Content Marketing Today

Here's another great guest post from JuntaJoe--that's the legendary Joe Pulizzi as content marketing aficionados know!

Newt's Note: Most of you probably know Seth Godin as the consummate 21st century marketer who coined the term 'permission marketing' which is a close cousin to our own content marketing concept.  He believes that you need to stop interrupting your prospects with irrelevant messaging.  Instead, provide them with information that is genuinely relevant to them either personally or professionally.

Joe reports that the term 'content marketing' was new to Seth Godin, but once Seth understood it, he enthusiastically endorsed the term as the 'new marketing'. 

Here are some invaluable lessons from Seth Godin as reported by Joe:

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(A terrific guest post from JuntaJoe--that's content marketing guru, Joe Pulizzi in real life)

When Content Marketing Goes Good (and Bad)

For those of you not familiar with Webkinz, they are very similar to what Cabbage Patch dolls were in the 80's except for the integration of the Internet.  Webkinz, owned by Toronto-based Ganz, are small stuffed animals that come in dogs, pandas, cats, ducks and more. Once the owner "adopts" their pet, they can go to the Webkinz website to register their pet, create a name, and bring their pet to life online.

The Webkinz concept is so simple, it boggles your mind it wasn't thought of earlier. Simple, and truly powerful. To experience just a bit of this power, just watch a four-year-old navigate their way through the site. You have to see it to believe it.

Here are a couple of points specific to the website and content marketing...

1. The Webkinz site may be one of the greatest examples of a successful content marketing website in the world.
2. If Webkinz doesn't realize that their website actually IS content marketing, it may destroy their brand.

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Last week I received a special issue of myFORD (myFordmag.com), Ford Motor's owner magazine, entitled "New Directions". First off, I've owned a variety of Fords over the past few decades, and they've all treated me well. But frankly, I'm not really sure what they are trying to do with the latest issue of their custom magazine. If the goal is "sell, sell, sell...feature, feature, feature" then they are doing a good job. myFORD has never been an elite lifestyle magazine (actually, it's always been pretty poor), but this one may take the cake.

There is no need to go into great detail on what's wrong with myFord magazine. It takes just a simple bit of analysis.

There are 17 separate content sections in the magazine (mini-features, sidebars, etc.). Of the 17 areas, Ford is mentioned in the title or first sentence of 14 of them. What this means is that the magazine has nothing to do with customers...it's all about Ford. 

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Connecting with Customers is Now Their Top Priority

This New York Times article on Nike's new marketing investments into their consumer base should be a wake-up call for those companies not investing in content marketing. Nike, along with other huge brands such as P&G, Johnson & Johnson, and General Motors are all moving away from the basic advertising and sponsorship strategies that helped make them the well-known brands they are today (The article discusses Nike investments such as their Nike Running blog site that create original content for customers). Read More

Just because you are a small business doesn't mean you have to market like one. Today's technology allows businesses of all sizes to market directly to customers through custom publishing initiatives without costing an arm and a leg. Here is a very simple, yet strategic plan to get and keep more customers through the use of valuable, relevant content. This will form the basis for your custom publishing/content marketing media plan. 1. Simple [...] Read More