Andrew Davis, author of “Brandscaping. Unleashing the power of partnerships” emphasized several times that “if you want to build awareness, you need to buy advertisements, and if you want to build the desire for your product, you need to invest in content marketing.” During his speeches he shared some very interesting examples of how stories and content built around them have contributed to profitable business. Here’s one of them:
Hamilton. Missouri. Back country. This is where Jenny Doan had a tiny store selling patchwork fabrics. When her husband lost his job it became the only and insufficient source of income. Alan, Jenny’s son, talked her into explaining how to make simple patchwork quilts on YouTube. Once a week. Consistently. In simple words. When you compare her latest videos with the first ones, you can see how she’s changed and grown along with her format.
It took four years for Jenny to build a community of women who like patchworking, and who are ready to come to Hamilton for her from all over the country. The business grew bigger and bigger, with several stores and restaurants, including one for men who drive their wives to the meetings and just wait for them.
Value in the long run
Robert Rose, head of strategy at CMI, running a podcast “PNR with this Old Marketing” together with Joe Pulizzi, co-author of the book “Experiences. The 7th era of marketing”. At the #CMWorld he talked primarily about strategy and ROI. I had a pleasure to participate in Robert’s session, at which he emphasized that ROI is perfect for content marketing (slide from the presentation below).
In advertising campaigns ROI brings value during the broadcast, and in content marketing ROI builds value in the long run. What is the value of “Food&Familly” for Kraft Foods or “CMO” for Adobe? Company media influence many business aspects.
Content marketing ROI can be measured in four layers:
campaign value (e.g. how much time the customer was using the medium, how many new leads resulted)
data value (e.e.g additional knowledge about his behavior allowing to divide the group into segments, knowledge about customer’s attitude towards the product)
customer value (e.g. number of registered users and their share in sales)
R&D – real inflow of cash
Rose persuaded to stop spending so much energy on developing tools and media that do not cooperate and don’t contribute to creating a coherent vision; to not be afraid of taking a step backwards in order to determine which measurements define business goals and focus on them. The key to success is also to integrate content media with marketing campaigns – this allows for creating a coherent vision, spending money effectively and having a return on investment.
Message from Joe Pulizzi
This year’s #CMWorld also saw the premiere of Joe Pulizzi’s new book “Content Inc.”. I’ll share my impressions as soon as I read it. The dedication from the author really motivates me to.
Brian Clark, author of www.copyblogger.com, said he would give much to have been able to read such a success formula many years ago.
It’s main message is: “Build your audience first, then go creating your product”. The book includes many examples of businesses built that way, starting with Content Marketing Institute. The book premiere followed a series of podcasts. If you’re not sure whether to invest in buying the book, you can listen to them first, that should help you make up your mind.
“And now something completely different…” or John Cleese as the icing on the cake
From among special guests I was particularly impressed by John Cleese, who apart from being a little appalled by Cleveland being a total dump with so many people coming to it, spoke very entertainingly about creativity and the nature of subconsciousness. He talked about discovering his own creativity as a law student, about its fragile nature and about space needed for creativity. Space understood as time and place. Room for building creativity, taking care of it and fighting for it. This is what I wish to myself and to You, Dear Reader.
View boards from few presentation.