MRY’S CMO David Berkowitz sat down with Dorian Benkoil of Contently for a wide-ranging chat on next-generation marketing and why his hatred of the word “content” led him and MRY to become better marketers. Berkowitz pointed out the differences between feature-driven advertising and authentic, useful and educational content marketing; citing Audi photography tips on Instagram as an example of a brand creating a lasting, positive consumer connection. “Audi was teaching me how to be a better photographer,” he said. Both long form bylined opinion pieces and short, 6-second Vine loops can create a lasting impression, he suggested.
Berkowitz’s best advice on how to avoid bad content? “Don’t be boring.”