How to Market Your Aesthetic Practice to Millennials


Millennials are a generation that businesses have had difficulty understanding and pivoting toward. As we’ve entered a time of splintered media and diffuse information and communication, the work of a content marketing agency has become difficult to quantify from a monetary standpoint, but all the more critical from the view of your business. In the past, what needed to be done by a marketer was clear and straightforward (newspaper buys, radio ads, network television commercials, etc.). It has now become a complex game of both intention and distribution.

Your aesthetic practice falls into this same marketing dilemma. How you approach your core customer group (millennials) may define your success as a business; plain and simple. An aesthetic practice finds thornier marketing problems as well: tone and direction are key. What are you selling, exactly? Millennials look down on vanity, and purely appealing to them on the notion of physical beauty and modification (even if that overtly is the essential core of an aesthetic practice) may not go over well. This is true even with a generation so visually preoccupied due to the proliferation of their likeness online.

So what an aesthetic practice needs to market as a product is wellness. Not the idea of physical appearance as merely a superficial concept that your business can help with, but just one part of a full lifestyle regimen that includes staying in shape, eating right and reading well. Your outside appearance has its own health requirements, and to dismiss these would be naïve in its own right. Looking good and, more importantly, feeling confident in yourself and your appearance is something a good aesthetic practice can help with. And when you can be confident in your outward appearance, it’s a burden off your shoulders, freeing you up to worry about the depth of yourself as a person and the health of the relationships around you. Mind, body, and soul connected as one moving being: to dismiss body as superficial is to leave out an essential part of being human.

That’s your pitch and belief as an aesthetic beauty practice, and it’s your pitch because you believe it and because it is true. But how you get that message out to a public of millennials that will make up your customer base is as, if not more, important. You need content that doesn’t feel like content: messages that promote your ideals more than your literal services. You have to be active on each social media platform that your audience is on and ahead of the curve on new ones that are becoming critical to the millennial generation. Be subversive and non-sequitur in your approach to content: authenticity derives from the ability to make something both interesting and marketing based.

A good content marketing agency knows that a campaign targeted towards a millennial is based on a simple truth that they know they are being marketed toward: this is the generation born into corporate synergy. But they don’t mind as long as the product being offered can improve them as a person, especially in the blooming areas of wellness products. Your aesthetic practice can join this social integration and thrive, but tone and message are crucial.

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Content Marketing & Healthcare: A Prescription for Profit

Thanks to things such as the Affordable Healthcare Act provisions and HIPAA regulations, healthcare marketing can be challenging. However, reaching your audience through content marketing is both effective and cost efficient. According to Pew Research, 72% of those who used the Internet looked for medical information. Also, healthcare is the second most searched for service. With so many platforms that create opportunities for your healthcare organization to be found by those users, content marketing, when done right, can connect you with them. Here are some things that must be done for your content marketing efforts to translate into profit.

Tell Your Story

It doesn’t matter how large or small your organization is, whether it be a large hospital, small family practice, or medical device manufacturer, you must let your audience know your story and the purpose you serve. Talk about how your healthcare organization was founded, the values incorporated, and how you provide a solution for people seeking your specific line of service.

Get Personal

It is important that your healthcare organization does not seem like just another “cold” office in which patient volume and profits are the only things that matter. Content marketing is a way to show that your healthcare practice is comprised of people who care about the health and wellbeing of its patients. Think about your presence online. Are there videos and pictures of the doctors and staff? That is one of the best ways to make that emotional connection to current and potential patients.

For example, let us say that you are a pediatric doctor. Feature videos on your website and social platforms introducing the yourself and your staff and explain the high-quality care you  provide and how everyone is there to help children through both wellness and sickness.

Stay Newsworthy

One of the most vital things to remember about content marketing is to be relevant and offer value to users reading your content. The way to do that is to stay up-to-date on news pertaining to your specialty, offering professional commentary. Going back to our pediatric example, let’s say there is a new vaccine on the market for children. This is an opportunity to share that story, along with your professional opinion if the new vaccine is needed or not and why. Then invite parents to make an appointment with your office to discuss the new vaccine further with you. Establish yourself as a thought leader and expert in your field, and your users will turn to your social media platforms when they have a question about breaking news that relates to them.

