I recently attended a webinar on content marketing hosted by +Tim Ash of SiteTuners and featuring +Joe Pulizzi. Joe says marketers are not only publishers, but teachers and story-tellers as well. The graphic above illustrates Joe’s concept that marketers are all story-tellers now and tell their stories across channels. Joe gave the example of one of the first content marketers as John Deere. That company had a new concept, a steel-tipped plough versus iron and created its own company magazine, The Furrow, to get the word out. That magazine now has 1.5 million subscribers in 14 languages.
Contemporary examples of those doing content marketing well include Red Bull, which has its own media house within the company. Red Bull has a record label, its own video magazine and a content pool of sports, culture and lifestyle material that that includes a full media catalog, “plug-and-play web clips, documentaries, news pieces, photo shoots, the latest interviews, and accompanying editorials.” The content pool contains over 50,000 photos and 5,000 videos alone. Also, The Coca-Cola Company has four full time writers and a team of forty freelancers devoted to content marketing and has documented its strategic plan for content marketing on YouTube as it moves from ‘creative excellent’ to ‘content excellence.”
This trend toward content marketing is not restricted to large consumer brands.
By Debra Zahay-Blatz.
You can find Debra on Google+ and Twitter as well as LinkedIn.