We believe that the cornerstone of traditional marketing—the idea of making people want stuff—has become increasingly irrelevant. So where does that leave a marketing services firm? Well, the mainstay of our work is just the opposite: make stuff that people want. Consumers today are information-seekers. They're platform agnostic and want tailored information that tells a story bigger than what's being sold. The most successful marketing today responds in kind by providing valuable, entertaining and shareable content—material that educates, fosters intimacy, lays off the hard sell and never interrupts. While many marketers have simply changed where they perform their work—digital and social instead of print and television—we think beyond the medium, focusing on how we can build a relationship prior to purchase, communicate both value and values and shape opinions across entire sectors. That's how we define content marketing. It’s not for everybody, but we think we’re pretty good at it.

Onward

The Captains Blog

Substantive Content: Responses over comments

    The comments section of any blog or online magazine is a great place to share perspectives or reactions to an author’s content. But too often, I find comments sections either overpopulated with drivel, covered in spam, or totally unengaging. Comments were once a great measure of a piece of substantive content’s success or popularity; now

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    Deepwater Wind VS. Cape Wind: The Power of Wind Company Branding

      Cape Wind has been stalled for years and recently lost its contracts with utilities, a potential end to their dream of being (as their site currently claims) “America’s first offshore wind farm.” Deepwater Wind, however, recently got a green light on a major financing deal and will begin construction in 2015. Deepwater will in fact

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      Content Marketing Tips for Clean Energy Marketing Segmentation Campaigns

        Big data-fueled market segmentation is by no means new marketing strategy, but it is increasingly being exploited in sectors beyond consumer goods (e.g. clean energy marketing) to serve up targeted messages and content to niche audiences. Despite this positive shift towards brands providing more than coupons and product ads to consumers, the majority of segmentation

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        Delivering Content Through Enchanted Objects

          When we (or anyone in the space) talks about content marketing or delivering content to your audience, there’s an implicit assumption that the vast majority of that content will be served up and consumed on a screen—PC, laptop, tablet, phone. But what about via the Internet of Things? Okay, you say. I’ve heard of this

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          The Beauty of a Simple Idea

            We’ve all seen Super Bowl commercials with amazing productions that cost millions to make. The actors, set design, props, locations, and a thousand other things can get very expensive very fast, but many big name marketers have forked over that money in the hopes that their spot will break through the clutter and interrupt their

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            Redefining Instructional Design Through Typography

              In today’s branding circles, there are the image geeks and the type geeks—the latter of whom frequently extol the virtuous presence of a perfectly crisp finial or manual kerning. For an increasingly visual reader demographic, typography can speak louder than the words it treats to convey the more elusive essentialities of a brand—personality, tone, age.

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