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04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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Content Marketing Network
• Google• Traffic Arbitrage• Culture• Information and Brands• Reputation and Algorithms• API’s• Perfect Storm• Idea: Create Content Marketing Network• Content Marketing Network Network Benefits
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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• Google’s dominance is reshaping online commerce and marketing:– Google share of search traffic > 70%. – Google’s stress on content flooding web with keyword dense
content: • Bruce Clay et al. teaching same lessons to anyone with tuition. • Keyword density tools such as WordVision = sophisticated and
ubiquitous. – Google’s algorithm changes favor nimble, flexible platforms with
regularly changing keyword dense content.– Google looks for authority and measures it by:
• Inbound Links and reputation of those links.• Keyword Content and “On Page” factors.• Traffic and user metrics (how long, what do).
04/07/23 Martin’s Marketing Bloghttp://scentTrail.blogspot.com
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Traffic Arbitrage
• Traffic arbitrage sites such as About.com and AskMen.com add thousands of words of content from multiple authors every day. – Site architecture and Content designed to gain search listings.– Search traffic sold to advertisers.
• Traffic arbitrage is high margin after initial costs because:– Platform is largest investment.– Use of platform lowers investment cost per content created.– Content becomes self fulfilling and beneficial
• More traffic truly leads to more traffic, more listings, more revenue and lower costs.
– Ability to create new “products” (articles or content) is infinite and inexpensive compared to manufacturing or distributing hard goods.
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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Culture
• Culture is also shifting (chicken or egg who knows):– DIY (do-it-yourself) = reality with “free” tools. – Word-of-mouth and social networks = key.– Consumers difficult to reach with traditional marketing (tv,
print). • DIY Trend super fueled by new tools:
– Free Social network sites such as Facebook.– Free Word Processor software (Google Docs).– Free Blogging software.
• Web’s ubiquity and morphing delivery systems (phones, tv) changing marketing:– CraigsList = destroys classified ads destroying newspapers. – Hulu’s free TV = one of web’s fastest growing sites.– SKYPE = free long distance using voice over internet. – Apple iPhone goes to 10MM units sold in months inspiring
other handheld manufacturers to emulate “always on” connection to web.
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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Information and Brands
• Steven Johhson’s book Everything Bad Is Good For You argues:– Complexity is new baseline. – New Tools (Google and video games) increase capacity to handle large
amounts of information. • Capacity to manage more information is greater, time is not.
– The Attention Economy = time is new currency:– 3,000 to 5,000 commercial messages seen by every adult every day,
millions of ad messages by 30. – People must shut out advertising messages:
• Reviews more important than Feature / Benefit copy. • Word-of-mouth = best and hardest to get advertising. • All marketing battle for hearts and minds • Ability to buy no longer special • Able to buy anything at anytime from a number of sources.
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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Reputation and Algorithms
• Brands provide short hand to parse mountains of consumer information • In some ways brands are weaker:
– Become vulnerable to price snipping thanks to free review, reputation and ranking tools.
– Easy to find (Amazon.com, BizRate, Epinions) reputation algorithms mean everyone knows everything simultaneously.
• One effect of DIY culture may be reduction in brand loyalty.– Recent CMO Study shows consumers less loyal to many consumer
packaged brands during recession. • Reputation as expressed in algorithms = key to long term marketing
success. • Law of large numbers (more information, more reviews) creates a higher
baseline (one negative review can’t sink the boat or brand).
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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API’s
• Software development too is changing:– More “open source” applications.– Application Program Interfaces (API’s) allow building with other people’s
tools (OPT). – New software provide API’s for survival:
• Can’t create enough variety fast enough on their own. • More Applications = more scale = survival.
– Use of API transfers familiarity and legitimacy. – Free and open source are move viable than ever before.– Free = philosophical shift.
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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Perfect Storm
• Marketing is in a perfect storm:– Traditional tools costing more, delivering less.– New tools (Facebook) launched, but not scaled.– Winners uncertain.
• Some marketing rules do not change:– Do marketing first.– Purple is important. – Exclusive is a currency. – Customer service = very important.
• Cash register for other marketing not sustainable (Google doesn’t care). • Online marketing strategy must change.
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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Idea: Create A Content Marketing Network
• A Content Marketing Network is…– Loose affiliation of content creators using flexible web-based tools to
create and edit content. – An emergent system with little centralized control over what content
is created or how it is edited. – A community ruled, for the most part, by social stigma and wisdom
of crowds.– Formed around a particular topic or issues shared by commercial (e-
commerce web sites or companies) and noncommercial (nonprofits, colleges, university) stakeholders.
– A shared resource possibly created by a “sponsoring” agent or company but dedicated to advancement of human issues and ideas not a single company’s profits or standing.
– Not traditional marketing using some other means. – Managed for greater good as judged by community leaders.
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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E-Commerce Content Marketing
Evolution of the Web
Time Now
Content Marketing Networks
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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Idea: Create Content Marketing Network
- Dictionary / Wiki
- Forum
- Professionals & Experts
- Magazines (monthly editorial feature)
STORE
- Other Sites
- Wholesale & Other Web sites (SI, RX)
- Buzz Team Profiles and Reviews
- Blogs
SUPER PARTNERS STORES
Colleges & Universities -
Seminars -
Mash Up Content -
Contests& Games -
Local Search (city & state) -
Lifestyle -
Social Networks -
Content Marketing Network
Personals -
04/07/23 Martin’s Marketing Blog http://scentTrail.blogspot.com
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Content Marketing Network Benefits
• Reduced content creation costs.– Users create content in an emergent system.– Costs distributed across a network.
• Increased organic listings and traffic they bring. • Flexible, responsive, constantly changing “content world”.• Hard for competitors to duplicate quickly. • Important source of market intelligence. • Increased brand awareness as “sponsoring agent” and Network backbone.