Blogs and Twitter are no longer interesting enough as content marketing tools to stand out anymore. They’re just the necessities of doing business.
It’s like saying, “Our business uses computers!” or expecting job seekers to know how to use a word processor. Blogging and Twitter are a part of business now, and you stand out in their absence.
If you want to do serious content marketing, yes, you absolutely have to have a blog and Twitter. A company without it has to work a lot harder at SEO and online marketing just to keep up. But that’s no longer enough. If you want to rise above the crush of average, me-too content, you need to do new stuff that no one else is doing.
The Future of Content Marketing
One of the things I always mention in my Future of Content Marketing talks is that you need to go where your competition isn’t.
A few years ago, that meant starting a blog. But now that most companies — at least the more successful ones — have one, that’s just the price of admission. You aren’t unique or outstanding.
You can create more better content, but even that will only get you so far. You’ll still get buried by the avalanche of mediocre content. So you need to try using different channels, formats, and publications.
This is what I usually say in my talks.
If they have a website, start a blog.
If they have a blog, start a podcast.
If they have a podcast, do a video podcast.
If they have a video podcast, write a book. Or host a monthly webinar. Or go on a speaking tour.
The point is, you need to do something else that other people in your industry are not doing. You need to be where the competition isn’t.
Just Be Audacious!
Starbucks has recently jumped into the content marketing game, creating a media arm of the already-giant coffee empire. It’s something to read while you’re sitting in your local Starbucks, drinking your half-caf soy chai latte. And it’s a bold choice for a coffee shop, but it ties into their philosophy of being “the third place.”
Once you log into the wifi, their login portal takes you to their coffee blog that shows you how to pour the perfect cold brew, or features a short article about their new coffee brand, 1912 Pike.
Or, best of all, to see their new original series, Upstanders, their “original collection of short stories, films, and podcasts sharing the experiences of Upstanders – ordinary people doing extraordinary things to create positive change in their communities.”
While some people will pooh-pooh the idea of a food brand trying to break into the media market, don’t forget that Red Bull has gone from being an energy drink company to a media and extreme sports company that sells energy drinks.
But more importantly, if Starbucks can launch a small video and podcast series as a way to showcase outstanding people in their communities — seriously, watch The Kids Who Killed an Incinerator — then why can’t you start your own unusual content marketing?
“Make Good Art”
Neil Gaiman told the University of the Arts in 2012 to “make good art.” But that doesn’t just have to be advice for artists, or for middle managers who harbor secret novel-writing dreams. Companies can make great art that still works for them, but without staining it with overt marketing messages.
For example, a publisher could publish a flash fiction or short story series. Or serialize a novel, the way The Strand Magazine serialized the original Sherlock Holmes stories The publisher’s authors could even write short stories related to their books as a way to introduce people to their work. But don’t just publish them in an anthology that will only sell 2,000 copies. Publish them on your blog, push them out on Facebook, and turn them into an audiobook podcast. Get people interested in the stories and introduce them to other authors whose works you publish. Think of it as “if you liked this writer, you’ll love that writer” marketing.
Create a comic book. Back in the 40s, 50s, and 60s, General Electric produced a series of science-based comic books that were distributed to grade school kids up through the 80s. (I remember reading them when I was a boy.) And they recently hired new writers and artists to update their content with all new comic books. What’s stopping your company from creating comic books to help customers understand how your products work, or how to solve problems with the things you sell? There are plenty of small, independent writers and artists who would create some of the best comic art you’ve ever seen. (And given the fickle nature of the comic book industry, there are even several big-name veterans who are looking for work.)
They don’t even have to be superhero stories, but they can be illustrated explanations and conversations between two characters. Check out Gavin Aung Than’s Zen Pencils. Gavin takes great speeches and short essays by notable artists and thinkers, and turns them into long single comics, which are both moving and interesting. I’ve shared a few of these with my youngest daughter who desperately wants to be an artist. (His Jack Kirby comic/poster still makes me misty.) Think of these as comic infographics.
Start a small magazine about your industry. What if you could outperform the trade association journals in your industry? Better yet, what if there isn’t a trade association journal for your industry? Think about how much credibility you and your company would have if you became the voice of your industry. Imagine sharing the journal of your industry with your potential customers. Talk about a credibility boost. While everyone else is rocking a once a week blog, you’ve got an entire magazine devoted to solving your customers’ problems. This is going to make you be seen as one of the leading experts in your entire industry. Joe Pulizzi has done this with the Content Marketing Institute, publishing Chief Content Officer magazine every month, and is now regarded as the guy for everything related to content marketing.
Start a podcast. More than 57 million people in the U.S. (or 21% of the population) listen to podcasts at least once a month. That’s the same number of people who use Spotify; 13% use Twitter. What if you could only get .01% of that audience? That’s 5,700 people. That’s quite a sizable audience, especially if you’re in a niche B2B audience. Even 1,000 people would be outstanding, because that’s 1,000 people who are listening to your radio-show-that’s-secretly-a-commercial week after week.
And, a podcast is an ideal selling tool. You can invite potential customers to be interviewed on your podcast, which will intrigue them more about your company. They may not be interested in talking to your salespeople, but they’re more than happy to take a call from you about being on a podcast. Who knows how the relationship can develop from there? Even if they don’t take those sales calls, you can bet they’ll pay attention to your company even more after you interview them. (And if they become regular listeners, then they’ll be listening to your radio-show-that’s-secretly-a-commercial week after week.
Better yet, can you sponsor a radio theatre podcast? Decoder Ring Theatre in Toronto has produced some of the best radio drama in the vein of old-time radio heroes and detectives, and they reach several thousand people. (Disclosure: They also produced five of my radio theatre scripts a few years ago.) Other podcasts, like Canadaland, Grammar Girl, and Marketing Over Coffee, reach tens of thousands of people, and they’re sponsored by different consumer brands, like Casper Mattress, Audible Books, and MarketingProfs.
But what if you were to sponsor a podcast in the same way soap companies sponsored radio dramas in the 1930s and 40s, which later became our modern soap operas. Imagine having a bi-weekly or even monthly radio drama that drew in thousands of listeners just because they wanted the story? The audiobook industry is already a billion dollar industry, and I believe the audio theater industry could be a big part of that. There are already a number of popular audio drama podcasts. And while they may not be wildly popular, they still reach a devoted audience every week or month.
Content marketing needs to travel beyond just blogs and white papers. It needs to be more than the same old, same old that every other B2B content creator is trotting out to its customers. If you want to truly stand out, try something that’s so unusual, it will stand out just by virtue of being one of the first companies to do it.