Tags: B2B, B2B Marketing, content access, content strategy, search, SEO, SEOmoz_org
Today, I came across this presentation on SlideShare that enumerates five trends in B2B marketing. The presentation is titled ‘The Future of Content Marketing: 5 Beyonds‘ and I hope the link works for you. There is a lot of great insight here along with humor and some foul language for those easily offended. I hope the message resonates with you and I’m glad to see someone talking about moving the state of the art for content marketing forward.
Here is a brief summary of the 5 Beyonds mentioned and my comments.
1) Beyond Guttenberg – we continue to use print as the reference for content marketing. Move on! We have smart phones, tablets – all this computing power at our fingertips to present static content. I think responsive web sites will accelerate this change to present more dynamic content.
2) Beyond Search – Let Google change the SEO algorithms. You need to build a community around the brand. SEO Moz is mentioned as a great example. Well deserved shout out and kudos to Rand and the team.
3) Beyond One Size fits All – About time. Gets to the 1st beyond as well. Dynamic and personal content. B2C is already doing this and so is banner ads. Show that you know me and present content that is of interest to me. Not the masses. Having a personalized experience also provides motivation to come back.
4) Beyond Teaching – Don’t just explain it. Provide a way to use it.
5) Beyond Faceless Brands – Put your name on it. And your face. Establishing a relationship aligns with the community concept and builds credibility and authenticity.
When you flip through the deck, you will find that there are more than 5 beyonds. As a tease, there actually are 10 and I’m not going to list them here…use the link above. I will mention that I do like the implications of content islands and platform silos.
Thanks to Velocity Partners for sharing.
Consumption choices force change October 26, 2010Posted by Edwin Ritter in Trends.
Tags: content access, share
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Television broadcasters are the most recent in the group trying to limit access to their content. The broadcasters are attempting to protect their advertising revenue. This defensive tactic to maintain the status quo is a flawed, yet, typical reaction. The record business tried to prevent music sharing and failed miserably. Newspapers, books, radio tried to keep their content locked. Now, TV broadcasters are pursuing a similar tactic and are missing the bigger picture on consumption.
In this interesting post by Om Malik at gigaom, he describes how this knee jerk reaction is due to short term thinking. Look ahead to understand changes in your business. Consumers want (expect, actually) to have choice in access to your stuff, period. Any business trying to maintain the status quo will not last. From a previous post, content is still King and it remains a competitive advantage, not the media platform.
Exercise your option for consumption via a related post on the shows you can watch for free.