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

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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      Go Big or Go Home in the Two-Way Conversation

        Even in the age of real-time customer service, where crucial contacts and tips are shelled out—en masse and by the second—across Facebook, Twitter, and 24/7 chat lines to resolve issues, it’s always a bit dazzling when the head honcho of a major brand reaches out to address a singular customer (and arguably, more so when

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        250-Word Stories Digestible in 15 Seconds? Believe It

          Bored by reading the newspaper because it just takes too long? Don’t have enough time to finish the latest Malcolm Gladwell novel, let alone stuff a sandwich down? Dying to boast to your friends that you read as deftly as a college professor? There’s an app for that. Rather, there is soon to be, courtesy

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          The Big Brand Error That Adweek Didn’t Cover

            In recent weeks, the biggest brand error didn’t come from JCPenney, in a #tweetingwithmittens redux, or from Jimmy Kimmel, with another dog-in-wolf’s-clothing publicity stunt. It came from energy giant Chevron—the brand that will go into the books as having proffered pizzas as apologies to residents of Bobtown, Pennsylvania for a fatal fracking explosion and 5-day

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            Content Marketing Academy

              Check out this infographic from our friends at the Content Marketing Academy Linkedin group, and be sure to pay them a visit or join an ongoing discussion.

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              UX is king

                Much is being made in the digital media world about the shift from product design to user experience design. This article from Fast Company does a great job of laying out some of the most essential ideas behind quality user experience design, including ideas like designing with a long-term vision in mind, and being focused on the

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