The 10 commandments of marketing content

Updated as on July 27, 2010

 

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 commandments are.

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 altogether.

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.

 

 

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