Last Friday, my husband and I snagged tickets to visit the Highline.
Yes, most NYC parks are open and free for the public to enjoy. But, post-COVID, the Highline requires visitors book a time slot to manage the number of visitors since it gets very narrow at points.
The Highline extends for 1.5 miles along the west side of Manhattan from the West Village to Hudson Yards. It attracts 5 million visitors per year as well as new development along its path.
The Highline is a public space developed around the deteriorating infrastructure of outdated railroad tracks. It’s landscaped with 500+ types of plants and flowers. Inspired by the plants that had grown over the decaying rails, you can see the tracks peak through in places.
For me, The Highline serves as a beacon for how we can reinvent our lives and our communities during this uncertain period following COVID.
To better understand why I say this, look at the history along and beneath The Highline.
The Highline starts where Gansevoort Street meets Washington Street. This area was part of an indigenous people’s village named Sapokanikan. It translates “Land Where the Tobacco Grows.” (BTW—I never knew tobacco grew this far north!)
In the 17th century, the Dutch used this road to get to a Lenape trading post. At the time, it extended across what’s now Greenwich Village.
During the War of 1812, U.S. Revolutionary war officer Peter Gansevoort fought the British in a battle on the Hudson River. Gansevoort Street is one of the few streets in Manhattan to retain the city’s Dutch heritage.
What does this history mean for you as a marketer?
You may only see your audience and your market from your perspective.
Because history is told by the winners. As a result, only one side of the story gets told and remembered.
As marketers in this post-COVID world, you and I must be inclusive and have a purpose that extends beyond making a buck!
In his MarTech Virtual Conference keynote, Brian Solis pointed out that post-COVID your audience includes your customers, employees and local
Actionable Marketing Examples:
- The Island At The Center Of The World retells the history of New York City from the Dutch point-of-view. This book shows content marketers how to make facts come alive with people’s personal stories. For the Dutch, New York in the 1600s was their Silicon Valley.
- Similarly, awareness of the #BlackLivesMatter (#BLM) movement means considering how your perspective or mine may not represent or include the reality that other people have experienced.
So let’s educate ourselves by reading and participating in broader conversations about race, religion, heritage, sexual orientation or other differences. So we actively listen, not talk.
For a better perspective on race in America, I read and recommend Ibram X. Kendi’s “How to Be an Antiracist.”
Even The Highline gives visitors a chance to add their point of view.
In the 1850s, new technology in the form of railroads, namely the Hudson River Railroad, and industrialization caused changes in this city neighborhood.
By 1929, New York City authorized the West Side Elevated Line to raise the trains above the street for pedestrian safety.
From a marketing perspective, the railroad supported businesses by moving products from factories, like the National Biscuit Company (aka: Oreos,) to consumers. (Note: Photo of Bell Laboratories.)
In New York City people seeking low rents move into marginal neighborhoods. As a neighborhood becomes gentrified, it attracts more affluent residents and businesses. They price the early pioneers out of their housing and businesses.
Now known as Meatpacking District based on the 250 slaughterhouses and packing plants that existed here in the early 1900s, it’s a center of fashion, museums and related businesses. History repeats its cycle of renewal.
At the north end of The Highline is the recently opened Hudson Yards built over Penn Station’s train yard. It has attracted new development that has changed the city’s skyline along the Hudson River. In the heart of Hudson Yards is the Vessel.
During this post-COVID period, let’s look for ways to reimagine your business’s history or your personal life based on what you know now.
Because, as marketers, we need to continue to be nimble as our audience (including customers, employees, and local community) continue to deal with changing circumstances.
Actionable Content Marketing Lesson
Warburg Realty, a New York City real estate agency created content in real time related to the challenges of the New York City real estate market faced during COVID. They helped potential customers and their local community with helpful tips.
Additionally, Warburg Realty uses third party data to provide a quarterly report with their insights on the New York City real estate market.
Wonder how to improve your content marketing?
Then attend the “Virtual” Content Marketing World this year. To keep the fun going virtually, Content Marketing Institute has added “Ask Me Anythings” with speakers and other ways to mix.
There’s still time to get your ticket. (Note: This is NOT an affiliate link!)
To get in the Content Marketing World spirit, check these posts from prior events:
- Content Marketing World Authors Will Make You Smarter.
Since books are the ultimate in long form content, see what these speakers have written. BTW, not included on this list is Melanie Deziel’s “The Content Fuel Framework.”
- How To Create Fun User-Generated Content.
User-generated content has gotten buzz lately related to influencer marketing. Beyond providing a how to guide, this post takes you on a trip down Content Marketing World’s memory lane.
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FEATURED ARTICLE: 2020 Blogging Research
See what your peers are doing to help you create your blogging plans for the rest of 2020 and beyond.
FEATURED ARTICLE: New Normal Customer Behavior: What You Need To Know
Due to the health risks of COVID, people changed their lives quickly and significantly.
Read how this affects marketing in different business segments. Includes data and charts.
FEATURED ARTICLE: Voice Marketing Definition
Have you given your marketing a voice?
Before you tell me that you created a brand voice for your content marketing, understand that I’m talking about voice assistants.
To help you here’s the full monty on voice marketing.
From The Actionable Marketing Guide Archives:
5 Ways To Improve Your Content Marketing To Get Results.
Use this article to spotlight where your content marketing strategy may need some improvement. While the charts may be
older, the advice remains useful.
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