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Pace Communications is one of the largest and most successful agencies of its type in the world. Our people are recognized as leaders in the field and our account list includes some of the North America’s most successful brands – including Four Seasons Hotels and Resorts, American Cancer Society, Southwest Airlines, USAirways, Verizon Wireless, Wells Fargo and Walmart.
Like many agencies, we find ourselves very capable of telling stories for our clients – and less than voluble or articulate in talking about ourselves.
It’s a trait that served us pretty well for a number of years but, as we advise our clients: “You have to constantly engage with your customers and potential customers.”
Download and read through our own personal tips to help you devise effective custom content.
What exactly does a “content agency” do anyway, and how does it relate to the thousands of other agencies, teams, and functions that make up the digital marketing mix of our typical client?
At Pace we craft remarkable branded content and unique owned media properties, and feed those into our clients’ marketing and communications efforts through what I’ll call the content engine.
It would be foolish to discuss storytelling in the 21st century without giving a nod to Facebook, the social media juggernaut that, with its status updates, notes, wall posts, “likes,” etc., has changed the way we communicate and turned the stuff of our daily lives into bite-sized stories. To demonstrate, I’ll share a few choice yarns from my newsfeed today:
“Can’t stop moving: could be the 44 oz Diet Coke, or it could be I’m 30 minutes away from flying to Austin for ACL.”
“Every time I work out my toes go numb, it’s time for some new running shoes, any good suggestions?”
“Some people just eat chocolate pie for breakfast.”
Have you recently asked yourself the question: which is better, sticking with a mobile-optimized site or building a mobile app? Mobile applications are nothing new, so don’t worry — you’re not the only one weighing the pros and cons of keeping only the mobile website you already have or creating a branded app in addition to your mobile web presence.
The sensible answer tends to be that it depends on the client’s needs and target consumer along with the content and overall mobile strategy.
Reading Love is a Mix Tape by Rob Sheffield* made me think that the mix tape is one of the greatest and overlooked examples of a content program of all time. Like Sheffield and many people, the soundtrack to my life is filled with the sounds of musicians and bands across a variety of genres and eras. Moments, friendships, love lost and love found were marked by a compilation I stitched together. They were created for road trips, Sunday afternoons, best friends, and job searches. Once I made a mix for a new coworker who thought I was hitting on her … awkward in so many ways.
I had the nice—but strange—realization last week that I have a skill I didn’t know I had.
I can speak stock market.
Most of the editors I know joke about their lack of skill with understanding numbers or even doing simple arithmetic without a calculator. “We’re word people” is a typical comment.
Internet users are experiencing online video in an exciting new way—and I don’t mean increased episode offerings on Hulu. A growing number of companies are using online video to enhance brand conversations and inform consumers about their products and services in an entertaining way.
As travel editor for Southwest Airlines Spirit magazine, I’ve had the opportunity to visit some pretty cool cities. The best part? Now that we’re adding video along with our adventures, I have the chance to show readers what’s fun to do in destinations instead of just telling them. Talk about interactivity! Video brings the locations to life even more than words on a page.