Keith Bates Blog
NEED TO STAND OUT IN YOUR MARKET?
Maybe your website is sending the wrong message!
September 8 2017
Marshall McLuhan was wrong. Dead wrong.
My mission is to correct the damage done by McLuhan and his followers.
In 1964 he said “The medium is the message” and since then, facile-minded people have run with that concept, again and again, and most recently by applying it to social media.
Don’t follow the herd! Think for yourself! Or you’ll stumble.
My mission is to correct the damage done by McLuhan and his followers. And this includes positioning social media into its proper role within the world of B2B marketing.
The reality is that it’s the MESSAGE (content) that drives the Media, not the other way around. The Medium (conduit) must always serve the message. People are influenced by the content of the Message not the “package” in which it is delivered. Social media plays a secondary role behind the Big Idea, the heart of marketing’s Creative Strategy that determines success or failure.
McLuhan’s statement is that he feels the vehicles for distributing marketing messages (social media) are more important than the messages (ideas) themselves. Seriously?
My ambition is to restore yesterday’s emphasis on the power of the Big Idea, known as the lightning bolt that has been employed for decades in building persuasive concepts. The curation of social media can impact the message, but it can’t create it.
My passion is to help today’s B2B marketers understand the importance of gathering the social input (called Content), reworking and strengthening the creative component, and then using the content for it’s own distribution instead of paid for media. Details of this remarkable new concept can be found in Killing Marketing, a brand new book by Joe Pulizzi (founder of Content Marketing Institute) and Robert Rose.
As for McLuhan…point made! Without content paid media is a hollow pipe.
For a free copy of “Creativity—the critical gap between Messaging & Media” simply visit www.kbates.com home page for the link.
IT’S THE MESSAGE, NOT THE MEDIA, THAT PERSUADES. For CEOs, CMOs in need of an Ad Agency, or a MarTech firm. Do this first… Accept the fact that traditional ad agencies often lack the consulting expertise to develop positioning and differentiation strategies while...