Common Q&As

Conduct research internally to come up with a list of common questions your practices hears all the time, and make those answers available on your website. This will help you to produce content that is relevant and helpful to your users. Do not get too technical; stay general with your responses, welcoming those with more questions to schedule an appointment with your office. You can also take those general questions and break them down into social media posts to share with your audience. You never know which piece of advice can drive potential patients to make an appointment to learn more. Don’t just stop with blogs. You can turn those general questions into infographics, eBooks, and checklists.

Again, you are a pediatrician and want to help parents keep their child healthy during flu season. Write a piece of content entitled “5 Ways to Keep the Flu Away From Your Child,” and have a call to action at the end inviting them to make an appointment to get the flu shot for their child. You can then take that piece of content and create an infographic from it, offering another opportunity to spread your messaging.

Go Mobile or Go Home

eMarketer reports that in 2016, US adults spend an average of three hours a day on their mobile device. So, it is simple: you better be mobile friendly if you want content marketing to work. Google penalizes websites in organic search results that are not responsive. This means that Google prioritizes website who provide a user-friendly experience. And it isn’t enough for your site to be optimized for mobile. How your content will be seen on a smaller device versus a desktop computer? Patients are looking for information using their phones, so the less scrolling, the better. Also, be sure that your phone number and location are easily found for users.

All healthcare organizations will benefit from content marketing when it is done the right way. Need help? Then contact content marketing agency, The Contentinators®, at 866-471-4748, or contact us online.

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5 Ways to Market Your Office of Tourism on Social Media

Social media is allowing everyone, from the largest corporation to the everyday citizen, to present an online version of themselves. And your office of tourism should certainly not be missing out on this opportunity to use content marketing to your advantage and to reach out to the world with the vision of your tourism sector. But to be successful in marketing your tourism office and its ideas to the masses, it’s important to understand the terrain.

So, below are five things to remember to get your brand successfully out on the social media highway. This is not the end all and be all, of course, but with these five concepts in place, you’ll be well on your way to progressive content marketing.


There is nothing less likely to gain traction and inspire than a common and boring social media campaign. So many agencies, offices, and companies are looking to make their mark, which means that a unique approach is needed. And not only that, but those on social platforms have become so inured to online content, being able to stand out above the pack requires some creativity. Figure out something your community has as a beacon, and build around it online.

Don’t Overdo It

Frequency of posting is a very tricky thing. Being consistently present is critical, but being constantly there is a problem. One of the more common reasons a person may stop following your office’s feed is if they start feeling like it’s the only thing they ever see. Show a little restraint, and try to be circumspect about what is going into your posts.

Don’t be Afraid to be Weird

O.K., be a little afraid. Let’s not try to recreate Fear and Loathing in Las Vegas in a straightforward marketing operation, unless, maybe, your tourism office is in Las Vegas. But, in an age of irony and non sequitur humor, being a bit odd isn’t a bad thing. And let’s face it, some of the information you may be posting regarding your office might be a bit, well, informational (a nice way to say boring). Spice it up.

Know the Tone

Your office should be on every popular platform it can possibly be, but it’s key to understand the difference in tone each site utilizes and how to use it to your advantage. It’s also important to understand the limitations of each platform, and this is something that takes time, but all good things usually do.

Know Your Audience

As an office of tourism, your goals are to present a location in its best possible light, as well as inform those who may be coming to your city. Also, you want to entice those who may be considering a trip. Highlight local deals, provide insider tips to places off the beaten path, and give people an idea about the local seasons. In short, be an authentic authority of all things local and tourist.

As stated above, effective content marketing takes time. It is NOT an overnight operation. You have to build your office of tourism as an online brand, and once established, you will be able to feel out the more specific benefits being a well-known social media resource entails. And there are many. Need help? Call The Contentinators® at 866-471-4748.

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Tapping into the Power of LinkedIn to Grow Your Alumni Base

A university’s alumni base is one the greatest resources a school can tap into, and keeping up-to-date with that base is both a challenge and an asset in itself. As generations connected to all forms of social media continue to graduate, it will be essential to have a proper plan in place to stay in touch with these young technocrats. One way to do that effectively is through the power of content marketing, and particularly, LinkedIn. Alumni bases are networks, and tapping into them can help a university with everything from fundraising to future connections of your current crop of students.

