Problem: Content Blindness, Solution: Native Content Marketing

Problem: Content Blindness, Solution: Native Content Marketing

A new wave of digital marketing strategy has emerged on the horizon and it is proving its efficiency — native content marketing production. Consumers are humans and not targets; they need to rationalize the information source to validate the content. Therefore, content produced by local experts of the targeted area may help content to be validated and contextualized in multiple levels of association. Native advertising might be on the verge of a strategy adaptation.

Native advertising by definition is “High-quality content that fits seamlessly into the natural experience of any platform. It’s native to the environment that it appears on, not forced or disruptive.”

According to the definition aforementioned, two mistakes have been made by some marketers:

  1. Content distribution partners fail to elucidate readers of the content nature in display, weather advertorial or editorial, causing content distrust;
  2. Content is meant to be native not only to the environment (platform), but also to the targeted cultural context. One cannot call it “native” content if it is produced outside the target’s geographic location.

The idea is to induce people to “switch off” advertising defenses to absorb an advertiser’s content seamlessly. However, perception changes and advances with environmental exposure, allowing consumers to distinguish quicker between editorial content and advertorial marketing.

A growing gap of distrust has been generated by brands that don’t know how to apply native advertising strategy to content marketing. Consumers want to break the barrier that separates writers and readers and advertisings and products. Maybe because they want to escape the physical disconnection feeling, generated by the ever-growing digital connected life or because we are social beings by nature and nurture.

Human beings need to identify the source, relate and compare to justify demand, desire and content reproduction in social environments. Some companies such as MasterCard and Walmart have been investing in native content production. MasterCard has created local content production hubs as part of its global strategy. It seems logical to me that a content strategized and written by a native from the targeted location will offer more cultural contextualization and consequent impact. The same strategy has been applied to the B2B sales level. Companies request their employees to produce articles in their own areas of expertise, giving clients reasons to believe they are hiring experts they can verify and relate to.

Efficient marketing solutions are becoming more target-focused by cultural behavior per geographic locations (niches). Disregarding cultural demand solution will only provide temporary results, therefore a loss of resources. Most of the time, it will only create distrust between the brand and the consumer in the medium and long run. The human’s rapid adaptability is the main element that enabled the human species to survive so far. Marketers should keep that in mind, by keeping communication truthful, simple, efficient and targeted by cultural behavior per geographic location.

Dhouglas Carvalho specializes in digital marketing. Follow @dhouglasc


Social Media and Content Marketing, Better Together

Social Media and Content Marketing, Better Together

Social media has come a long way in the marketing mix. It is now considered essential to a good marketing strategy; whether to increase exposure and traffic, to nurture loyalty, to generate leads, to improve search rankings or to provide marketplace insights.  At the same time, social media has a voracious appetite for content.  And as a result, content is being produced at a breathtaking rate.

For instance, it is commonly known that over 2,000,000 pieces of content are shared on Facebook every day. How can brands be disciplined and purposeful in their strategy- remaining visible in a dizzying array of content offerings of varying quality? A good content marketing strategy will generate smarter engagements, creating sustainable dialogs, thus increasing brands’ social impact.

Platforms like Facebook, LinkedIn, Twitter and others allow content to effectively reach their specific targets. They increase the content dissemination loop by offering marketers the possibility of readjusting old-style written content to each unique platform, repurposing it to fulfill every target’s expectation. I’ve heard it said, “Social media is gasoline and content marketing is fire.”  Content is the currency of trust in social.  And as a direct result of that trust and authenticity, content marketing, like a good friend, enhances the “social factor” of social media platforms. Consumers not only like and share content as a statement of their personalities and defined interests, but also because they believe the content consumed can be useful and interesting not only to them exclusively, but their social communities as well.  Even audiences have audiences.

Social media brought a new way to listen to audiences; that listening has entirely changed the way an industry produced content. In the past, publishers produced content based on industry trends. Today’s content is user-centric, defined by archetype and behaviors. But, is it really possible to foresee someone’s “content mood/mode” for the day? Therefore, social media becomes a hyper-sensitive and none too reflective content thermometer for marketers.

A good content marketing strategy is the best way to generate brand awareness, increase website impressions, generate qualified leads and improve website SERP (search engine result page) position. It is important to emphasize that a good content marketing strategy will: a) not be limited to written content only, but will use media tools to disseminate content through various social media platforms to increase target reach and content consumption; b) offer qualitative content based on the target’s necessity and taste; c) include superior publishers to boost distribution d) be rooted  in content consumption histories, live data, and channel checks, and e) be conscious that  a given cultural moment is not static.  On the contrary, there is flux between dominant, residual, and emergent cultural perspectives.

The increasingly intelligent hybridization of social media demonstrates purpose, earns trust with your audience and their audiences, and ultimately ships cases. Combining forces with content can provide social with the impact, credibility, and access to key audiences in new ways that social could not achieve on its own.

This article was first published on 

Dhouglas Carvalho has been working with digital marketing and online experience design for the past 6 years. Currently living in New York, he is a proud member of the CHR Group. Follow me on Twitter @dhouglasc



Keywords: Social Media, Mobility, Technology, Public Fiber-optic Networks, Obama

Blazing fast Internet download speed is a reality in many cities around the world, such as Seoul, Zurich, Paris and Cedar Falls, Iowa. That’s right: Cedar Falls has little more than 40,000 inhabitants and they have faster Internet than New York, Los Angeles and San Francisco.


