Brands have been telling stories to attract and retain customers for hundreds of years.  The difference today is that the barriers to entry (content acceptance, talent and technology) no longer exist for brands to get into the publishing arena.

From John Deere to Coca-Cola, the power of story has never been stronger, or more important for brands and its customers.

This History of Content Marketing infographic is based on the Content Marketing World Timeline Video from the Content Marketing Institute. Special thanks to CMI’s creative director Joseph Kalinowski for making this happen.

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The original post is titled The History of Content Marketing [Infographic] – Corporate Storytelling is Not New , and it came from The Content Marketing Revolution .

But don’t start the party just yet.

In a recent study from the Content Marketing Institute and MarketingProfs, although 90% of all companies employ some form of content marketing, the majority are still struggling with creating content that truly engages their customers and delivers results for the company.

Good to Great Content Marketing

So, what separates the good from the great when it comes to content marketing?  Well, that’s not an easy question to answer.  That said, through all the research (both quantitative and qualitative), we’ve found six differences that are separating good to great content marketers.

1. The Focused, Educational Content Platform

Great content marketers have developed (some for many years) targeted, educational content portals similar to what media companies have been doing for decades.  A best-of-breed example is P&G:

• Home Made Simple – targeting “Moms” on the go
• Being Girl – targeting adolescent women
• Man of the House – targeting husbands and Dads

2. Opening Up New Content/Media Markets

The best content marketers are helping to shape the story, and the terminology of their respective markets.  Citrix launched Workshifting.com years ago as the online answer for those people whose offices are anywhere – the coffee shop, the airport, the home office…anywhere.  The site is chock full of amazing stories to help this buyer, and is perfectly aligned with Citrix products like GoToWebinar and GoToMeeting.

The site and company, through the creation and distribution of compelling and relevant content, have defined the content market for themselves, their customers AND the media.  So much so, that leading media publications such as BusinessWeek use Citrix’s own terminology of workshifting.

3. The Chief Storyteller

We are seeing more brands embrace the role of the Chief Storyteller or Chief Content Officer within the marketing organization (more here on team workflow).

Content is being created and distributed in multiple silos in an organization, including:

• Social Media
• Public Relations
• Marketing
• Email
• Mobile
• Search

In many of our interviews with marketers, the heads of these departments were unaware of the stories being created and distributed in other silos.  This type of content workflow does not set up for a working customer experience, as content often doesn’t align.

Leading organizations are hiring individuals with strong storytelling backgrounds (often journalists and publishers) to help coordinate and fine tune the content marketing process inside and outside the organization.  Examples include:

• Joe Chernov, VP of Content Marketing, Eloqua
• Rob Yoegel, Content Marketing Director, Monetate

4. Leveraging Employees in Content Creation

Best of breed content marketers are looking for ways to engage employees in the content creation process.  Probably no better example exists than Boston-based VC firm OpenView Venture Partners.

OpenView has gone from literally no original content creation just a few years back to becoming a content marketing powerhouse by leveraging their expert employees.  A full 90% of OpenView employees now blog on a regular basis.  That blog is a major part of their content platform – OpenView Labs -built specifically for entrepreneurs looking for early stage funding (their target prospect).

Some of the results of OpenView’s content marketing program include:

• Over 10,000 opt-in subscribers in 18 months
• 850% growth in site traffic
• Significantly shorter sales cycle
• Direct leads and sales
• Over 1,000 pieces of original content, including videos, podcasts and blog articles (OpenView has an in-house studio).

5. Removing the Brand from the Story

For top of the funnel, attraction-oriented content, stories are shared at a significantly higher rate when the brand is removed from the story.  That means a removal of sales pitches entirely from the content to engender trust and credibility. Examples include:

• PTC – Creo Launch
• Adobe – CMO.com
• GE – Ecoimagination
• Sherwin Williams – Stir

6. Building a Community by Leveraging Outside Experts

More and more, leading brands are working to dominate a content niche, not necessarily through internal experts, but by leveraging outside industry experts as the majority of their thought leadership content creation. According to CMI research, over 50% of brands outsource some part of the content creation process (rising from 55% to 58% year-over-year). Great content marketing means that leveraging outside content experts is a must.

