There is a group that is interested in capturing input from bloggers, like me, that put out content on a regular basis for our readers – called Blog FEED. This is an interesting experiment and I am participating. I will let you know the results – whether it be increased traffic, increased comments, or just linking to some additional and interesting sources – not sure at this point but will keep you posted.
The question they have asked is “Where does content end and marketing begin?” Interesting question for sure and I’m sure the answers will be all over the map. Let me give you my opinion on the topic.
First, the question is already “leading” the reader by suggesting content comes first and marketing second – logical conclusion. I think you can certainly argue both ways, depending on what you are trying to accomplish. For example, if you already have some deep content and IP that is focused in a certain area, then for sure content must come first. This would estblish your credibility based on the work you have already done. Customer Experiences Inc. is in that situation. We created our consulting methodology and wrote a book on the content about how to create “consistent” and “reliable” customer experiences that will build totally awesome experiences and build unsurpassed loyalty (slight commercial here). The other option is if you don’t have the depth of content, marketing would come first so you can test out what the market responds to and then either build or acquire the content to support it. Your choice, but to answer the question depends on where you are with content when you start – stronger or weaker.
Since we are in the “stronger” category and had the content to start, we would believe the marketing follows the content. Now the question is “where does it begin after content?” To me, it can’t begin soon enough once the content is determined – not created. For example, once you have the concept and ideas worked out and you know the path you are going to follow, test and communicate, marketing should start. This is the point where you start to get the audience “educated” that what you have is available. Now, this only works if you can actually produce the content in a reasonable time frame. If you market too early, the audience will be disappointed (and you will actually end up losing more than gaining) because the content takes to long to deliver. But if the timeframe is within reason, you should start to educate and develop the mindset of the customer that the content is coming.
Once the content is available, the marketing continues to mature and evolve as the content is released to the market – becomes more detailed, specific, customized by market segment, etc. This evolution of marketing is what helps bulld a stronger following and gets the customer more committed to your content because they see how it specifically fits their needs.
Finally, as the content is in full “production” you unleash all the marketing you can and allow others to see the depth and richness of the content, by segment and by area. This is what helps “link” the company to the content and begin to build a “following” of readers. It is at this stage where the content should be very specific to the segments and you should have been collecting feedback from these segments along the way so it is “tailored” to their specific needs.
This Blog Feed is a very interesting project – can’t wait to see if it really works and how it works. Stay tuned… Thanks for reading.
Blaine
