Connecting the content marketing dots – SCN Encourager 5/9/14

Let’s connect seven dots and see if they bolster our understanding of content marketing.

(Be ready to bail me out here. This might be another one of my silly round-a-abouts.)

Here goes —  

• Dot 1
Did you know that the respected Marketing Profs team recently released its list of the “Top 50 Content Marketing Thought Leaders?” (How did you miss this?!? Whatcha’ reading, anyway?!?)  Michael Brenner (Business2Business Marketing Insider) was listed #2 on the list with rank score of 22. The 48 folks listed behind him had average scores of about 5.

• Dot 2
How did I learn about this? I saw Michael Brenner’s piece in which he expressed how honored he was to be named to the list.

• Dot 3
Is this actually a feat worth crowing about? I’m not sure. I’ve crowed about lesser achievements, that’s for sure. Besides, I’m still trying to wrap my arms around content marketing.

• Dot 4
So, what is content marketing? And can it help us market our schools? The Content Marketing Institute describes it this way: content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

• Dot 5
Hey, did you catch that phrase “delivering information…that makes… more intelligent?” Yowza! Isn’t this what we do everyday? As teachers and learners ourselves, we might be natural content marketers and not even realize it!

• Dot 6
How do we get started in content marketing?  What’s the first step? Can the #2 guy on the list help us? Or should we see what #1 Jeff Bullas has to say? He’s the one with a rank score of 100, so aren’t you curious to see what makes Bullas the #1 thought leader in this arena?

• Dot 7
Does Bullas really mean we should skip marketing and pursue problem-solving instead?
Yes. This is exactly what he means.

His article “Why solving problems beats marketing” is brief and on target.

He presents nine critical questions designed to sharpen our focus on content marketing’s possibilities for our school district’s schools and programs.

It’s easy to see why Jeff Bullas is the premier thought leader on the Marketing Profs list.

It sure would’ve been nice of him, though, to have asked my permission before he took this picture of my house. How embarrassing…

Oh well… what’s one more weekend project?  Hope you enjoy yours!

Tom Page, SCN