But first I thought it would be fun to look at some reasons why some companies don’t think content matters. From the hallway and lunch table conversations I noted, these issues are fairly commonplace.

1. Your boss, or your boss’s boss, is unfamiliar with the term Objectives and his friend, Goals. Look, squirrel!
2. Internal politics is so wound up that content everybody’s concern. And nobody’s end-to-end responsibility.
3. Code and programming are specialized skills. It’s not necessary to hire someone to come in and write. Janis could probably handle it. Did you check with her?
4. We spent a lot of money on the corporate brochure and web site a few years ago. Still waiting for that to pay off.
5. Sure, a new website is on our list of priorities. It’s just that everybody really needs to focus on sales right now.
6. We have just the one website, and it only has a few pages. Anything more is overkill, really. Plus we’re in the book and go to the major conferences.
7. The company’s been around a long time. Everybody knows us already.
8. We’re a manufacturing company (distributor/niche services provider/soup kitchen, whatever). We really don’t have that much to say.
9. There’s no way to measure that.
10. We spent the last of the marketing budget for this fiscal on these great thumb drives for Sales to hand out in the field.
11. Pretty sure our competitors aren’t worried about content.
12. Our information changes so fast because of the industry and product development cycles. There’s no practical way we could keep up.

Tongue-in-cheek, of course. Well-planned content that’s clear, useful, and relevant is indeed important to business because of the myriad ways it (and the supporting values system) matters to customers.

What reasons would you add? What other excuses or fallacies have you heard that gave you a <headdesk> moment?

Ovation Interactive stands squarely in the Content Marketing crowd, believing that content is more about being a customer’s helping hand than about selling them the next big thing. An element of the content marketing philosophy is that by sharing information that will add value to consumer lives, inform their decision-making, offer a ‘take-away’ that increases convenience or comfort, provides topical insight, and is otherwise generous, consultative, and outward-focused, a brand will experience blooming and beautiful by-products:

1. Customers receive more signal, less noise. More of what the brand continues to say may break through.
2. Positive feelings start to emerge thanks to the perception the brand is paying attention to customer needs/wants.
3. Customers begin to share their newfound groovy experiences with others. Folks they trust, people they want to convert (hey, we all want to be the guy that helped our neighbor out of a jam).
4. Magically, organically, your brand gains momentum among its existing audiences/targets, and others they know that are in the market. No endorsement is more powerful than peer-to-peer word of mouth.

So we’re challenging marketers not to push overt ‘me’ messages, and instead tap into what gives ‘you’ a warm & fuzzy. Sounds crazy, but it’s true. Give ‘em what they need, and they’ll stick around. It may mean operational changes, re-jiggering some plans, or convincing the old guard it’s time for a new trick. But you gotta do it, or suffer the consequences: irrelevance and erosion.

In this video (which is, admittedly in part a self-promotion video for our company) we’re taking a fresh approach with our challenge for B2C marketers to reconsider their traditional approaches and methods.

We’d love to know your take – on the creative execution, message, and philosophy.  Looks best first-generation HD on a 42″ display (I can totally hook you up…), so consider this my disclaimer on Web-quality, small-format video (or try it here on Ovation’s Viddyou page).

Note: In case it doesn’t come through clearly enough, with my links here I’m saying: 1) I’m down w/ Hubspot’s lyrics that TV, Direct Mail aren’t cutting it the way we used to think they did 2) Todd Defren simply rocks, 3) Chris Brogan in pursuit of a “well-balanced marketing meal” is spot on and 4) with my comment (and Dave Fleet’s reply) I maintain that there is no single magic marketing bullet (every channel has its place and purpose), perhaps we have to reconsider the weight and message within each (yes, Dave’s post was a slightly different media beast, but I took the liberty with a side road that I think applies).

