marketing articles

From Our Viewpoint – Content, Causes and Crack – 12.8.17 Edition

Happy Friday, Marketers! Welcome to our digest of marketing articles you can’t miss, the December 8, 2017, edition.

As you well know, there are far more articles about marketing, advertising and branding than we can consume. SMG wants to make the process of finding the articles that matter to you and your business easier. So, we are sharing three of our recent favorites, our take on the news, and why it matters to our clients — which is what you will find below. 

Content Marketing Article of the week from Forbes:

Content Marketing In 2018: Trends And Tools For Success

 If 89% of B2B marketers and 86% of B2C marketers are doing something, and you fit into one of those groups, and you’re not doing it, you’re probably missing out. That thing is content marketing, and it holds power to both attract and retain customers. Sounds good, right?

But here’s the thing: starting can be overwhelming. That’s why marketers, like the writer of this article and myself, are constantly looking for ways to make the process simpler for our clients and peers. In this article, Gary Henderson, founder of, pulls forward eight trends marketers should have on their mind as we creep towards 2018.

If you’re thinking of putting some of your 2018 budget towards content marketing, I highly recommend giving it a quick read.

Branding article of the week, from Stoltz Marketing Group:

Is There an Argument For Offending an Audience to Win the One You Want?

I’ll admit it, one of the first things I do in the morning after my alarm goes off, in the dark, while my wife, kids and pets snore away, is read the news on my phone. Healthy practice? Probably not, but I find it a great way to stay informed, and sometimes I find a gem. Today was one of those days.

At the top of my inbox was an article about Patagonia, one of my all-time favorite brands. It seems that last night, in response to a controversial decision by President Trump to reduce the size of two national monuments in Utah by nearly 2 million acres, Patagonia redesigned their homepage:

Politics aside, a brand like Patagonia taking a stand in this manner is a bold move. Whether you agree with Patagonia, the President, or fall somewhere in between, it’s easy to admit there’s something interesting happening. More and more, brands are doing what they think is right, taking a stance and risking offending one audience to appeal to the one they want.

Not-so-coincidentally, our CEO and Creative Director, Ward Duft, wrote about this very topic on our blog last week. Given this new story about Patagonia and this growing trend, I recommend you give it a look.

Advertising article of the week from MarketingDaily:

Liquid-Plumr Owns ‘The Crack’

 Generally, when planning an advertising campaign, brands should stay as far away from stereotypes as possible. However, on occasion, it makes sense to embrace them, own them and build campaigns around them. Especially if it’s going to entertain your audience.

As reported by Aaron Barr in Marketing Daily, Liquid Plumr has done just that. This week they launched a campaign that asks consumers to “embrace their inner plumber” by featuring a handful of new display ads and videos featuring people and their, well, cracks. After all, there’s a little plumber in all of us – when it comes to plumber’s crack. Great marketing? Great content? A little too far? You be the judge.