Comments on: Does This Ad Agency Understand Content Marketing? Not Exactly! http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/ How to turn prospects into buyers with content marketing Thu, 29 Jul 2010 13:31:36 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Content Marketing Today » The 5 Most Popular 2007 Examples of Really Bad Content Marketing http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/comment-page-1/#comment-274 Content Marketing Today » The 5 Most Popular 2007 Examples of Really Bad Content Marketing Thu, 27 Dec 2007 11:49:26 +0000 http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/#comment-274 [...] Does This Ad Agency Understand Content Marketing? Not Exactly! [...] [...] Does This Ad Agency Understand Content Marketing? Not Exactly! [...]

]]> By: Willaim Waites http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/comment-page-1/#comment-161 Willaim Waites Sat, 01 Dec 2007 01:55:25 +0000 http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/#comment-161 He who ignores history is doomed to repeat it. This is the same syndrome we saw in general vs. direct marketing. I have done my share of award-winning creative in the world of general marketing. It's purpose was to get attention and build a differentiating brand image. Sales could come later. Direct marketing, which I also worked in successfully (Chief Creative Officer of one of America's leading DM agencies), is a different animal. DM is more content driven. After all, it expects immediate action. Unfortunately for agencies that are acculturated to brand building creative, the web is an inefficient medium for brand building. It is a pull medium, not a push medium. The old creative indulgence techniques don't work, at least not as efficiently and effectively as good, customer-rewarding content. Agencies need to learn this or starve as the marketing world moves more and more to the web. He who ignores history is doomed to repeat it.

This is the same syndrome we saw in general vs. direct marketing. I have done my share of award-winning creative in the world of general marketing. It’s purpose was to get attention and build a differentiating brand image. Sales could come later.

Direct marketing, which I also worked in successfully (Chief Creative Officer of one of America’s leading DM agencies), is a different animal. DM is more content driven. After all, it expects immediate action.

Unfortunately for agencies that are acculturated to brand building creative, the web is an inefficient medium for brand building. It is a pull medium, not a push medium. The old creative indulgence techniques don’t work, at least not as efficiently and effectively as good, customer-rewarding content.

Agencies need to learn this or starve as the marketing world moves more and more to the web.

]]> By: Newt Barrett http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/comment-page-1/#comment-156 Newt Barrett Wed, 28 Nov 2007 20:42:04 +0000 http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/#comment-156 Scott, I got an email from another agency friend who was intrigued and tried to find the site. But, for the very reason I mentioned--they don't come up on search results--he couldn't find them. Another recent gestalt for me is that effective websites that employ content marketing are very much like effective sales calls. You have to understand your customer's problems before you even begin to talk about yourself and how you might bring solutions to bear. You certainly don't lead off with how wonderful you are. Newt Scott,
I got an email from another agency friend who was intrigued and tried to find the site. But, for the very reason I mentioned–they don’t come up on search results–he couldn’t find them.
Another recent gestalt for me is that effective websites that employ content marketing are very much like effective sales calls. You have to understand your customer’s problems before you even begin to talk about yourself and how you might bring solutions to bear. You certainly don’t lead off with how wonderful you are.
Newt

]]> By: Scott Frangos http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/comment-page-1/#comment-155 Scott Frangos Wed, 28 Nov 2007 19:32:11 +0000 http://contentmarketingtoday.com/2007/11/27/does-this-ad-agency-understand-content-marketing-not-exactly/#comment-155 Hi Newt - I used to work in the ad business, so I enjoyed your article, and have to agree that if any industry should "get it", it should be the Ad people. Unfortunately, what you describe sounds a lot like the "'90's" web thinking -- we'll just throw up some Flash, and look a bit different... that's all there is to the web. Your idea of living "the pitch" online requires an Agency, or any business online for that matter, to realize this is a community -- a living "pitch arena", when handled in the right way (build a dialog, and be invited to pitch, rather than "spam pitching"). I wonder when they'll get that? - Scott Hi Newt -

I used to work in the ad business, so I enjoyed your article, and have to agree that if any industry should “get it”, it should be the Ad people. Unfortunately, what you describe sounds a lot like the “’90’s” web thinking — we’ll just throw up some Flash, and look a bit different… that’s all there is to the web.

Your idea of living “the pitch” online requires an Agency, or any business online for that matter, to realize this is a community — a living “pitch arena”, when handled in the right way (build a dialog, and be invited to pitch, rather than “spam pitching”). I wonder when they’ll get that?

- Scott

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