The most popular article I’ve written thus far posed the question: “will content strategy save marketing?”
The question is being asked by marketing leaders at companies large and small. And it is being answered by thought leaders like Ardath Albee, Ann Handley and CC Chapman, by the emergence of experts like the folks at The Content Marketing Institute, and in blogs like Junta42 by Joe Pulizzi.
When I speak about content strategy, I often see eyes glaze over . . . until I show them the Eloqua Content Grid and talk about the amazing progress made by their VP of Content Strategy Joe Chernov. (They recently updated the grid to a much-improved Content Grid v2.)
So If you are looking for real examples of how to define and execute a content strategy, look no further than the visualizations created by Joe and his team…
In December, Eloqua and JESS3 announced The Blog Tree, where they went beyond a simple list of top blogs and instead created a “rich and playful visual” that showed the relationships between blogs in the marketing, PR and social media categories.
As proof of the power of inbound marketing, Eloqua reports that the infograph resulted in nearly a thousand tweets, hundreds of inbound links and 49 sales opportunities. Not bad for a piece of content.
When I saw it, I immediately went to their Facebook page to “like it” and request that I be added to the next one. And I was truly honored when Joe sent the email to me and the list of fellow bloggers earlier this week telling us that we would be included in the New Blog Tree.
The New Blog Tree states “The internet is saturated. Launching a blog today is a bold move. This infograph cheers those driven enough to introduce a new blog and remarkable enough to earn our attention.”
According to Joe, this new edition “curates 64 new blogs — sites launched after 1/1/09 — that have captured our attention. Because traffic alone is a poor proxy for success for a young blog, we’ve used Edelman’s BlogLevel tool as our grader. BlogLevel takes into account attributes like frequency and engagement, which aren’t inherently biased toward longevity.”
It also improves on the previous edition by adding interactivity. Each leaf on the tree is a link to the actual blog. (Thanks for the inbound link juice!)
So why are the Content Grid and The Blog Tree great examples of Content Strategy?
- They represent compelling content that helps meet the needs of their target audience (exposure).
- They help to drive community. In the case of the Blog Tree, the content itself represents a community.
- They create affinity for their brand without even talking about their brand. No sales pitch necessary.
- They provide incentives for sharing, amplification and self-distribution. No paid media required here.
- They are promoted in all the places where their audience shares content (slideshare, twitter, blog, Facebook).
- They are updated and extended based on feedback from the community.
- They drive real business results like sales opportunities through inbound links, shares and traffic.
So thanks to Joe and team for the inclusion. Congratulations to all my fellow bloggers who made the list. And I hope you find this example helpful as you think about the opportunity to implement a content strategy.
Below is a link to the interactive version of the Blog Tree in slideshare as well as an old-school list of the blogs included.
If you’d like to follow these bloggers on Twitter, you can also follow this handy Twitter list of the authors.
|Pop Chart Lab||http://popchartlab.tumblr.com/|
|Column Five Media||http://columnfivemedia.com/news/|
|The Inforgraphics Blog||http://www.infographicsblog.com/|
|Information is Beautiful||http://www.informationisbeautiful.net/|
|Making Data Work||http://visualization.geblogs.com/|
|It’s All About Revenue||http://blog.eloqua.com/|
|Cloud Net Suite||http://www.netsuiteblogs.com/blog/|
|The Employer Solutions Blog||http://blog.sageabra.com/|
|Simple Marketing Blog||http://www.simplemarketingblog.com/|
|Social Media B2B||http://socialmediab2b.com/|
|Content Marketing Institute Blog||http://www.contentmarketinginstitute.com/blog/|
|Savvy B2B Marketing||http://www.savvyb2bmarketing.com/blog|
|B2B Marketing Insider||http://marketinginsidergroup.com/|
|The Sales Lion||http://www.thesaleslion.com/|
|Brian Vellmure’s CRM Strategies Blog||http://freecrmstrategies.wordpress.com/|
|Helicopter to Work||http://www.jchernov.com/|
|Lies, Damned Lies and Statistics||http://liesdamnedliesstatistics.com/|
|Brass Tack Thinking||http://www.brasstackthinking.com/|
|Pam Moore The Marketing Nut||http://www.pammarketingnut.com/#|
|Pros in Training||http://www.prosintraining.com/|
|The Dragonfly Effect Blog||http://www.dragonflyeffect.com/blog/|
|The Change Agent||http://thechangeagentblog.com/|
|Villagers with Pitchforks||http://www.villagerswithpitchforks.com/|
|Chris Koch’s B2B Marketing Blog||http://www.christopherakoch.com/|
|A New Generation Marketer||http://kdmedianow.com/|
|Brain Traffic Blog||http://blog.braintraffic.com/|
|The Official Klout Blog||http://corp.klout.com/blog/|
|The Empire Avenue Blog||http://blog.empireavenue.com/|
|Likeable Media Blog||http://www.likeable.com/blog/|
|the “er” blog||http://smarterer.com/blog/|
|Tippingpoint Labs Blog||http://tippingpointlabs.com/blog/|
|Read Write Web||http://www.readwriteweb.com/|
|The Next Web||http://thenextweb.com/|