Author: Mitch Joel / Source: Medium That’s one simple, but very real statement, isn’t it? Maybe there was something in the water at Socia
That’s one simple, but very real statement, isn’t it?
Maybe there was something in the water at Social Media Marketing World. Maybe it’s something that I see — day in and day out — with hundreds (yes, literally, hundreds) of brands each and every month. In fact, after 40–60 presentations a year (for well over the past two years), I don’t think anyone has ever pulled me aside and said: “I think our brand has nailed it.” The brands that are brave enough to say this are (usually) very small operations where the CEO/Entrepreneur is also the main content creator.
There is a lot of money being spent here… there should be much better results (overall).
Yes, there are always anomalies and exceptions. Yes, there are some brands that can create compelling content that gets lift, awareness and pushes the business forward (sales!). The kind of “content” that I’m thinking about is: timely, consistent, relevant and — ultimately — the stuff that consumers are consciously looking out for. It’s a tall order. The “Apple” of great content marketing seems to be Red Bull. Red Bull is the bellwether example that content marketing practitioners point to, as a brand that understands content and delivers on it — constantly and consistently. Others point to Dell, American Express’ Open Forum and a few others.
The water is shallow. The opportunity is deep.
It would be easy to get down on how few brands have proven the content marketing model. The difference between the good marketing professionals and the great ones are those who are opportunistic and optimistic in these scenarios. On March 28th, DigiDay published the article, Media slims down: Publishers are building audiences in discrete verticals. The article reflects the challenges of mass media properties in growth and readership. Many of the brands (
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