The first is a contentmarketing skills gap.B2B marketing departmentsneed to build out theirinternal content teams.
SEO agencies are becomingcontent marketing shops.
Social media agencieshave discovered content asthe new social lubricant.
Every B2B marketing agency iscramming the word ‘content’into everything they do. Making us old-timers go all snippy
CopywritingAgencies Videoare now productioncontent farms. companies Contract are now publishers “rich content are rebranding creators.” themselves as content marketing experts. Even their UK trade group is now called the Content Marketing Association — a smart play
All of them needpeople and all of themare already strugglingto find the right talent: People who ‘get’ content, understand context and can actually produce things that audiences want to consume.
‘Me-too’ blog posts.Three-sentence ideas pumped up into 36-page eBooks. Video interviews that mightas well be subtitled, ‘Yadda-yadda-yadda.’Microsites full of the obvious disguisedas the profound.
This doesn’t just suckbecause we’re allgoing to be targetedby all this drek. It sucks because the people we’re marketing to will start to raise their barriers again.
After all,a main sourceof the power ofcontent marketingis that it getsprospects to lowertheir Marketing Long enough,Defense Systems we hope, to get their attention andfor a few minutes. earn their custom.
But when the Content Effluent Deluge begins (many would say it already has), people will start to invoke those Marketing Defense Systems again. Content t ten t And they’ll Con ten nt Con Content Content Co nte be right to nt Content nteContent Content Content Content Content Content Content Content do so. Co Content Content Content Content ontent ContentContent Content Content Content Content Con Content Content Content tent Content Content Content Co Content Content Con Con nt Co tent en nt tent t en t Con tent
If you’re in the business of the kind that really helps people do their jobs; the kind that entertains as well as informs; the kind that blows people’s socks off, then sells them slippers; you’re increasingly going to beup against the other kind of content. The Shite
The weak content will look from the outside a whole lotTo make like the good stuff.things worse, Snappy titles. Come-hither subtitles. Friendly, open design. It’s only when people actually eat the stuff that they’ll discover just how bad it is.
And that will make them much morereluctant to trust the next content thatcomes along. Your Content
But we won’t all suffer this fate.Some of us will be protected against it.
Some of us will findour traffic and openrates and downloadsand revenues actuallyincreasing – againstthe market trend. Who willthese people be?What makes them sodamn special?
The winners in the Post-Deluge erawill be the companies thatbuild something precious.
The winners will be those who build Great Content Brands
Great. Content. Brands.‘Great’ ‘Content’ ‘Brands’ because you because this is because a brand aim high and hit different from is a promise. the target. your product or And a strong service brands. brand is built on this is about promises upheld. being known for producing top-notch content.
A Great Content Brandis a brand that’s famous forproducing intelligent, usefuland entertaining content that’salways worth consuming.
‘Well-known’ is not enough. Go for famous (in your market). A Great Content Brand Never condescending or over-simplified. is a brand that’s famous for Utility is the essence of content marketing. producing intelligent, useful Make yourself useful.This doesn’tmean a laugh and entertaining content that’s always worth consuming.riot. It meansconfident,clear and easyto read witha bit of attitudeand energy. If you fail once, Even if each piece you damage the brand. doesn’t nail their exact info-needs, they’ll be glad they invested the time.
Six Principles ofGreat Content Brands Be the buyer Everything starts with their challenges, needs, prejudices and concerns.
Six Principles ofGreat Content Brands Be authoritative Stay in your Sweet Spot, where the things you understand better than anyone else intersect with the things your prospects really care about.
Six Principles ofGreat Content Brands Be strategic One-off content islands don’t add up to a content strategy.
Six Principles ofGreat Content Brands Be prolific Content Marketing is a marathon not a shot put.
Six Principles ofGreat Content Brands Be passionate If you don’t care about this stuff, why should anybody else?
Six Principles ofGreat Content Brands Be tough on yourself You’ll know if you’re being lazy. Don’t be lazy.
If you builda Great Content Brand,you will never struggle £to get your stuff read.Your Return on Contentwill always rise.
Because peoplewho consume yourcontent really like it.And they share itwith other people. Who also really like it. And share it with other people. Who also… Share Share Share S repeat until famous
There’s an added benefit.Remember the skills gap thatkicked off this whole rant?Well Great Content Brands alsoattract great content peoplewho make… great content. It’s a virtuous circle and it’s FUN to ride.
Finally, a Great Content Brandwill throw a bright, clear lighton your main corporate, productand service brands.Just as surely as a weak content brandwill drain hard-earned energy awayfrom your main brands.
Let’s not kid ourselves,Building a Great Content Brandhas always been hard.Today — with all the pressureto produce more and moreand more content — it’s harderthan ever.
But as the Content Effluent Delugegets nearer and nearerbuilding a Great Content Brandis also more importantthan ever before. In fact, it’s critical. hear that roar?
A thought experiment.Pull out that pocket compact you havein your handbag or bottom drawer.Flip it open and look in the mirror.Now ask yourself, “Am I building a Great Content Brand or am I just building an efficient content machine?”
If the little round face in the mirror says,‘The latter’, close the compact and go revisit your strategy. “I’m building a Great Content Brand or I’m just building an efficient content machine”
But if it says, ‘The former’,then may the light of a thousandbeacons shine on your career. “I’m building a Great Content Brand or I’m just building an efficient content machine”
£ $ € $ € £ € €€£ And may the revenue of a thousand eager $ buyers wash over your naked, quivering body. £ ££
Bottom line:The Content Deluge is approaching.Raise your game, build a great contentbrand or prepare to get soaked.
Some more content you may like.The B2B Marketing B2B Content Marketing The B2B Content Three PoisonousManifesto Strategy Checklist Marketing Workbook Metaphors in B2B Content MarketingA tirade against the reactionary Great content marketing starts A short primer on the single We like metaphors.forces of traditional marketing. with a sharp content marketing most important weapon in the But sometimes, metaphors leakA wake up call. Okay, a bit of a strategy. This Checklist will help B2B marketing arsenal: content back into the real world andtemper tantrum. you sharpen yours. marketing. It’s hot! distort our view of that world. www.velocitypartners.co.uk/ideas-and-insightsThe B2B ContentMarketing BlogA joyride through the meanstreets of B2B
Velocity is a B2B content marketing agency.We help great companies capture all they knowto delight the people they need to meet (thenturn that delight into revenue).www.velocitypartners.co.uk