What if you don’t need awareness?

I have been doing work for some big clients who need content marketing help, but they really don’t need traditional, top of funnel awareness. They still need this type of helpful content that focuses on the audience rather than the brand, but calling it awareness seems to send the wrong message. Everyone already knows who they are. So I’ve renamed this top of funnel stage. In one case I called it attention. In another I called it awakening.

That’s a Lot of Miles

In 2011 I started running on a treadmill at the gym. I was only running a couple of miles a few days a week. I was also running pretty slowly. But this was the beginning of running regularly. It was the beginning of my transition from someone who runs to a runner. That happened years later, but this is where it started. I started using an app called Runkeeper. When you run on a treadmill, you have to enter the miles into the app manually. Later when I started running outside, it tracked the miles by GPS. I have now tracked 4,000 miles of runs with the app. That’s a lot of miles. A lot of running shoes, broken headphones and a lot of sweat.

What’s in Your Pocket?

I was going through security at an airport and the TSA agent was reminding everyone to empty their pockets. She did so by listing all the things that people might have in their pockets. Wallets, keys, cell phones, coins, receipts. I asked her about peanut M&Ms? She said she hasn’t seen that but she’s seen sunflower seeds. And one of the strangest thing to come out of someone’s pocket at security was a set of dentures.

Puddle Stomping

Today I ran in a 10 mile race in Chapel Hill. It was a warm spring morning with 100% percent humidity. The course was very hilly — it is called Chapel Hill after all — including a mile long hill near that end of the race with its own timing pads. As I was finishing the race, I spotted a large puddle leftover from the night before’s rain. I was already drenched with sweat, including my shoes. The puddle was 10 yards from the finish line and I was pushing myself to finish strong. The child-like part of my brain took over and rather than avoid puddle, I jumped in the air and came down as hard as I could with both feet in the puddle. I didn’t even pay attention to who got splashed or what their reaction might have been. I just continued my sprint to the finish line.

You’re Running Through It

I ran through a warm swath of air. When this happens in the ocean you usually think someone has peed there. But when it happens in the air, it is just a change in temperature and humidity in a very localized area. Cold air makes you think of spirits, but hot air is just a weather occurrence. It’s not very descriptive or interesting. It was a very distinctive feeling though.