“We wrote our first blog post before we wrote our first line of code.”
- Jon Miller, founder, Marketo

Blogging is important for every business. So we don’t just offer ghostwriting services for others. We blog for ourselves. Why? To discuss big issues such as content strategy, commissioning and ROI, as well as tactics for effective copy creation or editing, not to mention news about Collective Content.

Remember, over a third of marketers say blogs are the most valuable content type. Let us know what you’d like to read about here.

Content marketing quotations

Jay Baer on: Content as fire, social as gasoline

baer“Content is fire, social media is gasoline.”

Jay Baer, President, Convince and Convert

 A while back, for a few years, it felt like everyone jumped on social media as a great way to attract and speak with customers. But there was one problem: Lots of companies didn’t have something worthwhile to say.

We used to say they had the gun but no ammo. This is why Baer’s line resonated with us. It’s just a different analogy.

Social media is incredible in so many ways (good and bad). But it’s not so great when it’s just hot air.

Unusually in this series, this post is a two-for-one (BOGOF maybe?). Because Baer’s post made us think of another line, from another content marketing guru, Rebecca Lieb. She has said:

“Content is the atomic particle of marketing.”

It’s a similar idea. Your basic starting position is great content. On top of that, good things happen.

The great thing is that this foundational level of content can be used and reused – cut up, built upon and revisited. A 15-page e-book is likely also four or five blog posts, a bylined post in a publication, updates to your company LinkedIn and Facebook pages, maybe a podcast and video interviews too.

Maybe it’s the season to invest in the gift that keeps on giving.

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Jon Buscall on: The long term

buscall“Content marketing is a commitment, not a campaign.”

Jon Buscall, CEO, Moondog Marketing

 When we used to tell people that content marketing isn’t the typical three-month campaign they’ve become used to, we’d say it’s “from now until forever”. But we noticed that’d make some clients look a little queasy.

Forever, as someone better than me said, is a mighty long time. So the way Buscall puts it is better. Way better.

Perhaps the hardest part of embracing content marketing is that it rarely serves up immediate commercial results. Sure, it’s good seeing great content going live and being used. That can work well on a number of other levels too – PR, employee engagement and so on. But it’s not direct money on the bottom line.

Comparing your content marketing results to display advertising, pay per click (PPC) or other methods can’t be done in a hurry.

When those comparisons are rushed – and most people will maintain a blend of different approaches, so that’s usually possible – then content marketing programmes are sometimes strangled at birth. We’ve seen that happen.

So remember these are programmes. Not campaigns, as Buscall says, or projects.

Content marketing is strategic. It’s about what’s best for your organisation in the long term. That means remaining committed and giving it a real chance.

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Brenner on: hero content, villain banners


If great content is the hero, then banners are the villain.”

Michael Brenner, Head of Strategy at NewsCred

We really rate Brenner, who first came to our attention when at SAP and then joined NewsCred, where he remains a major thought leader in content marketing. But what is he getting at here?

Although he mentions banner ads specifically, he sounds down on ads. We can’t disagree with him on that. Previously in this series we heard Craig Davis talk negatively about interruption marketing, and this is partly about that problem.

But this kind of stance is also about how ineffective traditional advertising is. In our recently reposted piece ‘Death of display ads? Never say never’, we set out five major reasons at that time why the whole online ad ecosystem faces major challenges.

Since its first publication just over a year ago we could have talked more about rates of ad consumption over time-shifted TV (anyone ever watch ads on Netflix?), and how the whole ad tech ecosystem isn’t so hot anymore, which is telling.

What’s the answer? Consumers and business still want to know options before they make purchases. But in B2C they are gravitating towards brands that fund and create entertaining content.

In B2B, decision-makers will trust brands that help them over a long-period of time, especially as the buying cycle in B2B is often 18 months or longer. You can’t do that in a three-month campaign (as we’ll talk about soon in this series). Remember our Hippocratic oath of B2B content marketing: first, be useful.

Great content will continue to be the hero and bad ads like banners the villain. CMOs will increasingly feel that way because buyers feel that way.

Follow us on Twitter – @ColContent

Download our exclusive research and report ‘PR’s acceptance of brand content uneven’.


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Contact us

Contact us to find out how we can help you:

Email:  tony.hallett@collectivecontent.co.uk

Twitter:  @ColContent

Facebook: facebook.com/CollectiveContent

LinkedIn: www.linkedin.com/company/collective-content

Phone:  0800 292 2826