My friend and former Penton colleague Tony D’Avino alerted me to the new CMO.com – “a new Web site conceived by Omniture and championed by leading marketing agencies, technology providers and industry experts” (according to an Omniture email).
The website, focused on the digital marketer, takes syndicated content from over 40 sources that are searchable in 30 categories.
Here’s my take: It’s pretty. It’s a great aggregated resource of marketing content (similar to what we’ve done for a few years with our community site around content marketing). If I’m part of the syndicated content pool like BtoB or AdAge, I’m loving it.
I’ve looked at the site several times, and I keep coming up with the same question: What’s the goal?
Is it for Omniture to be viewed as a thought leader in digital marketing? Is it for this group of leading agencies and technology providers to get into the publishing business? Is it just a helpful tool, from your friends like Compete.com and Outrider? Maybe it’s to showcase the Omniture product in action (a working case study)?
Look, I’m not putting them down at all. It looks like a helpful resource. Heck, I used to pitch sites like this three years ago to my clients.
But if Omniture’s goal is to become an authority on digital marketing, I don’t believe it can be done with other people’s content. We’ve struggled with that ourselves, which is why we are ramping up our original content creation (stay tuned).
Fusionspark talks about this concept as being the definitive resource. Brian Clark calls this authority. You may call it thought leadership or even content marketing.
I clicked about 15 times into and out of content on CMO.com and couldn’t find any content from Omniture. Shouldn’t Omniture be leading this conversation? I guess it depends on their goals, but I say yes.
Here’s the deal: If Omniture (et al) wants to be considered the expert resource on digital marketing, and ultimately be the place that people want to go to solve their marketing challenges, then they need to tell the story in unique, relevant and compelling ways – themselves. Their own video, blogging, white papers, ebooks, articles…not just BtoB’s and AdAge’s.
If the strategy is to launch a website where they can attract enough readers to sell sponsorships and then other media products, then I think it’s a good start. But the strategy to be a true expert resource…I don’t think it hits the mark.
Attracting and retaining customers through content means you need to tell your own story. Depending on Omniture’s marketing objective, I believe they need to move in this direction.
Get Content Get Customers… the book that started the Content Marketing revolution. Learn how to develop compelling content and seamlessly deliver it to customers— without interrupting their lives.
Managing Content Marketing... how to put content marketing to work. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization, whether you come from a small company or multi-billion dollar brand.
The New CMO.com – A Helpful Resource that Could Be So Much More
My friend and former Penton colleague Tony D’Avino alerted me to the new CMO.com – “a new Web site conceived by Omniture and championed by leading marketing agencies, technology providers and industry experts” (according to an Omniture email).
The website, focused on the digital marketer, takes syndicated content from over 40 sources that are searchable in 30 categories.
Here’s my take: It’s pretty. It’s a great aggregated resource of marketing content (similar to what we’ve done for a few years with our community site around content marketing). If I’m part of the syndicated content pool like BtoB or AdAge, I’m loving it.
I’ve looked at the site several times, and I keep coming up with the same question: What’s the goal?
Is it for Omniture to be viewed as a thought leader in digital marketing? Is it for this group of leading agencies and technology providers to get into the publishing business? Is it just a helpful tool, from your friends like Compete.com and Outrider? Maybe it’s to showcase the Omniture product in action (a working case study)?
Look, I’m not putting them down at all. It looks like a helpful resource. Heck, I used to pitch sites like this three years ago to my clients.
But if Omniture’s goal is to become an authority on digital marketing, I don’t believe it can be done with other people’s content. We’ve struggled with that ourselves, which is why we are ramping up our original content creation (stay tuned).
Fusionspark talks about this concept as being the definitive resource. Brian Clark calls this authority. You may call it thought leadership or even content marketing.
I clicked about 15 times into and out of content on CMO.com and couldn’t find any content from Omniture. Shouldn’t Omniture be leading this conversation? I guess it depends on their goals, but I say yes.
Here’s the deal: If Omniture (et al) wants to be considered the expert resource on digital marketing, and ultimately be the place that people want to go to solve their marketing challenges, then they need to tell the story in unique, relevant and compelling ways – themselves. Their own video, blogging, white papers, ebooks, articles…not just BtoB’s and AdAge’s.
If the strategy is to launch a website where they can attract enough readers to sell sponsorships and then other media products, then I think it’s a good start. But the strategy to be a true expert resource…I don’t think it hits the mark.
Attracting and retaining customers through content means you need to tell your own story. Depending on Omniture’s marketing objective, I believe they need to move in this direction.