Episode 2: I Just Need a Hammer


April 18, 2011 by Brody Dorland

Welcome to the 2nd episode of Content Marketing & Merlot, with your hosts, Brody Dorland and Jayme Thomason!

Episode 2: I Just Need a Hammer

Special thanks to Cellar & Loft for our wine of the month: Kiona 2004 Cabernet Merlot!

Content Marketing in the News

In this segment, we review several sections of Erin Kissane’s new book, The Elements of Content Strategy, available from A Book Apart. There a lot of great stuff in this book, including a general discussion of content strategy as a new and emerging discipline. This is not a “how-to” content marketing book, it’s a guide to the “what” and “why” of content marketing. In this episode, we discuss Erin’s creative illustration of a typical online search as a trip to the hardware store, the issue of too much content on the web and the notion of content strategists driving the user experience.

Featured Topic – Edge Shaving Gel “Anti-Irritation” Campaign

As our featured topic, we discuss the campaign that Edelman Digital created for Edge Shave Gel to help the brand stay top of mind and take a larger share of the shave gel market from its main competitor, Gillette. With a strong focus on “owning the position of irritation prevention”, Edelman came up with this “Anti-Irritation” campaign that centers around engaging with people online (mostly on Twitter) that are irritated with something. They latched on to the Twitter hashtag #soirritating and then do “random acts of kindness” depending on the irritation that has been thrown out. It’s been a great campaign for them and I think all of us should take note of how they created a campaign that truly speaks to Edge’s core value proposition and desired market position.

Interview with Kevin Magee of Expion

In this interview, we talk with Kevin Magee about some of the ins and outs of the Expion social media management and monitoring platform, some of the things he’s learned from brands like P&G, Wendy’s, Starbucks and Lowe’s, and he shows us how we can apply some of their successful strategies in our own content marketing and social engagment initiative.

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