Right now I’m writing a lot of content for a new Web site, and along with trying to be mindful of keywords and writing for the reader, I’m thinking about ways the site can add value to the visitor’s experience. Maybe that’s not entirely a separate goal itself (some aspects support/enable content writing), but it’s important enough that it can’t be tertiary.  Frankly I think trying to ensure a quality experience is a tall task -  one I’ll have to improve with iterations and tweaks.  I am, however, trying to make these 5 points below my editing filter for a ‘first pass.’

C'mon in!

1. Good Content Is Like A Standing Invitation to Visit.  You know you’re wanted. You know they’ve considered you (and others like you) and have arranged their space, their resources, their approach to make your visit seamless.
2. Good Content Is Naturally Comfortable.  The conversation isn’t forced, the exchanges feel genuine, and they’re interested in what you’ve been doing and what your needs are.
3. Good Content Leaves You Feeling Good. It’s reassuring, even informative or instructional. They give you a metaphorical hug by helping you find your way and what you need, even become unburdened.
4. Good Content Has You Looking Forward to the Next Visit.  Like a respite from a storm, good content reassures  your choice to visit and experience and makes you ask yourself ‘Why did I wait so long? They were just what I needed.’
5. Good Content Is Something You Inherently Share.  Strong positive feelings aren’t ever bottled, can’t be contained.  When you’ve had a good visit, learned something new and made some decisions (or reaffirmed old ones), you share it with others that matter to you.  You share something authentic because you wish the same (experience) for them. Chances are, your words will factor into their actions and decision-making.

And that is what content marketing is all about, in my opinion.  What do you say?

Ovation began eight years ago using its software to enable theatre owners to recognize incremental revenue by selling preshow digital advertising. Ready-made, attentive audiences of somewhat predictable demographics can be a powerful outlet for local advertisers in search of low-cost, creative message distribution channels.  Ovation distinguished itself by providing failsafes and mechanisms to track missed spots, eliminating generalized or best-guess makegoods that could cut into theater owners margins. In addition to the software, Ovation also provided the professional creative services necessary to develop the spots. In essence, beyond the initial start-up investment and nominal annual fee, the entire operation was turn-key for theatre owners.

While the theatre business segment has been a strong one, last year Ovation owner Mike Svoboda began to consider the potential application of the software product in different venues where like-minded consumers congregate. So began Ovation’s expansion into the only media outlets thriving today:  digital out-of-home.

My contribution will be in several areas: corporate communications and marketing, business strategy, and professional services development.  I couldn’t be more excited; I see these areas in a Venn-like diagram with brand development and stewardship at the intersection, in both internal and external (client) capacities.

I anticipate that we’ll be in “explorer” mode in the digital out-of-home (OOH) arena for awhile. Developing  a deeper understanding of the players, industry and trade groups, and determining our fit. One of my goals will be to see Ovation steadily rise to hold a respectable thought leadership position–i imagine less concerned with technology innovation and more so with consumer relevancy of the content.

Thanks to some very smart and talented folks I’ve had the pleasure to work with, I’ve long since been a believer in what I call the “content entanglement factor.” While it manifests itself somewhat differently in a Website context, the main principle is very applicable for OOH media: if you hope to effectively reach consumers today, with a goal of influencing their purchase considerations, you must switch from ‘advertising’ mode to ‘content marketing‘ mode. Content marketing is the key to informing consumers, educating them so that they might be equipped to make informed decisions, and packaging your messaging to entertain so that they enjoy the experience.

That’s relevancy+emotional connection, folks. Staples in a recipe for success.

So while the Ovation team has a lot of work in front of them, both internally and externally, I’m incredibly excited about the potential and possibilities that lie before us. Despite the negativity heralded across every trade pub I’m skimming today, I’m feeling like it’s actually a good time to be a marketer.  Ingenuity and passion can create lemonade from lemons.

I’m anxious to hear your thoughts: on my move, on digital OOH, on content marketing, on being a marketer today. Please make some time to comment!  Thanks!