Examples of influencer and expert community sites include:

• American Express Open Forum
• Copyblogger
• Social Media Examiner
• Content Marketing Institute

This original presentation was given at Online Marketing Summit 2012, and the slides are below.  Additional details on this presentation can be found at TopRank Online Marketing, who covered the event.

The original post is titled The Future of Content Marketing – 6 Differences Between Good and Great [Part 2] , and it came from The Content Marketing Revolution .

The Furrow Magazine from John Deere – 1931

Content marketing is not easy.

Over the past twelve months, we’ve been noticing a few differences in what separates those organizations who excel at content marketing and those organizations that are just staying in the game.

The overview below (part 1) is from a presentation I gave at Online Marketing Summit 2012.  Big shout out to the folks at TopRank for doing an amazing summary of this presentation.

History of Content Marketing

Content marketing is not new.  It has been around for hundreds of years.  Credit is often given to John Deere’s The Furrow magazine as being the first example of corporate storytelling.  John Deere leveraged The Furrow, not to sell John Deere equipment, but to educate farmers on new technology and how they could be more successful business owners (thus, content marketing).

Barriers to Entry Are Gone

There were three major barriers to entry that used to exist as a gate to corporate publishing. These no longer exist and were discussed in detail in Get Content Get Customers.  The barriers include:

• Content Acceptance – You don’t have to be the Wall Street Journal anymore to have your customers accept and engage in your content.
• Talent – In the past, most journalists were against working for non-media brands, as it was seen as tainting their profession. Today, writers, editors and journalists are available in literally every industry to help you produce great content. The majority of jobs available today are on the brand side, not in traditional media. The stigma of working for non-media brands, although still remaining, is not nearly as strong.
• Technology – Anyone can publish content on the web today for almost no investment.

The Difference Between Media and Non-Media Brands

So, we are indeed all publishers today.

There is only one thing that separates the content developed by a media company and content developed by brands like Intel, John Deere or LEGO: How the money comes in.

For a media company, content is created in order to make money directly of the creation of content through paid content sales (direct purchase of content) or advertising sales (someone sponsors the content that is created, like we see in newspapers and magazines).

For a non-media company content is created, not to profit directly from the content, but indirectly by attracting and retaining customers.

In all other respects, the content creation activities in both types of companies are generally the same.  This is important to realize, in that non-media brands are competing with traditional media for attention and retention, just like you compete with the regular competitors in your field.

As you can see in the chart above (full content marketing research here), corporations are indeed all media companies today, involving themselves in tactics that used to be relegated to only traditional publishers.

Storytelling at the Center

As companies like Coca-Cola are showing us with their Content 2020 initiative, storytelling is at the center of new marketing today.

Whether your goals are rooted in search engine optimization (getting found), lead generation (conversion) or leveraging social media tools, none of them will be effective without compelling storytelling.  A content strategy always comes before a social media strategy.

The Big Content Challenge

So, as content marketing and storytelling become a larger part of the marketing organization in general, we are seeing an evolution of the marketing department transform itself into more of a publishing department.  Although this is not an easy transition and the pain has just begun, some larger brands have clearly made this transition.  For example, Kelly Services now spends over 60% of their marketing budget on content creation and distribution activities.  Even though Kelly’s VP of Thought Leadership Todd Wheatland (and Content Marketing World speaker) states that Kelly has been “doing content marketing for more than 10 years”, many brands are still struggling with content marketing structure.

Even though the barriers to entry are gone and we have all the opportunities in the world to develop valuable and compelling content, the biggest corporate challenge is the creation of engaging content. As you can see in the chart below, creating content that actually engages customers and prospects is the number one hurdle.

Good to Great Content Marketing – 6 Differences

Through all the research (both quantitative and qualitative) we’ve found six differences that are separating good to great content marketers.  I’ll be publishing these results in detail in my next post.  In the meantime, the full presentation is below for your sharing pleasure.

The original post is titled The History of Content Marketing – How Brands Have Become Storytellers [Part 1] , and it came from The Content Marketing Revolution .

The point? Everyone is talking content marketing these days. The practice and integration of the creation and distribution of valuable, compelling and relevant content to attract and retain customers has never been more critical for brands of all sizes (see this Coca-Cola content marketing example if you want some proof).

