to evolve with fresh, relevant insights. Her book “Managing Enterprise Content,” is, quite frankly, required reading for everyone who wants to work in content strategy.

After several years of hearing about Ann Rockley, I was fortunate enough to meet her at the Intelligent Content Conference 2013 in San Francisco. (I spoke at the conference and delivered a scintillating presentation called “Channel Agnostic Content Strategy for Happy Marketers.”) Later, Ann and I exchanged a few emails, and she was kind enough to grant me an email interview.

Fair warning. You will probably have to read this interview once, then read Ann’s book, then read this interview again to get the full impact. Ann’s very smart. I was just trying to keep up. Continue reading

Speaking at Intelligent Content Conference 2013 in February

See Buddy Speak at Intelligent Content Conference 2013

See Buddy Speak at Intelligent Content Conference 2013

West Coast! It’s been a long time since we’ve seen each other, maybe too long.

Let’s get together at the Intelligent Content Conference 2013 in San Francisco on February 7-8, 2013. I’m packing now to bring some East Coast fun to the City by the Bay.

If you’re a content marketer, this is one of the big conferences you should attend. I’ll be there to deliver my presentation on Feb 8th at 2:00. Here’s the description:

Channel-Agnostic Content Strategy for Happy Marketers
Learn why “intelligent content” is an inevitable future for multi-channel marketing. Developing channel-agnostic content is rapidly becoming the only way to address the proliferation of emerging channels and new devices. Brands are publishers and content is liquid. Marketing teams need to consider how to share messages across the platforms that their customers are using. Intelligent, channel-agnostic content development, governance, and maintenance will ensure that your marketing team is happy (i.e., employed) and prepared for the future.

You’ll see a lot of the stuff you’ve come to know and love including my sparking personality, these rock-hard abs, and some amazing comic book art. Continue reading

Storming Retail: How Home Depot, Lowe’s & Sears Miss Opportunities

A hurricane of missed opportunities in retail and content strategy.

If I had stock in Home Depot, Lowes, or Sears, I’d be pretty annoyed right now. I’d be looking at the impending storm that’s about to hit the East Coast, and think, “why aren’t these retailers ready for Hurricane Sandy?”

To that, I’d add, “again.”

Yup, this is the second year in a row that retailers are not ready for the consumer demand in times of emergency. Last year, we were hit with an epic, freak storm that knocked out electricity for four days. The folks with generators were just fine, but the rest of us were, well, very cold.

You’d think that people would learn from last year and already have generators, batteries, bottled water, canned goods, gasoline, and other things like that. But they don’t. People are people. They don’t usually do a good job of taking care of themselves and typically wait until the last minute to do their Christmas shopping. People are like that and will always be like that.
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