Cracking the More Vs. Less Content Conundrum: 3 Questions to Point the Way

Cracking the More Vs. Less Content Conundrum- 3 Questions to Point the Way

Author: Peter Bell

Running, in some ways, is a lot like content marketing.

For one, I love running, I really do. I also like to research its benefits (or otherwise)–am I running too much or too little? Some articles say a walk would be healthier, while others extol the virtues of regular running. It can be hard to know where you stand!

Content marketing can sometimes feel the same. You’ll read headlines about the power of having a lot of content–we need to produce more of it, as quickly as possible! But then you’ll hear about plenty to temper that like the recent survey from The Economist Group which states that 3 in 5 global executives admit to sometimes feeling overwhelmed by the volume of content they encounter. This very concept was explored at the Marketing Cloud All-Stars Debate I took part in at Technology for Marketing (TFM) in London this week. The debate was chaired by the content marketing visionary, Joe Pulizzi, who has a very sensible take on the more vs less content debate. (You can check out Joe’s podcast for his thoughts on this subject.)

We covered much ground during the debate, and the more we discussed, the more I realized that our approach to the amount of content we create needs to be the same as our approach to running–it needs to be tailored each individual. In some cases, you may need to create more content to drive growth, but in other cases, the volume of content may not be the issue; rather, it’s the quality or promotion that needs to be addressed. There’s no one-size-fits-all answer to the question of more or less content.

Do you find it hard to determine whether you need to produce more content or should consider producing less? The following questions will help you understand what your answer should be to the more vs. less question:

1. Can you meaningfully measure the performance/impact of your content?

When you consider your marketing mix, the programs you run and channels you use typically have well-established metrics. Over the years, the subject of content marketing measurement has been discussed widely and yet, it still feels like there are no clear or standard metrics to measure the impact of your content investments.

While an organization’s approach to metrics can certainly vary based on company size or industry, there is always a way to measure your content performance—and it starts by understanding your goals. Maybe you’re using content to grow organic traffic on your website and increase your social media following–these are both very measurable objectives. Some organizations, particularly B2B companies and consumer companies with considered purchase products, measure the pipeline impact of content–essentially, how it’s driving prospects through the customer lifecycle. Regardless of the metrics that are right for your organization, you need to establish some way to measure or the question of whether you have enough content is impossible to answer.

2. Do you have a content promotion process that supports the specific objectives of your content?

A content promotion plan ensures that, both internally and externally, the right people are aware of the existence of your asset. When we launch one of our big Definitive Guides at Marketo, we assign a dedicated project manager who is responsible for the promotion plan. The plan covers how the content will be shared across our different channels, including social media, and how the guide will be promoted through advertising on different platforms to reach the right audience. The promotion plan is absolutely critical and no Definitive Guide launch is complete without one.

The key takeaway from our Definitive Guide example is that you need to put as much focus on your content promotion plan as the content creation itself. Only by ensuring the promotion plan supports the asset’s objectives can you fairly judge the content’s performance or compare it against others. Promoting your content is very different today, with all of the opportunities that native advertising, for example on social platforms, present. Reaching new and highly targeted audiences is incredibly easy nowadays through digital advertising.

3. Does your content have relevance AND resonance for your intended audience?

Over the years, the well-known mantra of “content is king” has evolved into “content is king and context is queen,” which recognizes that content alone is not enough to truly engage your audience. Success comes from sharing relevant content at the right time with the right individual. But is there something beyond relevance? Don’t get me wrong, relevance is great, essential in fact, but what about resonance? Relevance will get you attention, but achieving resonance can get you action. Joe Pulizzi put it most succinctly in this tweet:

Joe Pulizzi Tweet

The three questions above will help you evaluate some fundamental practices for measuring your content marketing investment. If you answered ‘no’ to any of the questions, it’s time to take stock before you go off and create more content.

What’s your take on more vs. less? I would love to hear how you decide whether to create more content in the comments below.


Cracking the More Vs. Less Content Conundrum: 3 Questions to Point the Way was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

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5 Brands That Won the U.S. Presidential Debate

6 Brands That Won the U.S. Presidential Debate

Author: Marissa Lyman

Stateside, it’s election season, and this week viewers were treated to the first presidential debate between candidates Donald Trump and Hillary Clinton. There was a lot of sniffling happening on screen, but even more happening on other screens: it was the most-watched and most-tweeted debate in American history!

Naturally, brands from every industry were watching–and responding–to capitalize on #debatenight issues and antics.

Missed the debate? Couldn’t care less? Want a good laugh? Eureka! I’ve captured some of the best examples of brands who jumped into the conversation.

Pre-Debate

I’m a planner. I believe it’s important to leave room to be nimble and react as issues arise, but plan your strategy around big events and make solid message arcs that you can map your campaigns against. That’s precisely what some brands did for this election year, creating high-production ads with an election theme to draw attention.

Bud Light started this trend around the Super Bowl, with tongue-in-cheek spots featuring Amy Schumer and Seth Rogan as the “Bud Light Party,” tackling important issues like equal pay and labels. And Bud Light’s message arc was strong, with spots announcing the party and others that mapped to election events like the debate. On a scale of 1 to presidential, I give this campaign a 9 because it’s well-thought out, multi-faceted, multi-channel, and effectively leverages star-power, something that not all brands do correctly.

For the week of the debate, two notable car brands took a similar approach, but with standalone spots. First up, we have Jeep, which is using the election as a chance to remind people that no matter how different Americans are (vegans vs. BBQ-lovers, Republicans vs. Democrats), everyone is “free to be,” and drive a Jeep, of course. I give this one 1.5 votes out of 3. I’d also like to see the real political breakdown of Jeep car owners…kidding.

Next up was Audi. From a creative perspective, the German automaker really knocked it out of the park, just as the two valets in the commercial tried their best to knock each other out. They’re fighting over a valet parking ticket (Get it? Like the presidential ticket. Isn’t symbolism the best?), urging consumers to “choose the right driver.” This gets a 6.5 on the presidential scale, due to artistic creativity.

And don’t forget beer-maker Tecate, who chose to pre-make its commercial but air it during the debates on major news networks. The concept? Turn Trump’s proposed wall between the U.S. and Mexico into something that actually brings people together. I give #TecateBeerWall 1.5 votes as well. The wall feels a little tired and highlights one concern of pre-planning themes: make sure you choose a topic that will still be evergreen once it goes live.

During the Debate

There was plenty to laugh (or cry) about over the course of the evening. One of my favorite moments came during the discussion on cyber security, during which Trump alleged that a “400-pound person” could be behind some of the recent computer hacks.

The folks over at Bark Box, a monthly subscription service for dog owners, responded with this gem below. This is proof that brands from all industries were not only watching, but responding with their best paw forward. Social rating on the presidential scale: 8.5.

Final Question

No matter which candidate you support, brand creativity around a heated election cycle is something we can all get behind. Everyone needs a little humor and a reminder to put it all in perspective.

Did you see any other brands capitalize on debate night in an interesting way? Has your company done anything to get in on the action? Leave your thoughts in the comments below!


5 Brands That Won the U.S. Presidential Debate was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

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