According to the 2010 Content Marketing Spending Survey, 59% of marketers plan to increase spend on content marketing (thx to the folks at velocity partners for this find).
The question then becomes:
If everyone is going to be doing more “content” marketing (more blog posts, tweets, videos, more dandelion marketing etc.), how do you make your stuff stand out?
And, no, you can’t stand on the sidelines.
Here’s my recipe, which I am open-sourcing.
- 1 part relevant/timely/current topic
- 1 part your Global MicroBrand
- Mix
- Publish
Of course, like any recipe, it doesn’t always work, but if you are going to differentiate yourself, you want to give people a new perspective on something that is outside of your little world, but viewed through your unique lens.
Again, I am far from a master, but here’s some examples of how I tried to do it in the past few months.
- Scott Brown wins the US Senate seat in Massachusetts viewed through a marketing lens
- The US Navy cancels my aircraft carrier embarkation, what is the marketing lesson?
- And an oldie, Sarah Palin as VP nominee…as a marketing move (hey, I didn’t say they always work, did I? ;-)
Lesson: Tell you B2B story through a lens that is your expertise. Help your audience gain a new understanding/insight into the world as a result.
Post was written while listening to: The Who - - Pinball Wizard