It didn’t used to be the case.  Even though I’ve been trying to get corporate marketers to use the term “content marketing” since 2001, only recently has it caught on (see this Google Trends chart below. If content marketing were a stock, we’d be living the high life.)

To further establish the point, our friends at Blueglass Interactive put together this handy infographic, featuring a number of Content Marketing Institute’s  B2B content marketing research statistics. Also thanks for our friends at Mashable for covering this with some additional commentary as well. Enjoy!

The original post is titled Content Marketing Tactics Now Critical to All Businesses [INFOGRAPHIC] , and it came from The Content Marketing Revolution .

For those counting, that’s $116,000 per second.

Back in 2008 I looked at how much content marketing you could buy for the price of a Super Bowl ad.  Four years ago, the price for a 30-second-spot was $2.7 million (folks, in this market, the economy is working just fine).  That bought you A LOT of content.  Today, you can buy even more.  Here are a few examples.

• 47 Issues of Your Own Custom Magazine.  That’s right, you can develop your own full-color 32-page print magazine delivered to 25,000 of your customers and prospects for about $3 per copy.  That includes the project management, design, editorial content, printing and postage. With the average consumer engagement of a custom magazine at around 25 minutes per person, that’s 625,000 minutes of engagement per issue, or approximately 30 million minutes of engagement over the life of your 47 issues (or better yet, about 19 hours of engagement PER PERSON).
• 16,000 blog posts developed at an average of $225 per post. The average Content Marketing Institute blog post is shared approximately 600 times via Twitter, Facebook, LinkedIn and Google+ over a six-month period.  That means that total shares of your blog posts would be 9.6 million.
• 1,167 white papers developed at an average of $3,000 per white paper. Fully designed and proofed?  That would get you about 500 white papers.
• You can get your very own Chief Content Officer to serve for you for 23 years (at an average salary of $150,000) or a fantastic managing editor for about 40 years (at approximately $90,000 per year).  For more, see the Chief Content Officer job description.  Also see “Setting Up Your Content Marketing Team“.
• 233 to 411 webinars (depending on promotion needed).
• 14 full-scale customer events for about 250 people each time, including about 30 speakers, multiple tracks, food and entertainment.
• 50, 175-page books developed for your brand…including ghost writing, editing, distribution setup and more.

Just something to think about the next time you are deciding to go with traditional ad placement versus a content initiative. Remember, the content you create can be leveraged to have a much longer shelf life than just traditional ad space. When you are looking to make a decision between a number of marketing initiatives, be sure to take that into account.

Image Credit: Ken Durden / Shutterstock.com

The original post is titled What Can a Super Bowl Ad Buy You in Content Marketing? , and it came from The Content Marketing Revolution .

Lethal Generosity is the concept that the most generous members of any social media company are the most credible and influential and as such, they can devastate their competition in the marketplace.

In short, the company whose representative posts the most tips, links, advice, case studies, best practices that followers find useful will always [rise] to the top, not just in influence but also in search results.  The more outbound links you post, the more inbound links you are likely to receive.

Although Mr. Israel focuses this point in a social media context, the application of this idea is much broader.

Those companies that give away their industry insight and expertise on a consistent basis, and publish that information free and through multiple channels, can dominate their industry niche – including social media and communications in general.

Can You Share Too Much Information?

Many traditional marketing thinkers hide their competitive information, and believe that:

• Sharing secrets and expertise arms customers with too much information.
• Sharing secrets and expertise gives an advantage to the competition.

Neither of these is true.

Most companies believe that their competitive advantage is in some process, some product, some service.  That’s hardly ever the case (except maybe for companies like Apple and Google).  Anyone, at almost any time, can copy your process, product or service, especially today.

Your true competitive advantage rests in your communications, your marketing, your brand (hat tip, Don Schultz).

What’s Your Secret Sauce?

Once you realize that, giving away your “secret sauce” makes sense.  Giving away your expertise and teaching your customers what you know does one amazing thing — it positions you as the expert in your industry.  That is the core of content marketing.  Once you are known by your customers and prospects as the industry expert, it will be almost impossible for any process, product, or competitive service to come between you and your customers.

