Your marketing activity must be designed to help you either acquire a new customer, or keep an existing customer – profitably. If your marketing doesn’t contribute to these goals, then question why you are doing it. Eliminate content for content’s sake.
Welcome to The Content Brewery
"Any fool can create lousy content... sadly many do"
Who do you trust?
If like most business people you are confused by the role or purpose of content marketing, you’ve come to the right place. There’s lots of B.S. being peddled by self-interested parties in this alleged ‘industry’ creating confusion and complete disbelief about what’s possible.
“Content marketers, in a modern version of marketing myopia, seem to think that their reason for existence is to create content rather than communicate with clients and sell stuff."
-- Mark Ritson
3 Essential Questions...
If you’re considering content marketing, you must first answer these three questions honestly:
Question 1:
Do you as a consumer want every brand you buy or consider buying, to deliver an ever-increasing amount of content to you at every touchpoint you have with those brands?
Like 100% of consumers, your answer is probably a resounding “no” – so why do you want to do it to your customers and prospects?
Question 2:
What facts, research or data do you have, to prove your customers and prospects are demanding you increase the amount of content you disseminate to them?
Where is your evidence? Where are the facts? Or are you just following marketing fashion?
Question 3:
What will your time-poor, infobesity-ridden customers and prospects give up in their daily lives, so they can consume your increased volume of content?
They already have extremely busy, content-filled lives – why should they consume yours?
Next Steps...
If you can answer these questions in such a way as to demand you immediately start mass production of content for marketing purposes, please contact an alleged content marketing expert. They'll know how to make money out of you, rather than for you.
But if you are not sure what to do, but are serious about producing content that persuades, really sells your brand and grows your bottom line, you’ve come to the right place.
Email your brief or inquiry to content@madmail.com.au and we'll call you back.
Thank you for visiting...
"An old pizza crust is garbage. But upload a photo of an old pizza crust to Facebook and, bingo... content."
-- Bob Hoffman
People love being sold to…
Consumers are infobesity-riddled and time poor, so they struggle to consume marketing content. Human beings are also the laziest species on the planet – we always seek the path of least resistance. So marketers have to make it as easy as possible for people to buy – which is why giving punters incentives, offers, propositions…
Hope is not a strategy
Editorial content is still the most powerful, despite new buzzwords being created to explain old marketing things: Paid media = advertising (or paid editorial) Earned media = editorial or any post about your brand by a third party in any media channel Owned media = media channels you own in which you publish content –…
Digital only effects three senses, whereas print influences all five
Digital technology only affects sight, sound and touch, whereas print affects sight, sound, touch, smell and taste. So don’t ignore the most powerful proven channels – particularly mail. Printed material engages the brain more emotionally than digital technology – science proved it. Digital does not always equate to better!
The two main reasons people follow brands on social channels
There are two main reasons: They are already customers They want to get discounts or promotions So you need to be careful your social channels don’t discount your brand and undermine your profits.
Online authority or influence is not necessarily related to category expertise
Anyone can manufacture authority by building a following, using content created by others, but published by them. Just because people claim to be an influencer because of the volume of online followers, doesn’t mean they are an expert, or even have any expertise in the category.
There are no consumer brands in the Top 100 Twitter accounts, only 7 in Facebook and 1 in Instagram.
In fact there are no major consumer brands in the Top 300 Twitter accounts. Of the seven in Facebook, 6 are global US brands and 1 is a Thai brand (Red Bull), all of which have spent hundreds of millions of dollars to be there. Instagram’s only consumer brand is Victoria Secrets, which is mostly…
What’s your A.S.S. Time?
Your Average Social Screen Time is the average time you spend per post before moving to the next post on social media. On social sites like Instagram the average ASS Time is around 1 second. As more and more people post more and more often, the less and less is your A.S.S. Time Consequently the…
The Connection Paradox
The more people you are connected to the less of their posts you see. Its simple maths – the more people you are connected to, the more posts will be sent to you. But given there are still only 24 hours in the day, you have less time in which to see the posts, so…
Massive growth in unqualified content creators
There has been exponential growth in the amount of content being created for marketing purposes, while at the same time there has been no increase in the number of people undertaking tertiary education in journalism, communications or creative writing. The people publishing much of the content have almost no copywriting skills or content creation expertise….