chrisbrogan.com - Latest Comments in How Content Marketing Will Shake the Tree

Re: How Content Marketing Will Shake the Tree

Istvan — Wed, 20 Feb 2013 11:51:08 -0000

In 2008! - almost 5 years ago - before the hype... no comment, but respect :)

Re: How Content Marketing Will Shake the Tree

Brittany — Fri, 23 Mar 2012 03:00:18 -0000

Totally agree with this article content is blowing everything else out the water.
Check out this book about content being “The New Stock Market” hope you enjoy it
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Re: How Content Marketing Will Shake the Tree

Love Kids Worldwide — Wed, 22 Feb 2012 21:42:26 -0000

After all these years, you still have the nicest article ever!

Re: How Content Marketing Will Shake the Tree

Research Chemicals — Mon, 14 Nov 2011 01:03:45 -0000

Impressive article and useful information. Thanks!

Re: How Content Marketing Will Shake the Tree

James Artre — Tue, 29 Mar 2011 16:05:20 -0000

Still an excellent article after all these years.

Great information never goes out of style!

James

Re: How Content Marketing Will Shake the Tree

Jake Coventry — Wed, 09 Feb 2011 11:51:14 -0000

Nice article. Really interesting examples and information.

Re: How Content Marketing Will Shake the Tree

Mike Pedersen — Sun, 19 Dec 2010 21:20:50 -0000

I'm a big believer in content for business. It is a very effective way to get your target market to perceive you as a trusted authority, and eventually become a customer.

Re: How Content Marketing Will Shake the Tree

youtube downloader — Tue, 07 Dec 2010 11:30:56 -0000

Twizzlers are great, but not for breakfast. I think traditional marketing efforts, the slick and shiny kind, are like red licorice. I think of content marketing as a well-balanced meal. Crazy? Maybe.

Re: How Content Marketing Will Shake the Tree

Dubai Offshore Company — Fri, 29 Oct 2010 03:35:03 -0000

Content is always important!

Re: How Content Marketing Will Shake the Tree

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Re: How Content Marketing Will Shake the Tree

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Re: How Content Marketing Will Shake the Tree

Tajdar O. Chaudry — Sat, 29 Aug 2009 20:06:58 -0000

Great article Chris - I recently penned a piece on Content Marketing at http://bit.ly/IHvgx - Have a look & share your thoughts.

Content Marketing relies primarily on credibility and then on the individual/corporations marketing abilities.

Re: How Content Marketing Will Shake the Tree

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Re: How Content Marketing Will Shake the Tree

jul — Sun, 28 Sep 2008 01:31:31 -0000

fascinating. i loved this. very insightful thank you

Re: How Content Marketing Will Shake the Tree

Ryan — Tue, 12 Aug 2008 11:26:45 -0000

Chris,

You mentioned building "appropriate measurement and listening tools" so that way you can see the impact of your content. What are some of the listening tools that you use? I'm trying to thing of ways to do that: I guess you could have a Twitter Search for keywords you use; Monitor how your content is bookmarked across Digg, StumbleUpon, etc. What did you have in mind when you wrote that?

Re: How Content Marketing Will Shake the Tree

Justin Kownacki — Thu, 07 Aug 2008 20:35:14 -0000

Great, great post. Everyone wondering "where's the money in social media" needs to ask themselves, "who wants to pay for what I'm creating"? And if what you're creating is information or education about products, services or experiences, then yes, someone wants that information -- and, if it's good, they'll pay for it.

That's what fuels the Travel, Food and Discovery channels.

Re: How Content Marketing Will Shake the Tree

Ann Wilberton — Thu, 07 Aug 2008 17:04:52 -0000

I'm a librarian, contemplating the role of social media in the public library. There are so many ways we can expand our fan (customer) base, inform our users and inspire them in their quest for knowledge, entertainment and experience. Libaries are becoming more and more not just a place to pick up a book; but, also a place to meet peers over a game of Wii, take a class, start a blog, connect to free WiFi. Your post has given me plenty to think about and bring to my colleagues. It also has turned on another light for me. I am a former employee of Powell's Books and have always enjoyed their blog. Now I know why: Like the Whole Foods blog, it is informative, interesting, has value and is well written. I've been enjoying your blog, Thanks.

Re: How Content Marketing Will Shake the Tree

Martin Edic — Thu, 07 Aug 2008 16:25:41 -0000

Provide value.
We market to agencies who are trying to figure out how to explain social media to their clients. One of the most effective things I've done is to create 'generic' unbranded PowerPoint decks on the subject that the agencies can use to achieve their goals with client education. I don't want attribution or even a brand mention and they can do whatever they want with them. I put them on Slideshare and have had a thousand or so views.
I really think this is the future of marketing. We already have a blindness to traditional advertising that renders it almost useless. And we've become very sophisticated consumers of information because access is so easy. Give me something valuable or useful and I will remember you. Intrude on my attention with something I don't want and I will also remember you!