One of the things that is challenging about keeping in contact with your alumni base online is the variety of social networks that graduates can spread out to. For that reason, using a social media platform with a solid and growing subscriber base can be crucial. LinkedIn’s University pages, a service that began in 2013, has access to 25,000 different universities worldwide and 300 million users. Odds are, a good chunk of your alumni base is found in those enormous numbers. University Pages offers your institution the ability to customize a homepage in order to put your institution’s priorities and principals forward facing in the digital world.

But education-based content marketing requires a unique and distinctive approach. Put simply, your alumni base is inured to so much online content that standing out from the pack is vital. Having a platform with engaging content and the ability to present your brand to a targeted base allow for highly specific approaches. However, why is it important for your alumni to stay in touch with your institution?How is your university hoping to stay relevant with alumni in a post-graduation world? What connections can you help facilitate? These are the questions an alumni base will have in mind, and your answers can be crafted and evolved on an assortment of social platforms.

Your online alumni groups allow for interaction and expansion of what is an inherently limited field of potential followers. In a sense, it’s of even more importance to have high-quality content when appealing to alumni: they not only have expectations of the university, but they are a reflection of the university itself. How your alumni base expresses itself online can be a direct reflection of how your university will be viewed by prospective students. To view them as collaborators is entirely fair. Your content should be shaped and guided by them, but also have the ability to lead them in new directions.

Content marketing, especially education-based, is best used when it is an ongoing interaction. Your university should be taking in information at similar rates as you are putting information out. A running dialogue enables the greatest opportunities for both sides, and by tapping into powerful platforms such as LinkedIn and their University Pages, you’ve enabled a whole new field of alumni to find and rediscover their school. Just getting onto the scene is crucial, but knowing your way around it is revelatory.

Using LinkedIn’s University Pages with energetic and vibrant content expands an alumni base by engaging them on a variety of levels. Alumni see LinkedIn as a resource for advancing professional careers, and by adding a dedicated page devoted to their school, and its connections, only helps. This symbiotic relationship can be enhanced on your LinkedIn University Page with available content services such as decision boards, field study explorers and university outcome rankings. Nimble and multifaceted in online response and interaction, no institution should let the opportunity pass to expand their alumni base with this emerging platform combined with insightfully marketed content.

For more information on our content marketing services for higher education, please call The Contentinators® at 866-471-4748, you can contact us online.

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Fill Those Stadium Seats with Content Marketing

As entertainment options become more numerous and fractured, filling the seats in your stadium becomes a more and more difficult proposition. Not only that, but with phenomenal improvements to the home-viewing experience (ultra-high definition televisions, real-time statistics on your phone, etc.), some fans are opting to watch the game from the comfort of their own home. So, in order to get a full house, sports franchises of all types are getting creative, and one of the techniques on the forefront is the use of content marketing.

Fans need engagement, and they need to feel as if they are part of a movement. Your marketing should push the idea they are missing not only a game, but an event. Social media is a fantastic way to push this point: by generating excitement online and connecting with fans on an individual level, you are building excitement. Not only that, but the enthusiasm online manifests itself in attendance, and it’s something that can be cultivated 24/7.

But the marketing approach to sporting events can go beyond simple fan interaction: by using an array of videos, stadium walk-through tours, and virtual game-day experiences, you can create content that will show off the magic that is a live sporting event and present that online. It’s an experience that should be targeted beyond just the game itself; create content that shows tailgates, parties, and views from luxury suites. Show the assortment of food, the pyrotechnics, and the goofy mascots. The content should highlight the differences between staying at home and being in the action at the stadium.
Social media builds a community of fans. And with this in mind, feel free to make your content marketing active and vibrant: light-hearted (but sharp, and self-aware) online competitions with rival team’s media departments are a great way to generate buzz. If you can, incorporate your team’s players and established online personas. And if you have ticket deals and sales, even close to game time, highlight them in every format: tweets, emails, and more traditional advertising.

