NOTES
Introduction
1. Stanley Bing, “The New ABCs of Business,” WSJ.com, April 11, 2014, www.wsj.com/articles/the-new-abcs-of-business-1397255723.
2. “Digital Marketing: The What, Who, How and Why of Digital Marketing,” eLink.io, September 19, 2017, https://blog.elink.io/digital-marketing/.
3. “Content Marketing Statistics and Trends—2017,” point visible.com, www.pointvisible.com/blog/content-marketing-statistics-and-trends-2017/.
4. Laila Cabo, “Make Me Cry: The Story Behind Wrigley Gum & Haley Reinhart's Unforgettable ‘Sarah & Juan’ Ad,” Billboard.com, October 21, 2015, www.billboard.com/articles/videos/popular/6737465/wrigley-gum-haley-reinhart-cant-help-falling-in-love.
5. Jacqueline Howard, “Americans Devote More than 10 Hours a Day to Screen Time, and Growing,” CNN.com, July 29, 2016, www.cnn.com/2016/06/30/health/americans-screen-time-nielsen/index.html.
6. “Bring Your Challenges,” Prudential.com, http://corporate.prudential.com/bringyourchallenges/index.html (accessed November 27, 2017).
Chapter 1
1. “2018 B2C Content Marketing Benchmarks, Budgets, and Trends—North America,” Slideshare.net, December 5, 2017, www.slideshare.net/CMI/2018-b2c-content-marketing-benchmarks-budgets-and-trends-north-america-83409149.
2. “Digital Marketing.”
3. Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action (Penguin, 2011).
Chapter 2
1. “Mean,” Wikipedia.org, https://en.wikipedia.org/w/index.php?title=Mean&oldid=826604536 (accessed February 21, 2018).
2. Kevin Lund, “Markets Are Random, Your Portfolio Shouldn't Be,” tickertape.tdameritrade.com, October 1, 2010, https://tickertape.tdameritrade.com/thinkmoney/2010/10/random-markets-portfolios-76061.
3. Seth Godin, “The Pleasure/Happiness Gap,” Seth's Blog, October 2017, http://sethgodin.typepad.com/seths_blog/2017/10/the-pleasurehappiness-gap.html.
4. “Progress Is Everyone's Business,” GoldmanSachs.com, December 28, 2017, www.goldmansachs.com/who-we-are/progress/index.html.
5. Eileen Sutton and Kevin Lund, “Why Your Brand Should Speak Human,” ContentMarketingInstitute.com, November 2, 2014, http://contentmarketinginstitute.com/2014/11/why-brand-speak-human/.
6. David Vinjamuri, “Chipotle Scarecrow Makes Enemies to Win Customers,” The Huffington Post, September 12, 2013, www.huffingtonpost.com/2013/09/12/chipotle-scarecrow_n_3914281.html.
7. “Top Social Media Campaigns from FMCG Companies: How Ariel's #ShareTheLoad Inspired Millions,” Talkwalker. com, April 1, 2016, www.talkwalker.com/blog/top-social-media-campaigns-from-fmcg-companies-how-arielssharetheload-inspired-millions.
Chapter 4
1. “2018 B2C Content Marketing Benchmarks, Budgets, and Trends—North America.” Slideshare.net,. December 5, 2017, www.slideshare.net/CMI/2018-b2c-content-marketing-benchmarks-budgets-and-trends-north-america-83409149.
2. Clare McDermott, “LEGO Shares Building Blocks for Social Media Content Fans Love,” ContentMarketingInstitute.com, August 11, 2016, http://contentmarketinginstitute.com/2016/08/lego-social-media-content/.
3. Joe Pulizzi, “Build a Brand Content Empire: What You Can Learn from LEGO,” ContentMarketingInstitute.com, June 22, 2013, http://contentmarketinginstitute.com/2013/06/build-brand-content-empire-learn-from-lego/.
4. Ibid.
Chapter 5
1. Kevin Lund, “Three Ways to Screw Up a Good Article,” ContentMarketingInstitute.com, July 19, 2010, http://contentmarketinginstitute.com/2010/07/three-ways-to-screw-up-a-good-article/.
2. Mike Norton, The “Smell Like a Man, Man” Campaign, PG.com, 2010, www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf.
3. “Case Study: Old Spice Response Campaign,” Dandad.org, February 2010, www.dandad.org/en/d-ad-old-spice-case-study-insights/.
4. Norton, The “Smell Like a Man.”
5. “Oreo's Super Bowl Tweet: ‘You Can Still Dunk in the Dark,’” The Huffington Post, February 4, 2013, www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html.
6. Jennifer Rooney, “Behind the Scenes of Oreo's Real-Time Super Bowl Slam Dunk,” Forbes.com, February 4, 2013, www.forbes.com/sites/jenniferrooney/2013/02/04/behind-the-scenes-of-oreos-real-time-super-bowl-slam-dunk/#2abe96f92e66.
Chapter 6
1. “The Power Is in Our Hands to #SpeakBeautiful and Change the Conversation in Social Media,” Multivu.com, November 19, 2015, www.multivu.com/players/English/7447351-dove-twitter-speak-beautiful/.
2. Nina Badahur, “Dove and Twitter Launch #SpeakBeautiful to Change the Way We Talk About Beauty Online,” The Huffington Post, February 19, 2015, www.huffingtonpost.com/2015/02/19/speakbeautiful-dove-social-media_n_6713960.html.
3. “Dove and Twitter #SpeakBeautiful,” ShortyAwards.com, n.d., http://shortyawards.com/8th/dove-and-twitter-speakbeautiful-2.
4. Kevin McSpadden, “You Now Have a Shorter Attention Span Than a Goldfish,” Time.com, May 14, 2015, http://time.com/3858309/attention-spans-goldfish/.
