Tagged: content

Content Is King, But Is The King A Benevolent Ruler?

We’ve all heard the phrase “Content is King” too many times for it to actually mean much. There are too many questions left unanswered. King of which court? Who is the Queen? How do the subjects feel about content? And so on.

Ross Simmonds makes a great point in the following slide deck. He says content alone does not get the job done. You need high quality content plus high quality distribution to make a substantial impact.

Mid-way through the deck, Simmonds make the point that one ought to spend twice the amount of time promoting one’s blog post, as one does creating it. Is this good advice or bad advice? I do not want to be quick to judge, but I can report that in over a decade of writing blog posts, I have not followed this formula and have still managed to do pretty well by my blogging efforts here, and on AdPulp.com.

Would I be even more well known in my industry, and therefore more prosperous, if I were to apply the above rule of thumb and spend several hours promoting this post and every new post I make? Perhaps, but I am far from convinced it is a wise investment of my time. Thought leadership and influencer marketing have a role to play in my work, but how large of a role?

Here’s another question to ask: How important is inbound marketing to your business?

Compelling content can create leads and it can generate favorable e-commerce results. But it’s not a one-size-fits-all proposition. For instance, when looking to hire an agency, or a content provider as the case may be, it is not as simple as buying a t-shirt—the qualifying process is a nuanced dance that takes places over days, weeks and months. My point is I want inbound leads like everyone else, but I know I can’t rely too heavily on this one new business channel. Therefore, I am comfortable letting the content I create speak for itself to a large degree.

The web of marketing advice is a sea of self-assured proclamations. It’s good to look for new points of view, just as it is essential to know what business you are actually in and how to go about growing it. With limited time in the day, small business operators need to focus on the most productive means to more revenue. In some cases, the time spent promoting a blog post might be better spent fine tuning one’s Google Adwords campaign, or Twitter Ads campaign. Or the time might be better spent meeting potential clients in person.

If/when you need help understanding which marketing methods are best for your particular business, I’m happy to discuss it with you.

Build Interest And Loyalty — Find, Shape And Share Your Best Brand Stories

On Thursday, at the request of my friend Albert Kauffman, I spoke to a gathering of small business owners in NE Portland interested in improving their email and social media marketing.

My challenge was to fit a 20-minute talk inside Albert’s lengthier overview. I explained the thinking behind EC=MC and what owned media is, and how business owners want to serve their audience of customers and prospects with information or entertainment.

I pointed to Red Bull, Patagonia and Mt. Hood Meadows among others who work hard to create content that meets their audiences at shared points of interest.

A lady in the front row asked about fitting product features and benefits in to this media-intensive approach. I said there is a place for product, and this is where advertising and content can converge.

I played a podcast from Oakland’s Blue Bottle Coffee to illustrate the point.

During the Q+A at the end, Albert kindly asked about the services Bonehook provides. This gave me an opening to discuss how brand identity is closely tied to brand publishing.

I explained that the foundation of one’s brand house must be addressed before high-concept editorial work begins. This might include a logo refresh, new website, traditional advertising or a design upgrade to one’s retail or office space. Once a company’s brand house is solid, then we can focus on finding, shaping and sharing its best brand stories.