Keeping your “secret sauce” to yourself does a few things:

• Customers / prospects will never know that you are the expert in your field.
• Customers will never share your expertise with others because there is nothing to share.
• It gives a huge opportunity for someone else to share their secret sauce and position themselves as the industry expert.

Lethal Generosity turns traditional marketing on its head.  It can be used to dominate any industry vertical to position your company as an industry expert.  Once initiated and replicated, it’s challenging to duplicate.

Just ask Openview Venture Partners, American Express or John Deere.

This article was originally posted here. Image credit: Shutterstock.

The original post is titled Lethal Generosity: The Key To Your Online Content Strategy , and it came from The Content Marketing Revolution .

Which ones am I missing that you cannot live without? [disclaimer: many of the tools below are CMI partner tools]

The Basics

• LinkedIn - Start the practice of connecting with every business card you receive from contacts.
• Facebook - Less business, more entertainment the better.
• Twitter - The best way to broadcast great business content…period.
• Google+ – The fastest growing social media network of all-time.  Due to Google’s link with search, Google+ is now critical.

Conversations and Listening

• LinkedIn Answers - Listen and answer.  Best if you have business customers.
• LinkedIn Groups - Find groups that make sense for your business.
• Yahoo! Answers - Listen and answer questions. Position yourself as the expert.  Better if you have consumer customers.
• Google Alerts - Get updates on who’s talking about you, your industry, your customers.
• Google Groups - Find the group relevant to your job and get active.
• Google Trends – Love this tool!  See where keyword trends are heading.  It will help you tell better stories.

Twitter Management

• Tweetdeck - The ultimate Twitter management system.
• Hootsuite - Manage multiple twitter accounts from one dashboard.
• Dlvr.it – Possibly the best reporting structure for distributing Twitter, Facebook and LinkedIn.
• Twitter Search - Find anything on Twitter real-time.
• Yammer - It’s Twitter for inside the company walls.

Content Sharing

• Slideshare - Upload your PowerPoint presentations for all to see.
• YouTube - The #1 video sharing site and #2
• Vimeo - The alternative to YouTube.
• StumbleUpon - Randomly generates content for users by interest area. It still amazes me how much traffic we get from StumbleUpon.
• Scribd - Share original writings with others.
• Pinterest – In less than two months becomes a Top 100 website.  Amazingly addictive.
• About.me – Great way to share the information that is all about YOU.
• BufferApp – Integrates with Facebook and Twitter to easily share content.

CMS/Content Promotion/Creation Tools

• WordPress - My recommendation for a blog CMS platform.
• Tumblr - Post anything quickly and easily.
• Zemanta - Great for adding additional content and links.
• Outbrain – The PPC tool for content distribution.  Used by some of the best brands on the planet.
• PR Newswire – Our preferred tool for distributing news and research releases.
• Jing- To create screenshots for clients when something needs to be explained.

Measurement

• Google Analytics - I recommend using Google Analytics even if you have a paid analytics service (courtesy Cim Buser).
• Alexa - Some high-level information on website traffic for any site.
• Compete.com - Excellent comparison tool for web analytics-type information.
• Quantcast - Provides good overview of analytics and site demographics.
• Radian6 – A paid social media measurement tool.  Now a Salesforce.com company.

Operations

• Google Apps - Runs all email and calendar functions through one place.  We use it and love it. Basic option is free.
• Google Docs - Share Word documents, spreadsheets and presentations via secure invitations. Great for editing a document with multiple people involved.
• Teamwork Project Manager - Easy-to-use project management tool.
• BaseCamp - An alternative to Teamwork Project Manager. Also very easy to use.
• DropBox – Easy way to share files with co-workers and associates.
• Salesforce – Track sales opportunities, leads and contacts.
• Evernote – Easy to way to transport documents from iPad to anywhere else you are going.
• Skype – Hard to do international calls without it.  Plus, sometimes it’s helpful to see the person.
• Chrome Remote Desktop – Incredibly handy tool if you need access to someone else’s computer and you lack IT support.

Image Credit: Shutterstock

The original post is titled 47 Essential Social Media Tools for Content Marketers , and it came from The Content Marketing Revolution .