5. Brent Chudoba, “How Much Time Are Respondents Willing to Spend on Your Survey?” SurveyMonkey.com, www.surveymonkey.com/curiosity/survey_completion_times/ (accessed March 22, 2018).
6. Ibid.
7. Chunka Mui. “Five Dangerous Lessons to Learn From Steve Jobs,” Forbes.com, October 17, 2011, www.forbes.com/sites/chunkamui/2011/10/17/five-dangerous-lessons-to-learn-from-steve-jobs/#44e374103a95.
Chapter 7
1. “David Ogilvy's 7 Steps for Writing Copy that Sells,” Kissmetrics blog, https://blog.kissmetrics.com/david-ogilvy/ (accessed April 30, 2018).
2. Carl Friesen, “The 5 Types of Content that Grab Attention for the Best Content Marketing,” ContentMarketingInstitute.com, December 12, 2011, http://contentmarketinginstitute.com/2015/05/content-writing-tools-tips/.
3. Rebecca Cullers, “Millions Are Thankful for This Feel-Good Bank Ad and Its Overly Generous ATMs,” Adweek.com, August 24, 2014, www.adweek.com/creativity/millions-are-thankful-feel-good-bank-ad-and-its-overly-generous-atms-159275/.
4. Trâm Lê, “Case Study: Reward Customers Like TD Bank + Bonus: Reward Effective Ways,” ThinkMarcus.com, May 30, 2016.
5. “Starbucks in Hot Water After Asking Irish Tweeters if They're Proud to be British,” The Guardian, June 5, 2012, www.theguardian.com/business/2012/jun/05starbucks-british-tweet-irks-irish-followers
6. Herbert Ross, dir., Play it Again, Sam (New York: Paramount Pictures, 1972).
7. Austin Carr. “The Inside Story of Starbucks's Race Together Campaign, No Foam” FastCompany.com, June 15, 2015, www.fastcompany.com/3046890/the-inside-story-of-starbuckss-race-together-campaign-no-foam.
8. “Starbucks Makes Jubilee Gaffe in Ireland,” UPI.com, June 7, 2012, www.upi.com/Starbucks-makes-Jubilee-gaffe-in-Ireland/74731339042941/.
Chapter 8
1. Jodi Harris, “Simple Tips for Sleuthing Your Site Performance Using Google Analytics,” ContentMarketingInstitute.com, February 19, 2017, http://contentmarketinginstitute.com/2017/02/performance-google-analytics/.
Chapter 9
1. “10 Stats that Show Why User-Generated Content Works,” DNMNews.com, October 16, 2015, www.dmnews.com/content-marketing/10-stats-that-show-why-user-generated-content-works/article/444872/.
2. Stephanie Wharton, “Many Marketers Plan to Up Their Investment in Influencer Marketing,” eMarketer.com, March 2, 2018, www.emarketer.com/content/marketers-put-their-trust-in-social-media-influencers.
3. Ibid.
4. Walter Isaacson, Steve Jobs: A Biography (2011), p. 66.
5. R.S. Jones, “Comparing Apples and Oranges,” Interface Magazine, July 1976.
6. James A. Martin. “7 Content Marketing Trends for 2018,” CMSWire.com,| December 13, 2017, www.cmswire.com/content-strategy/7-content-marketing-trends-for-2018/.
7. James A. Martin, “7 Content Marketing Trends for 2018,” CMW WiRE, December 13, 2017, www.cmswire.com/content-strategy/7-content-marketing-trends-for-2018/.
8. Alan NeSmith, “Competitive BBQ Is Heating Up with Peach Paper,” OrenInternational.com, July 19, 2017, www..oren-intl.com/blog/competitive-bbq-is-heating-up-with-peach-paper.
9. The Bare Bones of BBQ: 4 BBQ Experts Reveal Their Secrets for Using Pink Butcher Paper, Oren International (Pensacola, Fla.), https://cdn2.hubspot.net/hubfs/166086/PinkButcherPaper_Layout_Final_PDF.pdf?t=1518702063632 (accessed April 30, 2018).
10. Jess Pryles, “What Is Peach Paper? A BBQ Trend Explained,” JessPryles.com, http://jesspryles.com/what-is-peach-paper-a-bbq-trend-explained/ (accessed March 23, 2018).
11. “Inbound Marketing Ties Blogging to the Bottom Line,” SproutContent.com, www.sproutcontent.com/case-study/oren-intl-2 (accessed March 23, 2018).
12. “Carter Got His Wendy's Nuggs and a Twitter World Record,” FastCompany.com, May 9, 2017, www.fastcompany.com/40419538/carter-got-his-wendys-nuggs-and-a-twitter-world-record.
13. Harald Merckel, “3 Tips for Creating a Social Strategy Fueled by User-Generated Content: Not Only Is UGC Much Cheaper to Implement, but it Is Also Much More Effective,” Adweek.com, February 22, 2017, www.adweek.com/digital/harald-merckel-guest-post-user-generated-content/.
Chapter 10
1. Drew Neisser, “Why Marriott Is a Content Marketing Mecca,” AdWeek.com, March 22, 2017, http://adage.com/article/cmo-strategy/marriott-a-content-marketing-mecca/308365/.
2. “The Red Bulletin,” Wikipedia, https://en.wikipedia.org/wiki/The_Red_Bulletin (accessed March 27, 2018).
3. “Market Share of Leading Energy Drink Brands in the United States in 2017, Based on Dollar Sales,” Staticia.com, www.statista.com/statistics/306864/market-share-of-leading-energy-drink-brands-in-the-us-based-on-case-volume-sales/