Brand Content Studios

Stiles Says: If you’re not, or can’t resource content, you better find the most creative thinker alive to make what little you will have.

The Bullets:
*First, realize your competitors might be making the investment in content
*A blog post or infographic can last for years.
*Identify goals that are specific, measurable, attainable, relevant and time based.
*Leverage something that’s already top of mind and put a unique marketing spin on it.
*Leverage relationships with others who do content; partners, vendors, customers, bloggers, anyone who’s “making stuff.”
*Money helps but success in marketing is via creativity and strategic thinking.

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Stiles Says: The people you need are not “typical” corporate types. So don’t be scared, turn ‘em loose to do their thing.

The Bullets:
*Think mobile first. Write bite-sized, with attention-grabbing photos
*Determine the goal, then resource accordingly
*Pace the effort to match what you’re ready for
*Hire journalists/storytellers who can write stories that transcend your business
*Reach beyond marketing inside the org
*Team members should be genuine, organic fans of the brand
*Get and use the right marketing technology
*Help the whole org understand the “why” of content marketing
*Determine how you’ll measure success
*Take risks. Innovate

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Stiles Says: same kinds of assets, but value and targeting have to be job 1 now.

The Bullets:
*B2B content marketing success requires a continuous stream of fresh, valuable content focused on specific buyers.
*Case studies put prospect minds at ease about you.
*Prospects will give you contact info for a whitepaper on a TIMELY topic, but it better provide real value.
*Don’t issue press releases unless you are breaking some real news.
*Webinars work well, but keep them short and to the point.
*Video has become the fastest growing application for B2B content marketing. Don’t “wing it.”

 

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Stiles Says: Great, B2B won’t resource content, then calls it a pain point and says it isn’t effective even though they aren’t making it.  

The Bullets:
*Social proof from customers is the most effective in lead generation.
*64% of B2B marketers say customer testimonials and case studies are very effective or better.
*Microsites and blog posts trailed in effectiveness for lead gen.
*Videos and Microsites had high numbers in the “not used” category, reflecting the time and cost needed to produce this type of content.
*Creating enough content to feed lead gen campaigns remains a key pain point.

The full scoop is here
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Stiles Says: Share this and it will make you look smart and helpful, which is one of the keys to viral.

The Bullets:
*Generating emotional energy makes content go viral
*Headlines – often it’s the only thing people read, and they share based on it
*Easy to consume – like oh say, Brand Content Bugle’s bullet points
*About the reader, if not literally, then about their situation
*Develop a personality readers can attach to
*You’ll get shared if you’re a respected hot shot, because sharers want to be associated with you

*Consistency – that way reading and sharing your stuff is never a risk

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Stiles Says: Red Bull is truly showing us the way, but most brands don’t have the gonads to stop breathlessly hocking their stuff.

The Bullets:
*What separates Red Bull is the product is secondary to what the customer cherishes.
*Red Bull’s customers are savvy and turned off by ads.
*Over 40m fans on Facebook, and the product is almost never promoted or mentioned.

*Find things your customers love, and enable those activities.
*Sponsorships show the brand loves these activities as much as customers.
*Red Bull’s content inspires customers to pursue their passions.

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Stiles Says: Bad, pointless, cheap content by people who suck at it just for the sake of doing it is worse than no content at all.

The Bullets:
*If the cliché is true and content is king, then nascent and unchecked content marketing risks being the joker
*Switch the language, change the content marketing moniker to brand publishing
*Content marketing insinuates content exists to sell a product, when in reality great content exists to tell a story
*Brands need to forget about being marketers and worry about being publishers
*Give the user something compelling and of value they can associate with the brand
*Cutting corners creates cheap brand publishing and makes for the perception of a brand that doesn’t care

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