Content Marketing Is Like a Bullet Train

Credit: NJ.com

Stop, go, pause.  Stop, go, pause.

Traditional marketing and most PR moves from one campaign to the next. You plan, implement, await  results, adjust and start over again.  

These traditional approaches are like a milk train chugging from point to point, stopping at all stations along the way.  The journey is slow and steady.  There is lots of shunting and grunting with station masters along the way putting themselves between you and your customers. The passengers continually hop on and off.

Content marketing on the other hand is more like a hi-speed inter-city bullet train. You step aboard for a journey with few planned stops until you reach your destination.  

There are no third parties between crew and passengers, and hopefully the passing scenery (your content) is so engaging your travelers enjoy the journey with time and kilometres flying by.

Related post:  Content marketing: why now?

Progress Of Open Government in Australia

My colleague Craig Thomler recently delivered this very insightful presentation. 

Open government progress in Australia from Craig Thomler

4 Reasons To Outsource Content Creation

Peter Yorke is among India's most experienced communicators

Content marketing may be new to Australia but elsewhere it is more established. Take India for example.

My friend Peter Yorke runs a very successful content marketing agency in Bangalore India.  We recently spoke about why a company might want outside help to implement a content management strategy.  

Peter has been helping Indian B2B companies - mainly in the tech space - develop and share content with customers and others. He has been doing this for nearly five years and has come the conclusion that outsourcing content creation and strategy carries distinct benefits.

• Firstly, outsourcing provides flexibility.  It lets companies scale their content creation activity up or down depending on their budget or what's happening operationally. And  it can provide the surge capacity if serendipity delivers an opportunity too good to miss.

• Contracting content creation guarantees customer service levels.  You're paying for a content asset (piece of work) tailored specifically for your audience.  Being a commercial arrangement you can be confident it  will come in on time and within budget, making things more predictable than relying on internal staff who, let's be honest, are often diverted off to other priorities.

•  An outside agency brings a fresh set of eyes to your operations.  They can spot a good case study for online publication or turn up a story to round out a speech although it's been sitting under the noses of staff for some time.

And finally, Peter points out that content marketing is still so new, CEOs just may not have the in-house talent to start up a content marketing strategy. 

What do you think?  If content marketing is all about relationships should you keep it firmly in-house? 

Listen to how Peter uses content marketing templates to guide staff and help clients. 

If Content Marketing Was A Train ....

Stop, go, pause.  Stop, go, pause.

Traditional marketing and most PR moves from one campaign to the next. You plan, implement, await  results, adjust and then start over again. Traditional approaches are like a milk train chugging from point to point, stopping at all stations along the way.  It is slow and steady and with with a lot of stops and station masters along the way putting themselves  between you and your customers.

On the other hand content marketing is like a hi-speed inter-city locomotive. You hop on and you're there for the journey.  The crew and passengers are together until they safely reach their destination and during their travels get to understand and appreciate each other. 

Related post:  Content marketing: why now?

  

50 Stats On Content Marketing

50 Stats You Need to Know About Content Marketing from NewsCred