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Content Marketing Tools Are Not Enough [Video]

By Joe Pulizzi | Published: April 28, 2011

I have lots of tools at home.  Hammers, screwdrivers, drills (oh my!).  Heck, I even have a toolbox.

That doesn’t mean I know how to use them to, say, to build a house (or hang a picture).

It’s Not the Tools

I ran into a marketing executive from a Fortune 1000 company a few weeks ago.  We started into a conversation about content marketing.  When I asked him what his content marketing strategy was, he went into how they leverage social media and enewsletters and even a company magazine. The big focus was the tools they used.

After a 20 minute conversation, it was clear that they were using most of these tools because they felt they should (or could), and it wasn’t apart of any particular strategy.  For example, Twitter was primarily being used to send out press releases and retweet favorable press.  Enewsletters…that’s for special offers. The company magazine works to promote their products and distribution partners (sounded like a catalog to me).

Quite a content marketing strategy, huh?

This kind of example is exactly the reason we created our first video explaining why people should attend Content Marketing World 2011 (pricing goes up next week). The idea is this: all marketers have the tools today to connect with customers to attract and retain customers.  This is without question.  The challenge is knowing the kind of story to create that will generate action, the best tools to use to tell your story, and how to integrate that story throughout all of your marketing.

Here you go! Hope you like it.

Thanks to our friends from Hyndsight productions for helping us put this together.

Oh, and by the way, below was the first video we shot.  Probably a good idea that we took another stab at it, don’t you think?  Note the Orange Martini!

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  • http://www.RothSocialMedia.com Bryce Roth

    Such a great post, Joe. I use this analogy all of the time. The “tools” we have to work with today are great, but can be very dangerous when not used appropriately. There are way too many executives telling their marketing departments that they need to have a presence on Facebook, Twitter, etc. but no one is asking why? There is no reason, plan or strategy behind most of what I see from many companies when it comes to their marketing strategy on social networks. Especially in small Sandusky. Please keep spreading the word! Hopefully, more people will catch on.

    -Bryce

  • Todd Wheatland

    Excellent post. Hopefully there are people in his team who are finding ways to move around him. I’m sure for most of us reading here it seems incredible that people don’t get it – even more so if they’re in roles with ‘marketing’ in the title – but I also come across it all the time. The tools actually make it easy to fake ‘getting it’ to a certain extent, because people are used to communicating in numbers, and they can be manipulated to show pretty much whatever someone wants to.

    The video is great, particularly the ‘stop selling, start storytelling’ angle. Looking forward to the orange martinis.

  • http://williammastinwriting.com William Mastin

    Hey Joe! Don’t knock the second video. You can always change the name of the event to Content Marketing and Colorful Martini Extravaganza!