Push at every angle.

In short and overall: be everywhere. Content marketing has a long list of applications, and you want your content team to be active before, during, and after the game. Beyond outreach, you also have the ability to take receive feedback. Things learned from the attendance of previous games (Was the parking easy? Do the hot dogs have flavor? Are you serving the beer your fans want?) can all be culled through online interaction, and all can be put in use on a future game. Content marketing thrives on momentum, and when applied properly, you’ll see that same energy roll through you stadium’s gates for every kickoff.

If your higher education institution needs help implementing a strategic content marketing plan to get the seats of your university filled, please call The Contentinators® at 866-471-4748, or you can contact us online.

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How to Reach Alumni Through the Power of Content Marketing

Between all the other responsibilities a university or college has to take care of, engaging with alumni can often be put on the back burner. In a study from 2010, eight out of 10 alumni felt that their alma mater did not deserve their donations because they did not feel that their school tried to connect with them, and they already paid enough to the school with their tuition. Yikes! The problem is, with busy alumni all over the world, how can you make them feel connected? The digital world now offers ample opportunity to create engaging content marketing strategies to encourage the allegiance alumni feel toward their alma mater.

Utilize Social Media

Millions use social media daily, and in Facebook’s case, over 1.5 billion do. This means there are great opportunities to get in touch with your thousands of alumni seeking to rebuild old connections and to network. LinkedIn is the perfect platform to connect, engage, and distribute information amongst your alumni network. Some schools are using it to share job postings that could be of interest to former students and share news about the exciting things their alumni are up to.

Quit Begging for Money

Think about when you receive a postcard or letter from your alma mater. Do you automatically assume they are asking for money? This is the case for thousands of alumni who, most likely, delete or throw away those emails and postcards before even opening them. The best response to this is for your school to generate engaging, personable content instead of constantly asking for money. Some ideas include posting pictures (maybe throw in some #ThrowbackThursday posts) around your campus to send your alumni down memory lane. Ask alumni what advice they would give to current freshman attending the school. Post about reunions and networking opportunities for alumni to attend. Share job openings or career advice to help further their careers. If you stop begging for money and instead do so sparingly, you may find that this will increase the amount of engagement you receive from your alumni community.

Create Relevant Blog Posts

Creating blogs about day-to-day happenings around the school isn’t going to cut it anymore when engaging alumni. Keep blog content relevant to this audience to help them stay engaged and entertained. Create blogs about ways for alumni to gain further experience in their respective fields or highlighting accomplishments of alumni in the community and their different fields. Remember that alumni ages range significantly, so speak to many ages by creating a variety of content that addresses their different lifestyles and interests. By creating relevant content, alumni will come to you in search of information regarding events and donation opportunities. Consider reaching out to alumni who have made big waves in their careers, and ask them to share some insights with current students or younger alumni.

Visuals, Infographics, & Video

Utilizing visual content is just as important as creating informative blog posts. Create and share videos, including sport highlights, alumni spotlights, and school accomplishments for shareable and engaging content. Infographics are great when presenting concise facts around a certain event or fundraiser. Photos of the campus and reunions will bring alumni back to the emotional connection they had with the school.

By engaging your alumni, the likelihood of them feeling emotionally connected will increase exponentially, also leading to increased donations and attendance at fundraising events. Establish a strong content marketing strategy to lead your alumni into remembering why their time at your university or college were some of the best years of their life.

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5 Ways User-Generated Content Works for Hotels

Since mobile has surpassed desktop as the preferred way to surf the web, you can bet that those looking to book a hotel for business or pleasure are doing so on their couch, taking their time deciding on which hotel deserves their consideration. With the popularity of social media, it presents opportunities for hotels to take advantage of everything people are posting. One of the most golden kinds of content is the user-generated kind. According to TripAdvisor’s 2015 TripBarometer report, 88% of those polls said online reviews were “very important” factor in deciding which hotel to stay at. Content marketing agency, The Contentinators™, explains how you can harness the power of user-generated content for your hotel.

Promote Your Social Media Channels: In almost all cases, user-generated content is found on social, so it goes without saying that you want people talking in your social channels so you can take advantage of it. Be sure you promote your social channels on your website through email blasts and any traditional marketing, like business cards and signs on your hotel’s property.