McDonald’s promoted a Tweet using the Twitter hashtag #McDStories that went like this: ‘When u make something w/pride, people can taste it,’ – McD potato supplier #McDStories http://t.co/HaPM5G9F‘ (source). The link is a video  of McDonald’s potato supplier Frank Martinez and includes a heartwarming story about his life as a potato farmer.

Shortly thereafter, consumers from around the world ‘hijacked’ the #McDStories hashtag with, to say the least, some horrible tweets about McDonald’s food quality and overall experience.  You can read the most notorious ones here at the Daily Mail and here at Business Insider.

According to McDonald’s social media director Rick Wion:

Last Thursday, we planned to use two different hashtags during a promoted trend – #meetthefarmers and #mcdstories.

While #meetthefarmers was used for the majority of the day and successful in raising awareness of the Supplier Stories campaign, #mcdstories did not go as planned. We quickly pulled #mcdstories and it was promoted for less than two hours.

Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald’s overall that day so the traction of #McDStories was a tiny percentage (2%) of that.

With all social media campaigns, we include contingency plans should the conversation not go as planned. The ability to change midstream helped this small blip from becoming something larger.

Since that moment and for the past week, the media attention to this has been ruthless and extremely negative.  Just type in McDonald’s Horror Stories into Google to see a sampling.

Rick Wion: This Fry’s For You

Go to any one of the news articles mentioned above and read the comments.  There you’ll find pundit after pundit throwing McDonald’s and its social media director Rick Wion under the bus.  Well, here’s what I think of that.

• If we’ve learned anything about social media, it’s that we have no control and that we HAVE TO experiment. Today I listened to Todd Blackledge, former Penn State University quarterback talk about his mentor, Joe Paterno (at Paterno’s public funeral). During his speech, he said this one saying that reminded him of JoPa: “Success is never final. Failure is never fatal.” So what if #McDStories it didn’t work out as planned? McDonald’s asked for feedback and received it, learning along the way just as Domino’s Pizza and JetBlue have learned and rebounded in there particular situations. Point = If you aren’t experimenting with social media right now, you aren’t trying.  Good for Rick.
• When McDonald’s saw how negative the hashtag was getting, they quickly pulled the promoted tweet and changed directions.  From what I can tell, this took an hour or so. Next time, I have a feeling they’ll be able to move in 30 minutes. Point = Social media is real-time. McDonald’s showed that they had their ears open.
• In reading through the comments on this post, Rick Wion (aka rdublife) himself was commenting on certain points brought on by readers that were incorrect. Point = Know when and where to comment when social media turns on you. McDonald’s knew better than to respond to the flurry via Twitter, but definitely were proactive in other channels.
• Not too long after this PR nightmare, McDonald’s started yet another hashtag, this time using #LittleThings. So far, the responses have been fairly positive. Point = Get back on the horse. That a boy Rick!
• I’m tired of all the comments that said “McDonald’s should have known better”. Why is that? According to BazaarVoice, 80% of all online comments and reviews are positive. Yes, we all know what’s bad about McDonald’s and Coca-Cola and Budweiser, but most of the time, people stay friendly. Heck, just ask my kids about McDonald’s. It’s like heaven on earth. Point = For the most part, when you ask for feedback, it’s positive. 

Look, I may be seeing this issue with a “the glass is half full” mentality, but the media are all drinking the same Kool-Aid here. Did it turn out great? No. Was it a “horrific catastrophe” as some have proclaimed? Not even close.

From what I can tell, McDonald’s has been laying low (compared to some like Burger King) on the social media front for some time (even with almost 300,000 Twitter followers and 13.8 million Facebook fans). Now they are trying to get into the game…a whole new ball game from what they, or anyone else, is used to. Reminds me of how Wal-Mart took it nice and slow and made some mis-steps before getting into the online retailing game (btw, for Black Friday in 2011, Wal-Mart was the second most visited site behind Amazon.com). McDonald’s is now taking this whole social media content thing pretty seriously,  including this example of its crowdsourced mini-movie experiment.

Although I may be the only one, I like the direction McDonald’s is going with this and I’m looking forward to the next idea.

What say you?

Image Credit: the ePerspective

The original post is titled McDonald’s Social Media Goes Wrong? Not a Chance , and it came from The Content Marketing Revolution .

