Steve Antoniewicz – w00tonomy Content Marketing Cast

Our latest latest video content marketing cast is with Steve Antoniewicz from the Recommended Agency Register. Find out where the market is moving from someone with hands on experience of selecting agencies – there is advice here for both clients and agencies alike.

You can also watch the cast on YouTube at w00tonomy TV.

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Content Marketing cast transcript – Mark Gorman

For those of you interested in reading the full interview please download the Content Marketing cast e-book. Hope you enjoy and if you have any feedback on the interview we would like to hear from you.

Transcript of w00tonomy Content Marketing cast – final part

Each day this week we are publishing one of the questions and answers from the Content Marketing cast interview with Mark Gorman. At the end of the week we will provide all the question and answers in the form of a w00tonomy e-book. Hope you enjoy!

Stewart: Looking beyond Scotland to where perhaps the online market is more mature……What are the innovations that you are excited about online at the moment?

Mark: Well, there is a new innovation every day, isn’t there! Some of which are completely meaningless, completely useless and are just a fashion items. We saw big excitement amongst my circle of friends last year about the rise of Facebook as it moved out of the student generation into a wider group but already the talk is Facebook……well that was so 2007. So, I think that the danger is that there is a lot of bandwagon jumping going on, and that the bandwagons people are jumping on don’t necessarily have any strong marketing role in the mix…they’re just a bit of fun. Really, the industry…the digital communications marketplace needs to settle down a little bit I think and find real strong communications tools, vehicles and sites coming through.

Stewart: If you had to pick an online property or innovation you felt was going to last, that was of use…What would it be?

Mark: Well having just dissed Facebook, I think that there is potentially, the applications that work with Facebook, once you get rid of the killing Zombies type applications and look at the social networking opportunities that lie there…may well give it a great deal of resonance. But there is some fairly fundamental biggies out there. I have been reading recently about a thing called “The Grid”…that says…this is a thing coming out of Cern in Switzerland where the worldwide web was invented…and says that this will give instant access to the internet and is a new form of internet. I don’t know enough about it but it does sound very interesting and it does for me touch on a pretty major issue which I am starting to see…and I think that part of it is down to the impact that BBC iPlayer has had. iPlayer, great idea but it sucks up bandwidth. From personal experience it looks to me like there is major contention issues coming through even on 8MB width that you are getting from your local BT server…whatever. If that is true and that starts to grow, it’s going to really frustrate people about the opportunities that the web brings and it’s going to drive people away because we all remember what is was like using a 56k modem…which just didn’t work. So that I think is an issue.

Stewart: …and finally…if you could ‘kill’ any website, which website would you ‘kill’?

Mark: Msn!

Stewart:Good man…..Mark Gorman, thank you very much.

Q&A w00tonomy Content Marketing cast – part 2

Each day this week we are publishing one of the questions and answers from the interview with Mark Gorman. At the end of the week we will provide all the question and answers in the form of a w00tonomy e-book. Hope you enjoy!

Stewart: You mentioned the fragmentation of the media and obviously that has been driven by the growth of online….How do you see the Scottish online landscape?

Mark: It feels very young…it feels quite inexperienced and it feels driven by creative energy, technical expertise and technical innovation.The concern I have about the digital industry in Scotland is that it doesn’t feel particularly embedded by marketing people, it feels more embedded by creative and technical people….and that’s great because a lot of the online opportunities are technical but when you’ve got to go out there and spread marketing messages to people, I think if you lack that skill base in marketing that could be something which hampers our industry.

That is perhaps just because we are in the early stages and there is a lot of people growing up and into those roles but I would like to see more of a focus on the quality of the strategic thinking about the message, rather than the medium.

Stewart: So what are the pitfalls of just focusing on the medium rather than the message?

Mark: That the content is irrelevant, or the content is naive, or the content doesn’t engage with the sales message and the rest of the marketing mix…as in a more mature sense.

Transcript of w00tonomy Content Marketing cast – part 2

Each day this week we are publishing one of the questions and answers from the Content marketing cast interview with Mark Gorman. At the end of the week we will provide all the question and answers in the form of a w00tonomy e-book. Hope you enjoy!

Stewart: You mentioned the fragmentation of the media and obviously that has been driven by the growth of online….How do you see the Scottish online landscape?

Mark: It feels very young…it feels quite inexperienced and it feels driven by creative energy, technical expertise and technical innovation.The concern I have about the digital industry in Scotland is that it doesn’t feel particularly embedded by marketing people, it feels more embedded by creative and technical people….and that’s great because a lot of the online opportunities are technical but when you’ve got to go out there and spread marketing messages to people, I think if you lack that skill base in marketing that could be something which hampers our industry.

That is perhaps just because we are in the early stages and there is a lot of people growing up and into those roles but I would like to see more of a focus on the quality of the strategic thinking about the message, rather than the medium.

Stewart: So what are the pitfalls of just focusing on the medium rather than the message?

Mark: That the content is irrelevant, or the content is naive, or the content doesn’t engage with the sales message and the rest of the marketing mix…as in a more mature sense.

w00tonomy content marketing cast: Mark Gorman

Mark Gorman of Thinkhard talks about the future of marketing in Scotland. We like to rave about the wonders of cost-effective videos and podcasting so we’ve put our mouth where our money is and produced this interview.


w00tonomy speaks!

David Petherick has done an interview with our very own Tony Purcell. In it you can hear Tony’s soothing Irish brogue explain how our content marketing approach increases traffic for our clients online messages. David has a number of other very interesting interviews, including one with Werner Vogels (or is it Verner Wogels) of Amazon.

Listen in, and find out a little more about content marketing in the social media sphere.