The Growth of Custom Content

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nasimson
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Whenever I have some new members in my team, I ask them : 'Who pays our salaries'? Most often, the answers I get are investors or management. If we dont even know whom we are working for, we'll more likely be pleasing boss instead of customers.

Mitch Wagner
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John Barnes - The problem for almost all ad-supported material -- most newspapers since 1900, most magazines, broadcast -- has been exactly what you say, that they're most valuable to advertisers if they are consumed and they flog the product, but most valuable to consumers if they just give clear, unslanted information.  It turns out the audience is not dumb; if you write about "Six Ways To Get a Date", and one of them is whiter teeth, and your sponsor is a toothpaste, they will notice.

Yeah, but they'll be fine with it if the other five points are good and if the sales pitch is delivered in an entertaining manner.

Or make the sell so appealing that people will  consume it for its own sake.

Which works well in a B2B or ethusiast context. If you're reading an elevator magazine or a fashion magazine, you're certainly interested in spending money on elevator or fashion-related products and services. Ads are just part of the content.

Ellis Booker
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Here's a column I wrote back in 2009 about the FTC's updated "endorsement" rules. Unfortunately, this site doesn't get many reader comments. A big difference between it and the CMOSite.

 

http://www.btobonline.com/article/20091012/FREE/310129952/1124/BTOBCOLUMNS#seenit 

ivka
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Evangelist

What's amazing is that building that relationship is actually interesting and fun for both the customer and the seller. And both are missing out on that if it doesn't happen.

John Barnes
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Spot-on, Ivka!  If evolution has done anything for us social apes, it has made us exquisitely sensitive to every little sign of what people think of us.  And the problem with approaching anyone with "I'm going to get a deal out of this dumb [Not Family Friendly Noun]" is that it's a two-level disrespect: you not only plan to use them as an object to further your goals, you think they're too dumb to see that. 

This is of course why so many "mixers" at the start of so many conventions and conferences are such miserable experiences.

The fun thing here at TheCMOSite.com is that for the most part we're all so content-oriented that we end up talking about that endlessly, thinking about our industry and our culture in a mostly-idle mostly-philosophic way ...

So that sooner or later we all think ... "You know, I really should do something productive rather than hang out yakking with my clever friends."  And if it so happens that some of the surrounding material in the side, top, or bottom bars is relevant to our particular productivity ... well, why would we go anywhere else when it's right here?

Yep, nasimson is right.  Same approach Gronk used to get people to bring in skins to trade for spearpoints: if Gronk's cave was a nice place to hang out (hey, did you see that bison Ogg painted this week?  It's her best EVER), and you always learned a few things hanging around Gronk and Ogg, when you needed a spearpoint, you were right there.

ivka
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Evangelist

nasimson,

a good point! And thinking your audience is dumb doesn't help in building a relationship.

nasimson
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Blogger

John , the golden rule of sales still apply to the digital & social networking age: Build the relationship first, then make the sales. Social networking in general provides us this opportunity. Good marketeers are making good use of it.

magneticnorth
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LOL just kidding, Keith :) Content sells, and sells well when properly executed. But the truth is that there aren't too many classic examples out there. Hopefully this site makes the marketing books.

kdawson
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Re: CMOsite & Content Marketing
kdawson   9/30/2011 9:46:30 AM
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OK, we have been favorably compared to Will It Blend. My day and week have been made.

magneticnorth
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Blogger
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I guess you could say that. But it's a very good example, if anything. The only better example I could think of is Will It Blend?

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