• Apple reported first quarter earnings, selling over 15 million iPads during the quarter.  This is a 111% increase from the previous quarter.
• In just under two years, Apple has now sold over 55 million units.
• According to Pew Internet’s latest findings, the share of Americans who own a tablet computer nearly doubled from December 2011 to January 2012.  The number of Americans now owning at least one tablet device is now at 29%.

Tablet: The Curl-Up Device

Historically in marketing, we have talked about print being a “lean-back” technology (I want to learn and take it all in), while computers are “lean-forward” technology (I’m searching for something).

In reading Jason Calacanis‘ newsletter last week, him and his team came up with an interesting way to relate to tablet behavior. They called it “curl-up” technology. So true.

For example, I was on a plane yesterday where every person around me (and I mean EVERY person) had an iPad. Some were watching movies.  Others playing games or Apps.  Others reading.  One was listening to music. In almost all cases, they really were “curling up” with the device, almost like you would relaxing to a great book.

Taking Action

In looking at our web stats for the Content Marketing Institute, our readers are now accessing our site via tablet and smartphone almost 5 times more than they were just a year earlier. While just 10% of our total readership, we expect this stat to be approximately 25% next year.

We don’t know the answers yet, but things we are thinking about include:

• All our content must naturally work on the tablet device.
• We are not nearly doing enough in video content. Video from 15 seconds to two minutes is going to be critical from here on out.
• Textual and video integration with Kindle and iPad is right now.  Google’s Zero Moment of Truth integration with their Kindle for iPad version shows you a simple method of what we all should strive for.
• Is there an audio play here?
• How can we take one story and develop that story out into multiple formats and channels, telling the same engaging story in the multiple ways our readers want it?  Do we have to?

Image credit: MacObserver

The original post is titled Tablet Content Marketing: Crazy Stats and Time to Move , and it came from The Content Marketing Revolution .

Joshua with his LEGO bricks at age Six

As many of you regular readers know, my oldest son Joshua was diagnosed with autism at two years of age (Joshua is now 10). At the age of three, he could barely speak.  Today, Joshua would be considered “high-functioning” autistic, which means that, if you don’t look closely, you may not notice he actually is a child with autism. To be honest, Joshua is one of those amazing gifts in life that just keeps giving.  We are so blessed to have him in our lives.

[NOTE: To give just a bit back to all those who've helped Joshua along the way, we organize a charity golf event every year, where the proceeds, now in excess of $75,000 in five years, go to the Easter Seals Northern Ohio (ESNO) earmarked for speech therapy. For full disclosure, I serve on the board of ESNO.]

Non-Profit Content Marketing

Why did I share the information about Joshua? Because of my experience with Joshua, I’ve has the pleasure of talking to a number of people that work at non-profits about content marketing. What I’ve found is this: non-profits are the easiest of all to develop a content marketing strategy for.

Why?  They can tell the best stories.  All they have to do is go to their customers and do a short video or tell a story in words or pictures about how that person’s life was affected, as well as a short bit about how the not-for-profit played a role. That’s it.  Anyone of the amazing therapists could interview Joshua (with permission of course), then blog about it and share it with social media to drastically improve donations or referral business (depending on the goal).

2 Must-See Examples of What Could Be

Hat tip to Pam Kozelka, our VP of Operations, for sharing these two amazing examples.  What if a non-profit involved in either of these tear-jerking examples shared these stories? I can tell you right now that I’m a buyer (or better said, a giver).  But, the hard fact is that most non-profits usually aren’t wired this way.  That, my friends, needs to change.

Below is the amazing story of a 14-year-old named Carly.  It’s 10 minutes long, and I encourage you to watch the entire ABC program.

This second example comes from Grace Curley and her younger brother Josh, who has down syndrome. I encourage you to flip through all the pictures starting with this one.

It’s amazing how a series of pictures can tell an amazing story.

Telling the Story

If you are a not-for-profit in any industry, you most likely affect people in a positive way. Whether you need more donations, more referrals, more connections…all you need to do is tell the story of the people you are impacting. The story of your customers is the story of your organization.  You have something most brands would love to have…a powerful emotional story.  All you have to do is do something with it.

The original post is titled 2 Examples of How Non-Profit Content Marketing Should Work [and grab a tissue] , and it came from The Content Marketing Revolution .