‘Marketing Should Really Be A Gift,’ Says Percolate VP Of Marketing

Forget quantity: Content marketers should be creating content that people love to consume, according to Dave King.

‘Marketing Should Really Be A Gift,’ Says Percolate VP Of Marketing

Dave King, VP of marketing at Percolate, thinks content marketers ought to adjust their focus. “The question is how do I not just create more content, but how do I create content that people love?” he told me in our recent interview. “Marketing should really be a gift. I want to create marketing that people love to consume.”

Percolate offers a software platform for managing multichannel marketing activities. Among King’s “gifts” to his customers is this week’s Transition conference, a series of TED-style talks that don’t mention the Percolate brand at all. Investing in such difficult-to-measure brand-building activities is critical, he said: “Long-term brand investments are what make many great companies great, and they didn’t happen by accident.”

King also invests in developing the younger members on his team. “I think this generation is going to be an incredible group of marketers,” he said. “Millennials want to believe—they don’t do something they don’t really believe in, and I think that makes a better marketer.” At the same time, he recognizes that there is wisdom in experience, so “at our company, every marketer gets paired up with a peer mentor from a different company,” he continued. That way young marketers can learn from someone a little older or at a more mature company.

Highlights from this week’s Marketing Superstars podcast include:

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