As we hit the halfway mark on 2014, it’s time to see how brands are living up to the hype and promise of content, clearly the biggest marketing trend of the past few years, with no indications of slowing down. For an expert view, I talked with Martin Jones, Senior Marketing Manager at Cox Communications, and a leading authority on all things content. Martin first caught my attention with a presentation at New Media Expo earlier this year and one of the most Twitter-worthy soundbites of the conference: “Social is how customer hear about you, search is how they find you, and content is how they’ll remember you.”
Let’s start with the content marketing trend for companies. We know thousands of companies are doing it, but who actually gets it right, and why?
I’m happy to say a lot of brands are doing it right. General Electric, Whole Foods, Home Depot, to name a few. They are going beyond Facebook and social across multiple channels. People are turned off by seeing the same content on all platforms. Take Home Depot, for instance: With 160K followers, they are continually updating and making it relevant to their different audiences—by seasons, interests, etc.
We’ve been hearing the term “content shock” lately. With so much content out there, eventually the barriers to entry will increase and only the strongest (best) content will win. Agree or disagree?
One of the arguments against content shock is that whatever you give to your consumers must have purpose. Don’t just throw content up on your site to meet some sort of quota. Unfortunately we still see a lot of decisions made in marketing, PR, IT, and other silos, which can lead to this. There is not always a strong discovery process for content programs or campaigns. Always start with a question about the consumer and ask it. Figure out what problems you can solve for them. Otherwise, people have this natural filtering process and get burnt out on content. What’s important to consumers cannot go by the wayside.
So what can small businesses do to leverage content marketing with teeny budgets and resources?
There are a lot of small business tools out there: Ones like SocialEars let you plug in different terms and see who the influencers are, letting bloggers and marketers quickly see what things are being talked about and what’s the most engaging content right now. It’s critical to know what to talk about by monitoring, rather than falling back on what you know best. It should be about what the consumer is interested in and gearing your content towards that.
I was surprised you mentioned GE: Something I often hear is that B2B brands have difficulty making their content resonate with customers. What do you think the trick is there?
With B2B, it’s about personalizing content in the right voice—your voice. Again it comes down to relevant content. You have to be careful not to alienate your audience if all of a sudden you try to change to the snarky, cheeky Taco Bell-style. It’s not going to work. What’s important is that the content is going to be helpful to the consumer, that it’s personalized, and it answers questions. That’s what your audience cares about most.
What are content marketers still struggling with?
There’s talk of the sales funnel being dead, but it’s really that marketers are creating a lot of content on top of the funnel and then they get to the middle and don’t know what to do with these people. This is where evergreen content really pays off, along with paid media. Your content can still be providing leads to the organization and can move them through the sales process.
What are some of the trends we’ll be seeing as we get closer to 2015?
Deeper content and, again, more consumer-focused. One shift we’re seeing more of is horizontally rather than vertically-focused content on products and services. For example, what are your readers’ passion points? What are they interested in? Talking to companies about growing your business, how to scale, engaging in common interests. Recently I was at a conference where one of the speakers said “Social media is the new golf course”: now that conversation is happening online. Consumers don’t want to talk about products and services, they want to carry on a normal conversation.