Use Hashtags: Your hotel needs to come up with its own unique hashtag, and add it to all social media posts so that users can add that hashtag to their own posts. A potential hotel guest can them look at all the photos users have posted for an even more in-depth look as to what your hotel offers. This is also a way for you to view all the photos and talk surrounding your hotel, and it also allows your hotel to engage with those users online.

Contests: Having contests online is a wonderful way to build excitement and engagement of your hotel. Have guests post pictures of themselves at your hotel for a free night’s stay, adding in the official rules that any photo submitted to the contest implies their consent for your hotel to use it for marketing purposes. And viola: a stockpile of user-generated content to use.

Reviews: As the stat above mentions, a review of a hotel plays an important role in why a guest may choose one hotel over another, and reviews are definitely another form of user-generated content.

Reviews can be found all over the Internet, such as TripAdvisor, Yelp, and even Facebook. Encourage your hotel guests to leave a review, keeping in mind that negative reviews will always happen. With these customer service complaints being made on such a large stage, guests can witness how a hotel management team handles those issues. That is why it’s important for your hotel to be transparent. Take, for instance, the General Manager at The Ritz-Carlton Orlando, Grande Lakes, Jon McGavin, and his response to a negative review:

Mr. McGavin responded quickly to the guest’s complaint, thanking them for their feedback. A potentially negative review can turn into a positive one by showing your hotel is transparent, helping potential guests learn the most about your hotel.

Monitor Social Media Mentions: When your guests mention your hotel on social media and are using hashtags, you can monitor mentions, likes, tweets, and photos through a social listening tool, like Hootsuite. If the official hotel hashtag isn’t used, you can still monitor every mention to capture all user-generated content surrounding your hotel.

People are talking about your hotel online. And if a hotel is not taking full advantage of user-generated content, a huge opportunity is being missed. User-generated content helps hotels to build trust, transparency, and loyalty to your hotel. If you feel your hotel needs help using user-generated content to its full advantage, give our content marketing agency a call at 866-471-4748, or contact us online.

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Guest Education Through Content Marketing is the Key to Filling Hotel Rooms

Filling a hotel is a nightly competition that puts the amenities and customer service your location has to offer to a full test. But the rooms are not filled retroactively, of course, and although many guests can often be counted on to return to a well-maintained property, one of the biggest factors to a full house is getting the fantastic details of your hotel out to the public, and, crucially, getting those details out in a fun and engaging way will reach potential guests. This is where the magic of content marketing can used in hitting nightly room quotas.

A hotel’s biggest enemy can be the mystery of what lays within. Guests want to be secure in what they’ve booked and confident in what they’ll find when they get there. So, the difference between booking Hotel A or Hotel B can often simply boil down to knowledge. In that regard, there’s no more interactive and informative way to pass on understanding of your property than through sophisticated and detailed content marketing.

Here are three quick tips that can enhance every level of guest education:

Be detailed: Good content marketing allows for a high level of detail, especially with physical destinations. And guests are looking for a place that can go beyond the norm in terms of information; there is no limit and no overload when it comes to having factual familiarity with a place you intend to put your family for a night. What brand of pillows are you using? What channels do your televisions get? What shampoo do you have on hand? These may seem like small things, but why not answer them?

Be vivid: Speaking of ability, modern social media means you have the chance to show off a property in a wide spectrum of ways: walk-thru videos, high-resolution pictures, detailed resort layouts; make them all available and make them stand-out. This can extend beyond the hotel itself: consider presenting local landmarks through the specific lens of your location and brand. Crafting an image is vital, but when guests know exactly what they are getting, they are more likely to press book.

Be confident: And while information and detail are crucial, presence, conviction, and allure have equal roles to play. You are a destination that needs to seen; your online image and representation should reflect that. The odds are that these pieces of content are the first time your prospective guest will absorb your brand, so make them count.

A good strategy involves not only having a visible online presence, but having a personality, one that both matches the attitude of your hotel and, in theory, that of your guest. Look for bold placements and clear descriptions, a brand that supports a physical location and empowers it. With solid content marketing on your side, you can set the atmosphere and be assured that your outfacing public image is matching the standards of the interior of your hotel. When these two things come together, full room counts follow.

