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Why the single biggest threat to
content marketing is content marketing.
and how building a Great Content Brand
will help you survive the deluge.
Do the math.
Content marketing has
taken off.
Nine out of ten B2B
marketers will be
producing much more
content next year than
they did this year.




       The tenth is clueless
       and probably won’t be
       bothering anyone anyway
Most of these will produce
even more content the year
after that.
.
           .
           .
           .
This creates some real
      problems.
The first is a content
marketing skills gap.
B2B marketing departments
need to build out their
internal content teams.
SEO agencies are becoming
content marketing shops.
Social media agencies
have discovered content as
the new social lubricant.
Every B2B marketing agency is
cramming the word ‘content’
into everything they do.

                     Making us old-timers
                     go all snippy
Copywriting
Agencies          Video
are now           production
content 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 need
people and all of them
are already struggling
to find the right talent:
         People who ‘get’ content,
         understand context and can
         actually produce things that
         audiences want to consume.
Again:
Do the math.
Lots and lots and lots
   More Content.
    From more and more sources.
From a pool of inexperienced content
creators that are stretched to the limit.
                     
     There’s only one conclusion:
We’re all about to be buried in
‘Me-too’ blog posts.


Three-sentence ideas pumped
 up into 36-page eBooks.


 Video interviews that might
as well be subtitled, ‘Yadda-yadda-yadda.’

Microsites full of the obvious disguised
as the profound.
This doesn’t just suck
because we’re all
going to be targeted
by all this drek.

                         It sucks because
                         the people we’re
                         marketing to will
                         start to raise their
                         barriers again.
After all,
a main source
of the power of
content marketing
is that it gets
prospects to lower
their Marketing      Long enough,
Defense Systems      we hope, to get
                     their attention and
for 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




                                                                nte
Content 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 be
up against the other kind of content.
                  The
                  Shite
The weak content will look
                from the outside a whole lot
To 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 more
reluctant to trust the next content that
comes along.



                              Your
                             Content
It’s inevitable.




Less traffic.
Fewer page views.
Fewer opens, click-throughs, downloads, form fills.
Fewer leads.
Less revenue.


                                                      Ouch.
But we won’t all suffer this fate.
Some of us will be protected against it.
Some of us will find
our traffic and open
rates and downloads
and revenues actually
increasing – against
the market trend.
 
Who will
these people be?

What makes them so
damn special?
The winners in the Post-Deluge era
will be the companies that
build 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 Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always 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’t
mean a laugh        and entertaining content that’s
                    always worth consuming.
riot. It means
confident,
clear and easy
to read with
a bit of attitude
and 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 of
Great Content Brands
Six Principles of
Great Content Brands




             Be the buyer
             Everything starts with their
             challenges, needs, prejudices and
             concerns.
Six Principles of
Great 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 of
Great Content Brands




             Be strategic
             One-off content islands
             don’t add up to a content strategy.
Six Principles of
Great Content Brands




             Be prolific
             Content Marketing is a marathon
             not a shot put.
Six Principles of
Great Content Brands




             Be passionate
             If you don’t care about this stuff,
             why should anybody else?
Six Principles of
Great Content Brands




             Be tough on yourself
             You’ll know if you’re being lazy.
             Don’t be lazy.
If you build
a Great Content Brand,
you will never struggle   £
to get your stuff read.
Your Return on Content
will always rise.
Because people
who consume your
content really like it.
And they share it
with 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 that
kicked off this whole rant?
Well Great Content Brands also
attract great content people
who make… great content.



    It’s a virtuous circle
    and it’s FUN to ride.
Finally, a Great Content Brand
will throw a bright, clear light
on your main corporate, product
and service brands.
Just as surely as a weak content brand
will drain hard-earned energy away
from your main brands.
Let’s not kid ourselves,
Building a Great Content Brand
has always been hard.
Today — with all the pressure
to produce more and more
and more content — it’s harder
than ever.
But as the Content Effluent Deluge
gets nearer and nearer
building a Great Content Brand
is also more important
than ever before.
 
In fact, it’s critical.

                                hear that roar?
A thought experiment.
Pull out that pocket compact you have
in 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 thousand
beacons 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 content
brand or prepare to get soaked.
Thank you.
Some more content you may like.




The B2B Marketing                  B2B Content Marketing The B2B Content                                 Three Poisonous
Manifesto                          Strategy Checklist    Marketing Workbook                              Metaphors in B2B
                                                                                                         Content Marketing
A 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 leak
A wake up call. Okay, a bit of a   strategy. This Checklist will help   B2B marketing arsenal: content   back into the real world and
temper tantrum.                    you sharpen yours.                   marketing. It’s hot!             distort our view of that world.




                                                                        www.velocitypartners.co.uk/ideas-and-insights
The B2B Content
Marketing Blog
A joyride through the mean
streets of B2B
Velocity is a B2B content marketing agency.
We help great companies capture all they know
to delight the people they need to meet (then
turn that delight into revenue).

www.velocitypartners.co.uk

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Crap. The Content Marketing Deluge.

