by Samuel Scott | Feb 5, 2018 | Marketing Essays
My new column is live at The Drum: Brand publishers should learn quality versus quantity and shut up If content marketing is so wonderful, then why is the largest company that is best known for selling, using and advocating the practice losing more than $40m every...
by Samuel Scott | Jun 19, 2017 | Marketing Essays
My new column is live at The Drum: In a first-season episode of the American TV drama Scorpion, the show’s crack team of techno-wizards meets a man who developed a computer program that uses an algorithm to create instant pop music hits. Such software would be worth...
by Samuel Scott | Mar 13, 2017 | Marketing Essays
My new column for The Drum is live: Apples are not oranges – and ‘content marketing’ means nothing The moment that you slap a call-to-action on any piece of marketing collateral, it becomes direct-response advertising. More on that after a story. Read the whole thing...
by Samuel Scott | Sep 26, 2016 | Marketing Essays
“Content marketers, in a modern version of marketing myopia, seem to think that their reason for existence is to create content rather than communicate with clients and sell stuff.” — Mark Ritson, “Is ‘content marketing’ a load of...
by Samuel Scott | Jun 9, 2016 | Marketing Essays
BERLIN — I had the honor of speaking last week at this year’s Content Marketing Masters, one of three European conferences that are held by the German online marketing agency PerformicsAKM3. The topic? “How to Integrate PR and Content...