Some brands, perhaps suspecting their audience of having shorter attention spans, print magazines. The mattress retailer Casper, for example, publishes and sells Woolly, a magazine that’s “a curious exploration of comfort and wellness in modern life” that rarely mentions bedding.
Examples Of Bad Content Marketing
Nestlé tried to make National Bunny Ears Day happen
In the fall of 2013, Nestle launched a multichannel marketing campaign that implored consumers to tag a photo with themselves wearing bunny ears with the hashtag #NationalBunnyEarsDay. Only, nobody had heard of such a holiday, it wasn’t very funny, and consumers saw it as a tone-deaf product pitch. Nobody cared and few participated.
GE’s Ecomagination was unimaginative and boring
GE launched a branded blog to talk about green initiatives. Only, the parent company retained too much editorial control and their marketing mindset of ‘always be selling’ died hard – but only after a decade of trying to grow the blog. In the words of one commentator, “It looks more like a news section of a site than a thought-leadership blog. This distances them from their audience and hurts their brand. People want to hear about the issues, not that your company is greener than an Irish bar on St. Patrick’s Day.”
How To Get Started With Content Marketing
Content marketing has one major downside: It’s time-consuming and it can take a long time to pay off. “Content marketing takes a lot of work, persistence, and patience – it’s not for everyone,” says Michelle Linn, Chief Strategy Officer at Mantis Research.
Some companies invest years before seeing the results. For example, Copyblogger, a marketing agency with a blog of the same name, invested heavily in articles in 2012 that didn’t immediately prove useful. But now, six years later, many of those articles show up as top Google search results and the company is reaping the benefits. Here’s how to give your content the best chance of success:
Every business has a unique audience, brand, and point of view, and every marketer has to find what works for them. The best tool for that is a bit of mental technology that toddlers excel at: trial and error. Start creating content on many channels and see what sticks. Write contributed articles to industry publications and read the comments. Ask questions on LinkedIn to see which questions people reply to. When something consistently fails to work, stop doing it.
This is the route CB Insights, a private data firm, has followed since 2013, and it’s grown its blog from a few hundred followers to 500,000. “When you find a theme that works, flood the zone and do more of it,” says Anand Sanwal, CEO of CB Insights. “People responded favorably when CB Insights shared bad data visualizations or nonsensical pie charts or when we made fun of management consultant frameworks that were gibberish. So we did more of those. Once you find things that work, do more of them.”