  • 1. Why the single biggest threat to content marketing is content marketing. and how building a Great Content Brand will help you survive the deluge.
  • 2. Do the math. Content marketing has taken off.
  • 3. Nine out of ten B2B marketers will be producing much more content next year than they did this year. The tenth is clueless and probably won’t be bothering anyone anyway
  • 4. Most of these will produce even more content the year after that.
  • 5. . . . . This creates some real problems.
  • 6. The first is a content marketing skills gap. B2B marketing departments need to build out their internal content teams.
  • 7. SEO agencies are becoming content marketing shops.
  • 8. Social media agencies have discovered content as the new social lubricant.
  • 9. Every B2B marketing agency is cramming the word ‘content’ into everything they do. Making us old-timers go all snippy
  • 10. Copywriting Agencies Video are now production content 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
  • 11. All of them need people and all of them are already struggling to find the right talent: People who ‘get’ content, understand context and can actually produce things that audiences want to consume.
  • 13. Lots and lots and lots More Content. From more and more sources. From a pool of inexperienced content creators that are stretched to the limit.   There’s only one conclusion:
  • 14. We’re all about to be buried in
  • 15. ‘Me-too’ blog posts. Three-sentence ideas pumped up into 36-page eBooks. Video interviews that might as well be subtitled, ‘Yadda-yadda-yadda.’ Microsites full of the obvious disguised as the profound.
  • 16. This doesn’t just suck because we’re all going to be targeted by all this drek. It sucks because the people we’re marketing to will start to raise their barriers again.
  • 17. After all, a main source of the power of content marketing is that it gets prospects to lower their Marketing Long enough, Defense Systems we hope, to get their attention and for a few minutes. earn their custom.
  • 18. 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 nte Content 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
  • 19. 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 be up against the other kind of content. The Shite
  • 20. The weak content will look from the outside a whole lot To 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.
  • 21. And that will make them much more reluctant to trust the next content that comes along. Your Content
  • 22. It’s inevitable. Less traffic. Fewer page views. Fewer opens, click-throughs, downloads, form fills. Fewer leads. Less revenue. Ouch.
  • 23. But we won’t all suffer this fate. Some of us will be protected against it.
  • 24. Some of us will find our traffic and open rates and downloads and revenues actually increasing – against the market trend.   Who will these people be? What makes them so damn special?
  • 25. The winners in the Post-Deluge era will be the companies that build something precious.
  • 26. The winners will be those who build Great Content Brands
  • 27. 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.
  • 28. A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
  • 29. ‘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’t mean a laugh and entertaining content that’s always worth consuming. riot. It means confident, clear and easy to read with a bit of attitude and 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.
  • 30. Six Principles of Great Content Brands
  • 31. Six Principles of Great Content Brands Be the buyer Everything starts with their challenges, needs, prejudices and concerns.
  • 32. Six Principles of Great 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.
  • 33. Six Principles of Great Content Brands Be strategic One-off content islands don’t add up to a content strategy.
  • 34. Six Principles of Great Content Brands Be prolific Content Marketing is a marathon not a shot put.
  • 35. Six Principles of Great Content Brands Be passionate If you don’t care about this stuff, why should anybody else?
  • 36. Six Principles of Great Content Brands Be tough on yourself You’ll know if you’re being lazy. Don’t be lazy.
  • 37. If you build a Great Content Brand, you will never struggle £ to get your stuff read. Your Return on Content will always rise.
  • 38. Because people who consume your content really like it. And they share it with other people. Who also really like it. And share it with other people. Who also… Share Share Share S repeat until famous
  • 39. There’s an added benefit. Remember the skills gap that kicked off this whole rant? Well Great Content Brands also attract great content people who make… great content. It’s a virtuous circle and it’s FUN to ride.
  • 40. Finally, a Great Content Brand will throw a bright, clear light on your main corporate, product and service brands. Just as surely as a weak content brand will drain hard-earned energy away from your main brands.
  • 41. Let’s not kid ourselves, Building a Great Content Brand has always been hard. Today — with all the pressure to produce more and more and more content — it’s harder than ever.
  • 42. But as the Content Effluent Deluge gets nearer and nearer building a Great Content Brand is also more important than ever before.   In fact, it’s critical. hear that roar?
  • 43. A thought experiment. Pull out that pocket compact you have in 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?”
  • 44. 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”
  • 45. But if it says, ‘The former’, then may the light of a thousand beacons shine on your career. “I’m building a Great Content Brand or I’m just building an efficient content machine”
  • 46. £ $ € $ € £ € €€ £ And may the revenue of a thousand eager $ buyers wash over your naked, quivering body. £ £ £
  • 47. Bottom line: The Content Deluge is approaching. Raise your game, build a great content brand or prepare to get soaked.
  • 49. Some more content you may like. The B2B Marketing B2B Content Marketing The B2B Content Three Poisonous Manifesto Strategy Checklist Marketing Workbook Metaphors in B2B Content Marketing A 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 leak A wake up call. Okay, a bit of a strategy. This Checklist will help B2B marketing arsenal: content back into the real world and temper tantrum. you sharpen yours. marketing. It’s hot! distort our view of that world. www.velocitypartners.co.uk/ideas-and-insights The B2B Content Marketing Blog A joyride through the mean streets of B2B
  • 50. Velocity is a B2B content marketing agency. We help great companies capture all they know to delight the people they need to meet (then turn that delight into revenue). www.velocitypartners.co.uk