Is Content Marketing a Fad?

Content marketing is very popular now, but I would not be surprised to see the trend fade.  Why? Because many brands are not going to see the bang for their content marketing buck.  The reason is that in order for content marketing to be successful the content has to be engaging.  There are two ways to develop engaging content make it entertaining or have it provide value in your life.   For examples, look at RedBullUsa.com for entertaining and Home Depot for value.  Brands can provide value when they talk about things they know.  Too many brands are trying to create engaging content talking about things outside their expertise.  For instance, a grocery chain might write an article about mountain climbing.  I dont really want to read about mountain climbing from my grocery store, but I would read about recipes or how to buy the best fruit.  If a brand is going to create content outside of their expertise, it better be amazingly entertaining like Red Bull.  It is hard to develop truly entertaining content. 

The reality is that content marketing should not be a fad, it should be fundamental to a business.  It is about delivering a great customer experience, improving your offering, and introducing yourself to people.  All of those things are fundamental.  So the words "content marketing" may be mentioned less at some point in the future, but great companies will incorporate the practice into what they do.

Levers

Everyone wants to be able to pull a lever and enact change.  In fact, for many leaders lever pulling is almost an addiction.  They say, "X is not growing fast enough, do Y" or "Z is too expensive, what are you doing about it?"  The truth is, like any addiction it may feel good in the short term, but lever pulling has long term consequences.

For Brands, 2012 Is The Year Of The Story. So Who's Telling It Best? | Fast Company

For Brands, 2012 Is The Year Of The Story. So Who's Telling It Best? | Fast Company - I am glad this concept is getting so much traction.  Stories really connect the customer to the product on multiple levels.

Zynga earnings: Do the FarmVille maker’s latest troubles mark the end of the latest tech bubble? - Slate Magazine

Zynga earnings: Do the FarmVille maker’s latest troubles mark the end of the latest tech bubble? - Slate Magazine Good quote, "The major difference between today’s Internet companies and ones that were founded during the dot-com bubble of the 1990s is that modern firms believe they’re changing the world." Having and following a good vision makes a difference.

Wal-Mart Tests Same-Day Delivery - WSJ.com

Wal-Mart Tests Same-Day Delivery - WSJ.com - Great idea, but my prediction:  This isn't going work for Wal-Mart.  I see a brand/vision alignment issue here.  This is Walmart's vision, "We save people money so they can live better."  I really like that vision because it is focused on the customer and their real objectives, but it is hard for me to see how this ties to that vision unless it is executed extremely well.  

Seth's Blog: Useful and believable promises

Seth's Blog: Useful and believable promises "If your marketing isn't working, it's either because your promises aren't useful (and big) enough or we don't believe you're the one to keep them." This is so important, imagine that if your company was so honest that your customers always believed you, how much impact would your words have then?  

In all things Brand, in nothing brand (Part 2)

When I previously introduced this concept, I mentioned how important it is to focus on your real Brand.

Here are three key reasons to focus on your Brand:

• Your vision is meaningless unless it is reflected in your actions 
• Every interaction is a reflection of your organization 
• How you operate is your best marketing

You can see, your Brand is less about what you make, and much, much more about what you do.  Your brand is how you execute your vision.