An outdoor campaign created by Zomato was in the spotlight last week. In my view, the campaign was brilliant as it had several good things going for it (a) it passed the first test of any advertising - to get noticed (b) the creative execution was largely based on popular culture references and brought a smile (c) they were best suited for a fleeting medium like outdoor - snappy, memorable lines (d) they were relevant to the category and brand being advertised.
The launch of a major Apple product - especially the iPhone, brings out a slew of negative articles around the company. The narrative is broadly as under:- The magic of Apple has vanished after the demise of Steve JobsThere is a sound economic reason behind this: such articles are great for generating traffic. Positive news about Apple (record sales, profit) only appeals to a niche audience.
Nowadays it is common to spot articles bashing 'content marketing' as a discipline. The common grouse with such articles is:- content marketing is just a buzz phrase; it is essentially what was practiced in advertising forever- the practitioners of this discipline are bullshit artists who thrive on throwing jargon- most of what passes off as content marketing is noise and does not add much value to a brand by way of salesLet's start with the basics: what is content?
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".