1. How content marketing is like a
vending machine
That’s right, a vending machine.
@mikemyers614

2. A vending machine.
• You know, the
machines where
you put in money
and the machine
gives you a soda
• Or a car
@mikemyers614

3. Content marketing?
• It’s an almost perfect
metaphor for content
marketing
• Don’t you think?
@mikemyers614

4. Things can go well.
• Vending machines
humbly sit there, day
after day, ready to
delight patrons with
refreshment
• Isn’t that what
content marketing is
all about?
@mikemyers614

5. Things can go well.
• Content marketing
done well means your
message hits the target
audience just when
they’re thirsty for it
@mikemyers614

6. Things can go badly.
• And, like content
marketing, there are
many things to
consider with a
vending machine
• And many ways it
can go wrong
@mikemyers614

7. Things can go badly.
• Your message may
reach the target
audience at the
wrong time (e.g.
when they aren’t
thirsty)
• Or it may not reach
them at all
@mikemyers614

8. Let’s look at several ways
vending machines and
content marketing are alike
@mikemyers614

9. Location, location
Vending machine Content marketing
A vending machine needs to be placed in a
high traffic area that’s easy to access.
Brand messages that are placed in high
traffic areas (for the target audience) are
more likely to reach them.
@mikemyers614

10. Offerings
Vending machine Content marketing
A vending machine that doesn’t offer what
its audience wants isn’t very busy at all.
Brand messages that help the target
audience solve a problem (e.g. thirst) are
appreciated and recommended.
@mikemyers614

11. Price
Vending machine Content marketing
A vending machine that costs too much
(or too little) won’t earn consideration.
People are willing to pay for valuable
information. If it’s just entertainment,
the cost had better be low.
@mikemyers614

12. Promotion
Vending machine Content marketing
A vending machine that no one can find is
a vending machine no one can use.
A message no one can find is a message
no one can see (or share or act upon).
@mikemyers614
Also, how do I get in that
door? 

13. Inventory
Vending machine Content marketing
An empty vending machine sells nothing. Your message has to have substance,
relevance, give the audience something.
@mikemyers614

14. Process
Vending machine Content marketing
Think about a vending machine process:
put in money, push on big colorful button,
get drink. Simple.
If whatever you want your audience to do
isn’t simple, they probably won’t do it.
@mikemyers614

15. Variety
Vending machine Content marketing
The most popular vending machines offer
variety (not just Pepsi or Coke)
By offering other perspectives along with
your own, you can earn attention and
appreciation from your audience.
@mikemyers614

16. Quality
Vending machine Content marketing
Unattractive vending machines don’t
make people want anything at all.
While a message needs to be timely, it
also needs to be of high quality — hey,
we’re representing the brand here.
@mikemyers614

17. Happy vending!
• The next time you’re
considering content
marketing, keep the
humble vending
machine in mind
• It’s a great way to
remember several
important content
marketing lessons
@mikemyers614
Thanks!