Content IS your Brand

Because of Google – everyone today has access to research that we have never had before. So when you are considering a purchase what’s the first thing you do – Google it. Therefore shoppers (B2C) and buyers (B2B) are armed with more data than ever before and its going to get worse thanks to social media.

In Web 1.0 we saw companies create websites as outposts of their companies and immediately everyone had to have one. But in today’s Web 2.0 world all you have now is your content.

I used to hate hearing in the Web 1.0 world – content is King. But you know what? It came true. It’s been a game of whoever can create the most content wins.

Everyone is into thought leadership, custom content, podcasts, videocasts, community – which I think is great. And this hasn’t gone unnoticed – recent B2B Magazine article mentioned the top M&A target is a marketing company strong in integrating custom content and live events!

So what? So that means the entire first experiences of your brand online are all around the quality of content you put out there AND what people have to say about it. It’s time to crank on the quality of your content machine not just the quantity!

7 comments to Content IS your Brand

  • Joe Pulizzi

    Amen brother! Couldn’t agree more.

  • Martin Edic (techrigy)

    Here’s a scenario I see coming: Marketing only consists of users championing a product or service and brand owners only supporting and providing information to those champions.
    No more advertising. No more brand development and broadcasting. No more research or focus groups. Everything will be out there is the social layer for potential buyers to find and parse for themselves.
    An entirely new marketing paradigm- or perhaps the oldest: “What’s the word in the marketplace about X?”

  • Paul Dunay


    WOW – very interesting perspective

    I am inclined to agree with you and I love absolutes like these

    I gotta believe there will always be some “traditional tactics” much like tellers never went away when ATMs came about – but I agree we are moving to a new marketing paradigm

  • georgiana meleandra

    Your perspective is giving me the feeling that in the near future we will be able to talk about CONTENT INDUSTRY, where content developers will emerge… and, why not, content filters will be created. In this context the Google research system will be such a primitive tool….

  • Lindsay Willott

    Paul, I am in broad agreement with this – although with a major caveat. Whilst I agree with Martin that the social web has enabled the oldest paradigm to come back – (ie. does X company have a great reputation?)I think that brand (especially in B2B, my field) is the sum total of the interactions you have with, or about that company.

    As a result, it can’t ever just be what people say. This will affect leads flowing in to the business, absolutely, and marketers need to get better at understanding how quality of content can help them, something I argue here, but it can’t affect the experience they have when they interact with the company in some way – virtually or face to face.

    BTW, there’s a fantastic white paper by Harvard Business Review on their site Understanding What your sales manager is up against(link to it here) which discusses why and how the power is shifting from the salesperson to the consumer. The last two paragraphs are particularly enlightening – highlighting how a company lost control (and leads) when it put information about its products on its website. This effect is only magnified by web 2.0

  • Paul Dunay

    @ Georgiana – that’s why I love to read other blog posts – like you I get to “see” things in their posts that perhaps the writer didn’t see as they were writing it. This is a classic case of that so thank you for commenting.

    yes I absolutely see (now thanks to you) an INDUSTRY around content beginning to form.

  • Joe Pulizzi

    @Georgiana…actually, the industry has been around for almost 100 years, since John Deere first released a newsletter to their customers (called the Furrow). Now that industry is in excess of $30 billion dollars (most of which is insourced instead of outsourced to content experts). With the increases in accessible technology, this industry is starting to accelerate like nothing we have ever seen.

    All companies are now (or need to be) content creators. As Paul says, without content, or trusted information, how do we add to the conversation that helps define our brand.

    Great comment…got me thinking.

Leave a Reply

You can use these HTML tags

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>