The 10 commandments of marketing content
This is a matter of time before any other
marketing expert says the bold in the era of era bold. Our attempts
to make sense of rapidly changing consumer media consumption have
given rise to labels such as ERA-defining "Web 2.0", "Emerging
Media", "Facebook generation", "The Death of Print and, more
recently, "The Splinternet.
Historically, the habit of naming was a sure sign
of cultural anxiety, and in our industry, it is a sure sign that
traders are more percolation main questions: Is social media conquer
the world? Is streaming broadcast content to kill? someone will
eventually click on a banner ad? The company will eventually
paralyzed when there is nothing to tweet on Twitter anyway?
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As an industry, we are dealing with these issues
because we are stuck in obsolete categories. We continue to believe
that advertising advertising and social media is something else. In
fact, advertising and social media are the same thing: they are
contained. We can find answers to difficult questions of our time
when we realize that all marketing is the content. And at the risk
of adding yet another time, the definition of the label to the mix,
I would suggest that the new approach required by these rapid
changes of Cheval Blanc is something call content marketing.
content marketing is already the case, that's all
around us. Marketers that it might not even know that they do
because they are not burdened by the old way of thinking first.
Fortunately, it is possible to make a stone tablet to the bottom of
this mountain and share what works marketing content. His 10
Content can be shared
Advertising owe its revival when a majority of buyers care about
creating something that deserves to be transmitted. Consumers do not
trust advertising, since it calls out to them. But advertisers that
broadcast up week after week, viral video cards do not scream - they
amuse, entertain and inspire. If every creative brief in all
departments in the country asked, "Why would convey this
information?" we would have TV ads that do not join us for the TiVo
remote and banners that can finally make us cry for reasons other
than frustration. This is not only advertising is good content.
Content is malleable
I mentioned the Splinternet. Sorry. But it is true that we must
begin to pay more attention to how the message is the average. It is
difficult to advertise, but it is easy to do with the content. You
stop worrying about the reuse of assets of the brand and think
instead about things like, "Mobile in big things based on location.
What can I give my client that is useful based on their location?
Our mania for brand consistency has enabled us to forget that brands
are built on confidence. And trust is built on relevance. Good
content is still relevant.
Content collaboration must be
Marketers love to let customers in the laboratory of Mark - as
long as they do not touch anything. We invite consumers to give us
their ideas, but how often do we let their creations out of the
laboratory to move free? Doritos including content generated by
consumers is just as good as its own content - perhaps better - and
it lets consumers create a Super Bowl ads. From scratch. The
monstrosities that out of this experience were the results: Doritos
ads have been the most favored and most-recalled the Super Bowl. Oh,
and they were more mixed (see Commandment 1).
Content should be measurable
Enough hand-wringing about the return on investment. If you can
measure how much traffic a given piece of content has led to your
website, you are well over the measurability of 95 per cent of
advertising since its invention. (In fact, 96 percent - we
measured.) When you put the content out there - on social networks,
YouTube, blogs, etc. - you can measure the traffic coming back. You
can even measure what the traffic does next. It takes a little work.
Note that there is no content "should be easy" command. But it's
worth it. How do I find it worth it? It is measurable.
Content must be brave
If advertising was a type of personality, he is
obsessive-compulsive disorder: ritualized, repetitive control, and
fear of change. The content is not like that. The content itself was
the exchange of ideas, then he turns and evolves as new ideas are
added. Take Starbucks experience intrepid crowd-sourcing,
MyStarbucksIdea.com - a single engine idea that the form-quarters of
its content with all the comments and input, all adding to a long
lasting brand proposition that says: "We care what customers think.
Content invites comment
Most of the content we produce for our clients will fail. It's a
good thing, our success depends on knowing when things fail, so we
can try something else. This is only a problem if we close our ears
to it. For decades, our industry has not heard comments from
customers outside the airless area focus group, now we have a chance
to get the full barrage of pent-up information in each tweet Comment
YouTube, blogs and announced that brands to attract. We need to
embrace it, control it, learn from it and move forward. We are not
afraid now, remember?
Content starts everywhere
Marketing is no longer in marketing. For marketing content to
succeed we will need a big tent with room for people with RA,
product managers, researchers, salespeople and, yes, even the execs.
They all contribute content, and we can not do everything ourselves.
The expertise in marketing will no longer be how to produce
marketing materials, it will be how the contents of channel
marketing in a way that keeps the conversation. We will need ads,
articles, opinions, advice, pithy comments and observations in 140
characters or less. And no, you can not get an intern for that.
Content must go everywhere
At first there was the marketing funnel, and ad impressions will
issue led to the marketing funnel, where many were converted. Today,
led bounce all over the place before they ever sucked into the
funnel. They visit blogs, forums, review sites and social networks
to get the real scoop on the brand. You need content in all these
places. You need to coordinate this content with your marketing
funnel and measure its impact. How can you be going to get it all
done? Command View 7.
Content must be sponsored
He used to this content has gone PR points PR and advertising
content is going to the outlets for publicity, and both could wink
at each other in the hall way. No more. The editors are both invited
to dinner, with packages that include sponsored content in your area
of expertise sitting right next to paid advertising. Marketers who
have not embraced the marketing content will blow these offers by
phone from the PR content, or they will miss the opportunity
Content will be forever
OK, "forever" may be an exaggeration, the world is 6 billion
years, and the content marketing today can not expect to suffer more
than a billion years, depending on what is happening with Facebook.
But it is a big change because traditional advertising has lasted as
long as you paid for it. Content marketing life far beyond one
campaign, as it appears in the records on sharing sites like Scribd
and SlideShare on blogs in tweets, and content aggregators such as
Digg and StumbleUpon. It is swallowed gum in the digestive tract of
marketing, except that the flavor lasts.
marketing content, and that's where White Horse
stakes its claim. Like all marketing content, it is an unfinished
debate, others will add and harm, and the final result is beyond our
control. We're good with that. We are distributors of content.