If you need help with your online marketing efforts, contact content marketing agency, The Contentinators™, today. You can call us at 866-471-4748, or contact us online.

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How to Tell Your Hotel’s Story Through Content Marketing

Working in the hospitality industry is all about providing your guests with unique experiences that will make them come back for another stay. Your guests are your priority, and your customer service standards need to be high to make them feel special and valued. If you know this and apply it on a daily basis, then why is your content not telling the same story? Or even better, why are you not taking full advantage of content marketing to continue to pamper and fulfill your clients’ needs year round?

In such a competitive and oversaturated industry, such as hospitality, establishing a competitive advantage and showcasing your unique value proposition through content marketing is becoming almost mandatory to any hotel that wants to succeed. A well-planned content marketing strategy has the power to attract and retain your desired target guests. And isn’t that the main objective of the General Manager or the Marketing/Sales department at your hotel? While we tend to think of content marketing as a blog or an eBook, content marketing is more than just that. It could be a newsletter, an infographic, a video, or even a picture. The format you distribute it through will vary depending on your audience and your goals, but, in the end, the ultimate purpose of content marketing is to get into the minds of your customers to become their first choice when choosing their next destination.

Here are some tips you can apply toward your content strategy to help tell your hotel’s story like never before:

  • Become Their Personal Concierge: Providing tips and recommendations to your guests so that they can enjoy their stay is something that you should do on a daily basis, and it’s a principle that applies to content marketing, as well. As a hotel, creating content that will help your guests find the best restaurants, shopping areas, and attractions in the area is a strategy that provides your guests value. By sharing with your current and potential guests these pieces of information, it will create a connection to your guests and a reason to keep them coming back. This factor can be the difference in choosing between your hotel and the one that is right across the street.
  • Give Them More Than Just a Bed to Sleep On: Going beyond guest expectations is something you need to keep in mind every day in the hospitality industry. For example, let’s say that your hotel has a spa on its property. Instead of focusing on just featuring the quality of the products used in treatments, why not start created a content hub about healthy living, beauty care, and healthy eating? If your hotel is pet-friendly, why not take your content to the next level by creating a section that provides tips on traveling with your pets or pet-friendly places nearby that allow you to take your dog? By doing this, your current and potential guests will always keep your hotel on the top of their minds so when they need a place to stay, they won’t hesitate for a minute.
  • Take Your Guests On a Journey: Videos are one of the best ways to tell your story visually. Showcase all the unique elements of your property through a collection of videos or pictures that you can use throughout your social media, newsletters, or that live in your website. By showing your hotel’s high points, from the exterior to the guest rooms, it can make videos a great tool in generating engagement and to take your guests on a journey to experience what it could be like to be at your hotel.

These are just some ways to tell your hotel’s story. Here are the stories of two hotels that are already using the power of content marketing to create unique experiences for their guests:

  • Marriott: Besides being actively engaged on a daily basis with their audience on social media, the popular hotel chain, Marriott, successfully generates content to connect with their guests in the form of newsletters, blogs, videos, and magazines. Their online content hub, Marriott Traveler, provides tips on what to do in each of the cities where they have a hotel. Video creation is another content marketing tool that Marriott implements. Their short film, “Two Bellmen,” was created with the intention of entertaining while also communicating to their audience the high standards in customer service that they employ. With over five million views on Youtube, this video is an excellent sample of how content marketing can help tell your hotel’s story in a unique way.
  • Kimpton’s Hotels: The objective of this website is to connect the dots between the overwhelming number of places where people can find information about their next destination and compile it under one place: their website. After learning about their guest’s psychographic behavior, buying behavior, and lifestyle, they are able to start creating valuable content to nurture and retain their target demographic. In their blogs, you can find content that covers a wide variety of topics, from places to visit nearby their locations to top five tips for a happier travel.  

Your content marketing needs to tell your hotel’s story and your brand’s story. Remember that your content should not be just another sales pitch.

