Some Sunday links: Content Marketing
Content Marketing, General Marketing Ideas
Chris Brogan discusses content marketing: How Content Marketing Will Shake the Tree. A few really nice examples towards the bottom of the post but most useful is his Five Step implementation process, in short:
- Decide on your content marketing strategy - what’s the goal?
- In-house or outsource the content creation?
- Determine the type of content to create and the frequency.
- Build appropriate measurement and listening tools.
- Link it all into your marketing and sales systems.
And linking from that post two more takes on content marketing: Brian Clark (Copyblogger) and Todd Defren.
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August 31st, 2008 No comments
Tiger Woods is listening
Content Marketing, General Marketing Ideas, Video Content
This is a great example of how to interact with a community of avid customers. A fan posted a YouTube video with an apparent glitch that allowed Tiger Woods to walk on water in EA Sport’s Tiger Woods 08.
EA responded with this video.
August 30th, 2008 2 comments
Journalists - the SEO experts
Content Marketing, Copywriting, SEO Copywriting
Dave over at JournaMarketing discusses the need for good content in terms of SEO - linking this to the need for a good story teller to help create that content.
Quality content is something I’ve been spending more and more time advocating - both here and to clients. And for good reason. Great content creates interest, is the first step in many effective permission marketing strategies, positions you as expert and is essential for good SEO.
What I like about Dave’s take is that the story and content come first - SEO being a positive result of creating good, readable, interesting content. Journalists are experts in writing compelling stories, focus on this and the SEO effects (and the rest) will follow.
Of course, if you can do that yourself then there’s no need to draft in the services of a journo but if you lack the time or expertise it’s certainly worth considering.
August 30th, 2008 2 comments
Irony marketing
Authenticity is everything. Which raises the inevitable question, how do you fake it?
Social media using, blog writing, green marketing, anti-corporate ethosing, ‘we’re not in it for the money’-ness has all combined to make slick sales patter very uncool. So, businesses turn to faux modest, tell-it-like-it-is, folksy conversational styles instead. Instant authenticity.
[Ironic heavy-metal t-shirt wearing advertising types dispense celebratory high fives.]
But what happens when we go beyond the beyond, where even the conversational styles aren’t cutting it anymore?
From a blog post entitled, Irony Marketing discussing the post-ironic, oh-so-cool, give-it-to-them-straight labeling on MASH (a water-type drink):
Some ad guy stands up after a 10-hour brainstorming session, rips up his notes, and shouts, “Fuck this shit! I hate this business! Research says authenticity? Let’s just give it to them.”… And proceeds to spend the next 10 hours choosing the best way to convey “fuck this shit” and “give it to them”.
With a brand that preambles their message with “It’s not 100% juice, it’s not soda-pop, nor will you get energy or vitamins from it…”, I just can’t decide if it is cooler to like or dislike this drink. In this anti-anti-cool, counter-counter-culture, be-rich-but-appear-poor New York we live in, being cool is becoming so damn hard.
The next step, “MASH: A water type drink you might like.”
August 29th, 2008 1 comment