Avoid Predictions and Analyze the Possibilities of the Future [The Weekly Wrap]

Editor’s notice: Sometimes you could break the guidelines. We’re publishing The Weekly Wrap a day early to make room for a well timed (and associated) submit from Robert Rose. Read and pay attention now. Then test again tomorrow.

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And that’s a wrap of the week ending Feb. 28, 2020

This week I’m questioning about tales from the future. I take a look at Ad Age’s content material advertising awards – and discover them to be aged advertisements. I discuss with pattern hunter and innovation knowledgeable Jeremy Gutsche a few methodology for seeing into the future. And I share a number of articles about future-proofing your content material advertising technique.

Listen to the Weekly Wrap

Our theme this week is the future – it’s the place you’ll spend the relaxation of your life.

Let’s wrap it up.

One deep thought: Back to the alternate futures (three:18)

We all need to predict the future. The capacity to take action will increase the odds that what we’re doing at present will succeed. I’d argue that the majority of what we’re doing in any planning train is an try to predict what’s coming. We learn analysis, deploy know-how, rent analysts, interact consultants, maintain retreats, and attend conferences to attempt to see round the corners of the future.

The problem comes, nonetheless, once we attempt to calculate the chance of a future as an alternative of understanding the selection of potentialities in entrance of us. We need the finest final result, so we use all the sources we’ve gathered to decide on the clearest, shortest path to our vacation spot. The drawback is that the predicted path is commonly rigid – and normally mistaken.

I recommend a greater means – one which includes analyzing tendencies to extract all the potentialities and then addressing the selection of futures that will come from these potentialities. Still with me? Listen in for examples of this method.

Analyze tendencies to extract the potentialities to plan the future, says @Robert_Rose through @cmicontent. #WeeklyWrap Click To Tweet

A recent tackle content material advertising (?) awards (9:42)

This week Ad Age introduced the Ad Age A-List and Creativity Award finalists.

Right at the high of the creativity award classes is content material advertising of the 12 months with three finalists:

  • HBO, “#forthethrone,” by Droga5
  • Sandy Hook Promise, “Back to School Essentials,” by BBDO New York
  • Skittles, “Advertising Ruins Everything,” by DDB Chicago and SMUGGLER

This set of nominees despatched me off on a bit of a rant. It has nothing to do with the high quality of the work ­– all these inventive efforts have been unbelievable. It’s that they don’t seem to be content material advertising as we outline it. (Ad Age does have classes that higher match these examples.)

.@AdAge’s #contentmarketing winners are NOT content material advertising, says @Robert_Rose through @cmicontent. #WeeklyWrap Click To Tweet

Take a take a look at Ad Age’s description of the content material advertising class:

This class acknowledges inventive makes use of of storytelling on any quantity of platforms – similar to long-form movies, branded content material and native promoting on publishing websites. While at present, many would contemplate conventional advertisements like spots or print advertisements to be ‘content,’ work that may win on this class represents the kind of storytelling you wouldn’t look forward to finding inside a standard advert purchase.

I discuss why this class offers content material advertising quick shrift, why a transparent definition of content material advertising issues, and some unbelievable examples from manufacturers (and their businesses) that get it.


This week’s particular person making a distinction in content material: Jeremy Gutsche (17:41)

My visitor this week is pattern hunter Jeremy Gutsche, whom I’ve been a fan of for years. Jeremy is a New York Times best-selling writer, award-winning innovation knowledgeable, a keynote speaker, and CEO of Trend Hunter – a pattern web site and innovation consultancy with over three billion views and greater than 10,000 innovation initiatives. His staff is relied on by 700 manufacturers, billionaires, and CEOs to foretell and create the future, together with Google, Sony, Disney, Starbucks, Coca-Cola, IBM, and Adidas. He’s even helped NASA prototype the Journey to Mars.

Jeremy and I had a terrific dialog about pattern searching and seeing round corners into the future. Here’s a glimpse of one of the tendencies Jeremy’s maintaining a tally of:

You can now as a giant firm enter nearly any market. No one thought Amazon was going to turn into a grocery retailer ­– and then they simply did. The traces are blurring … There are all types of plug-and-play providers that occur at the next degree, the place complete corporations can transfer into fully completely different industries with little expertise.

All types of plug-and-play providers permit corporations to maneuver into completely different industries with little expertise, says @jeremygutsche through @cmicontent. #WeeklyWrap Click To Tweet

Listen in to our dialog, then study extra about Jeremy’s work:

One content material advertising concept you need to use (31:27)

And in the theme of this week, this concept is about the future and from the previous. It’s not only one submit. It’s an entire concern of Chief Content Officer from April final 12 months. It’s simply so good I hope you’ll take a look at it once more. The concern will problem your assumptions about change — and immediate you to think about whether or not the modifications you make at present will future-proof what you are promoting or set you up for future shock. Here are only a few of the juicy articles (about true content material advertising):

Love for our sponsor: Kapost

So let me inform you a narrative … Once upon a time, clients wished content material. So, advertising produced it.

As new methods to achieve clients emerged, entrepreneurs saved creating extra and extra content material. They additionally began rising their groups and including know-how to assist drive engagement.

But in all the pleasure, we forgot why we began making content material in the first place: for our clients. We knew the messages we labored so arduous to construct have been getting misplaced in the chaos, however we didn’t know one other means.

Finally our buyer stated, “Enough! You’re confusing me!”

With that, Kapost was born. Kapost unites income groups to talk in a single voice throughout the total buyer journey.

Learn extra at http://cmi.media/kapost.

The wrap-up

Join me subsequent week for one considered the previous, current, and future (it’ll be intense), one daring prediction (versus italicized information merchandise) that may assist you to acquire 2020 imaginative and prescient, and one content material advertising tip that may assist you to turn into a prophet middle. And it’ll all be delivered in rather less time than it takes a Whopper to get moldy.

If you’ve gotten concepts for what you’d like to listen to extra of on our weekly play on phrases, tell us in the feedback. And in case you love the present, we’d positive love so that you can evaluate it or share it. Hashtag us up on Twitter: #WeeklyWrap.

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Cover picture by Joseph Kalinowski/Content Marketing Institute

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