Before we finish, we would like to provide the answer to the million dollar question that any GM would probably wonder at this time: “So, what’s in it for me?” With content marketing, true benefits come over time. A well-done piece of content is just the beginning of a solid relationship with your current and potential guests. Analyzing your content campaigns and your overall  digital marketing strategy is what will determine what’s working and what’s not in terms of revenue. If you are ready to use the power of content to attract your target guests and influence them to book a stay, and retain them as repeat guests, drop us a line today!

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From Our Twitter Feed

Episode 6: Bad Content Rising

It had all come to him in a dream, which is clichéd, but that fact pushed him to try and execute the concept even more so: Doctor Deceptor was a great fan of clichés. This wasn’t his first evil scheme, and he doubted it would be his last, but deep down he had a feeling that this one stood a larger than usual chance of finally destroying those dreaded Contentinators®. The Doctor sat on the darkened roof of his evil headquarters and envisioned a world in a spiral of miserable advertising and clueless application; content marketing in disarray. Ah yes….that was a pleasant dream.

Doctor Deceptor was raised with the beliefs of a truly traditional Ad Man: his father, Mr. Deceptor, owned a newspaper factory downtown and viewed media as a singular enterprise, one that never would or never could be changed. But, of course, it did, and elder Deceptor could not adapt. His son, once the great hope of a future filled with bland confusing advertising, grew bitter right alongside him. He was turned down by all the best business and marketing colleges, and, eventually, was only offered a scholarship by Spam U.

School bored him; everything bored him, except content chaos. He started small: college flyers for concerts that he’d manipulate with inaccurate details, calling local radio stations with fake traffic reports, paying pilots to fly banners along beaches for events that didn’t exist. He wasn’t actually a doctor, but found if he called himself one often enough, people eventually started to do the same: it was an early view into personal viral social marketing.  A personal evil content marketing agency was slowly being born.

After failing to graduate, Deceptor was still somewhat hopeful for a world where he could excel and be paid for creating advertising that was intrusive and always untrue, so he applied to as many low-fi content marketing agencies as he could, but was turned down by them all. Even they told him he needed to funnel his odd creativity for the good of the consumer, to be that mystical link that brought together the hard working company and the people that needed hard work.

He quit his job search quickly and found something that suited him much better: professional villainy. He found minions, legions of them, on Internet forums and through direct mailers (those flyers he still very much appreciated, aesthetically), and began the work of making the world of content as confusing as possible, which is, after, his life’s work.

It was going fantastically: it turned out that the proliferation of social media just allowed more arenas for Deceptor Marketing to inject chaos and confusion. He and his minions thrived. Everything began to look bleak for the future of content marketing. The world of turmoil suited his being.

Then, one day, the Contentinators arrived.

Tonight, sitting on top of the roof of this new Deceptor Marketing HQ, after those very superheroes found and dismantled his Dockside hive, the thought of them made him shudder. Why were they so intent on clarity? Why did they feel the need to help their clients get a return on value, to create SEO capabilities that actually worked?

It started with that Captain of theirs….but they were all good. A well-oiled superhero content marketing creation machine. He had to admit.

Doctor Deceptor sighed, letting the night air settle in around him to cool his nerves a bit. In the alley, he could see the silhouettes of some of his minions walking around distractedly, without purpose. Captain Content had thwarted him at every turn, but, this time, would be different. The Contentinators had managed to get ahead of every devious plan he’d launched into the content of the social media world, but his new idea bypassed content and went straight to the physical source that 64% of adults used to get their information and content: their smart phones. If Doctor Deceptor could control the phones, he could control the discourse, and with that, the content.

Online creative content marketing may once again be doomed, just as his father’s newspaper plant had been.

He began cackling, and from the roof, in that moment of joy, he began throwing direct-mailers to the ground below, a confusing confetti. This time would be different! Content marketing agencies would be on the run! But then overhead, loud enough for the “Doctor” to hear, but quiet nonetheless, the distinctive sound of a fluttering cape zoomed by. He saw red and blue colors, backlit in a dark sky against a half-moon, passing over Deceptor Marketing without even pausing.

Could he know the plan already? Were his personal search engines that optimized? There was only one way for Doctor Deceptor to find out, and he was looking forward to it.