Content Marketing

If you remember Ray Barbee , you’ll remember his mastery of the No Comply.

He was smart, creative, and had amazing style and flow. His skating made you forget what you were watching, a graceful, urban ballet.

Flash forward 20 years or so, and he’s still at it; skating, photography, music. This video/ad, for Leica Cameras, hits a content marketing home run. Granted, Ray Barbee isn’t a household name to the “Cleaver’s”, but GenX is well into their consumption years and the same kids that wore Vans and listened to Black Flag are driving Audi’s, running companies, and buying life insurance. They know him and what he’s about. And that’s the hook.

Modern consumers have developed an ambivalence, but often a deep resentment to being sold. Media is richer and more omnipresent than ever, as are ads.

The content marketing play, when done right, works well. It provides value and a home for a brand w/o jamming it down consumers’ throats. Remember when Pepsi did this? Yes, another well played hand on product placement.

There’s no single way to brand your product, sell widgets, etc, no matter what agencies are selling you.

If you know your pillars, your customers, and your goals, you can make a mark on the world. If you know Ray Barbee, you can get our attention all day long and make us forget we’re watching your ad.