In Cedar Falls, the community convened and joined forces towards the goal of providing Internet access to the entire community. They built a public fiber-optic network that runs as a utility bill. Cable companies clearly do not like this, but along with competition comes progress. The example of Cedar Falls echoed in the social media, inspiring 400 million people to syndicate their rights, or better, to e-syndicate their rights.

This is the blueprint of the social media era — e-syndication, hashtag activism, “the more interactive and self-configurable communication is, the less hierarchal is the organization and the more participatory is the movement” (Castells, 2012).The author has proven to be right: the power becomes representative and every voice counts. Among many things, social media is an e-version of the old syndicates.

The repercussions of social media brought down many communication obstacles, changing the communication model that no longer works in the transmitter-receptor dynamic. It works rather like a biological organism, where once a threat appears, transmitters produce antibodies that spread through the entire system alerting other transmitter, that are also receptors. There are no more dark corners in communication; the information access is being leveraged. Who would have guessed the public would have a direct communication channel with the president of a country a little more than a decade ago?

Obama just announced two very important executive actions. The first one ensures Internet neutrality, a.k.a. net neutrality. Cable companies will no longer be able to restrict Internet access only in their interest. He proposed to the Federal Communication Commission that Internet should fall under Title 2 of the Telecommunications Act, which describes online access as an essential part of daily communication.

“Consumer should decide which sites they use, not cable companies,” said Obama. The president will also deploy a series of actions to ensure Americans have affordable and competitive broadband choices ¾ following the examples of cities like Lafayette, Chattanooga and Kansas City that have broadband nearly 100 times faster than the national average, yet still available at a competitive price.

This is optimistic news for both community and marketers. Higher Internet speed at lower prices guarantees Internet access to a larger portion of the community. As a consequence of the Internet inclusion, markets receive more online consumers, businesses are created and marketers will profit from new opportunities.

Communication will become swift, as mobile communication devices will cease being a commodity, to become an essential integration tool to keep the social media dialog going. Higher speed Internet rates also mean better download rates, thus more investment in audio-visual online content, collaborating to validate all the assumptions that storytelling would reach epic proportions in 2015. What will happen to text-based communication?

Cheaper online access also means more time spent online, resulting in more interbrand engagement and content consumption, but also more critical sense to prioritize content choices. Straight-to-the-point content will win the hearts and minds.

Society is changing — the physical world is becoming an extension of the digital world. It is getting harder to separate time spent connected to time spent not connected — the feeling of being disconnected from the online universe, generates an alienation sentiment. Everybody wants to belong, to participate, and to integrate. However, as communities’s connected lives get ready to jump into the fiber-optic fast lane, their-not-so-connected life — reality – becomes a mere extension of life. Thus, a new form of existence is produced “virtuality” (reality + virtual).

Dhouglas Carvalho has been working with digital marketing and online experience design for the past 6 years. Currently living in New York, he is a proud member of the CHR Group. Follow me on Twitter @dhouglasc

Social Media in 2015

Social Media in 2015

Duke University recently published a study on social media that forecasts an investment increase of 25% in social media campaigns within the next five years.The previous years of investment on social media has been proven effective when it comes to raise brand awareness, leads generation and target engagement, especially when associated with content marketing. But even with notable results companies argue they have not been able to calculate the precise ROI in their social media campaigns, especially in the B2B segment.

SM specialists throughout a heuristic method have been able to map the road so far generating efficient strategies. SM is an equivalent society in the connected digital world and it is constantly evolving and changing without prior notice. Therefore, experimenting and documenting is a must when it comes to planning effective future social media strategies.

Social Media campaigns are based on archetypes, behaviors and interests. Here lies the biggest challenge — to understand the human being behind the screen. What does he want today? Is he happy or sad? Does he need entertaining or focus reading? How should the editorial calendar be planned? In this time-liquid digital society, contents do not stay fresh for more than 72 hours — acting quick is a must. It has become impossible to administer a community without a professional dedicated only to this discipline.

2015 brings good tidings to marketers. New behavior tracking technologies are entering the market. They use e-mail tagging technology, enabled by cookies, that allow marketers to trace the Internet behavior of specific targets and cross-match similar behaviors to create archetype profiles. This technology will allow marketers to cluster targets by precise interest, maximizing campaign efforts. Social Media campaigns will no longer be planned by guesswork. It will be easier to bring together what we can describe as perfect communities, members grouped by interest, ideals and brand preference with precision. Community interaction will be the rule, not the exception.

This technology represents two sides of the coin — it helps marketers reach the next step in service evolution, precision of content. Meanwhile, service and products offered will be bigger than ever thought possible. However, we do not have enough laws to guarantee privacy integrity, leaving plenty of room to discuss the new silver lining of aggregating value or violating privacy. Privileged information might be used to ostracize minorities; thus increasing inequality. The future is undoubtedly here, but it remains a dark room with many corners to be explored.

Dhouglas Carvalho has been working with digital marketing and online experience design for the past 6 years. Currently living in New York, he is a proud member of the CHR Group. Follow me on Twitter @dhouglasc