Re: How Content Marketing Will Shake the Tree

Judy Peterson — Thu, 07 Aug 2008 14:18:58 -0000

Hi Chris - I'm pretty new to blogging but have been online since 1998 offering real estate content as an experienced Realtor with a strong service mentality. Could be that I'm not entertaining enough ;-) but I see that there is an abyss between giving and subsequently converting to leads. But it could just be that trust and credibility are not as readily converted or as sparkly "widgets". I'm still working on it- thanks for some new ideas.

Re: How Content Marketing Will Shake the Tree

Pam Hawk — Thu, 07 Aug 2008 13:51:33 -0000

It's how Macy's ended up with more loyal customers a la "Miracle on 34th Street," only via blog instead of on Santa's lap.

I've been toying with this idea for my blog with the Christmas season coming. Mentioning my (near-)competitors and pointing out the differences in our features & benefits. I say "near" because over the past 3 years I have never seen anything quite like the product I make and sell. Similar, but with no more than half the features.

Hmmm. What you say makes sense and I'm going to give it a shot this year. Hopefully this shot will net me a direct hit.

Thanks!

Re: How Content Marketing Will Shake the Tree

Kathryn Hall — Thu, 07 Aug 2008 12:58:23 -0000

Hi, Chris--Saw Stever's mention of this article on Twitter. As a publicist with 28 years of experience promoting many of the best of the best, the most successful partnerships carry this value in common: to be of service. If you are filling up the planet with self-serving garbage, ultimately you haven't really made a difference. If you COME FROM a place of service, add value through products and books and ideas you believe in, that you believe will shift the state of this poor ailing planet, and then take responsibility by adding your name, it will come back to you. Adding value requires continuous work on oneself, btw. Continuous growth, continuous exploration of your own inner wiring (hard and soft), continuous improvement. In this age it's not that hard to do. Ask.

Re: How Content Marketing Will Shake the Tree

AnnKingman — Thu, 07 Aug 2008 12:51:48 -0000

Stever,

You mentioned getting more sales from one speaking gig -- does your content raise your profile, so that you will get more/better speaking engagements? It might not be a direct sales relationship, but I would imagine that in many cases, good content increases reputation, which can generate sales.

Re: How Content Marketing Will Shake the Tree

Stever Robbins — Thu, 07 Aug 2008 12:06:48 -0000

Chris,

I love the concept of "content marketing" but think it's a great way to waste huge amounts of time and energy.

I generate tons of useful, free content. I've been writing since 1999 on Entrepreneurship, Leadership, and now dealing with too much email and email overload. My personal productivity podcast, The Get-it-Done Guy, has been a fixture in the iTunes top-20 business since November 2007. My articles archive (articles.steverrobbins.com) has a ton of free articles.

The more content I give away, the more popular I become. *But it just hasn't translated into business.*

I'm an executive coach. My service is a high-ticket item. Purchasers choose a coach based on relationship and reputation. Content marketing has given a peek into my brain and built a reputation, but speaking at a single conference generates more business than all my online content put together.

I'm moving towards creating audio products (e.g. You Are Not Your Inbox, an email overload audio product). I don't know if content marketing will have better results there. If the product gets viral-type traction, yeah, it'll be worth it. But if there's a purely linear relationship between my content generation and sales, the cost to generate content will overwhelm the revenue.

Before jumping into content generation, I'd suggest asking some behavioral questions:

* Do the people who make purchase decisions read the kind of content you propose to publish?
* Are the people who *are* reading willing to buy?
* How much must you sell to make up for the cost of generating the content?
* If you don't get sales, is the reputation boost alone sufficient to justify the cost?

Don't just assume content marketing works. Be smart about it, and link it to what you know about your target market.

Re: How Content Marketing Will Shake the Tree

Mindy Klement — Thu, 07 Aug 2008 11:54:42 -0000

Great post Chris. Content marketing is something that we've been doing at my company; however, the bigger question I have is how to use that content to get leads and traffic to the site. We currently post content throughout different traffic drivers - company blog, industry blogs, Scribd, YouTube, Facebook, etc. Are there any other 'content aggregators' that can help leverage the content we're creating to reach the end goal?

Re: How Content Marketing Will Shake the Tree

NetBlazon — Thu, 07 Aug 2008 10:48:09 -0000

Am feeling this way about ecommerce companies these days - consultants and software providers alike. Some really good blogs out there: www.getelastic.com is a great one. We're doing something similar with www.doubleplus.com but aimed at Miva Merchant users. The idea is great content that's really helpful to people, and if/when they want more, they can come hire us. I'd never put a name to it, though, and "content marketing" seems like a great description, Chris.