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©Copyright Base One 2010 - The Great Content Marketing Experiment
An account o the real-time,one-day experiment that provedhow content marketing worksor B2B audiencesPublished: June 2010
Written by John BottomBase One
The Great Content Marketing Experiment
©Copyright Base One 2010 - The Great Content Marketing Experiment
The Great ContentMarketing Experiment
It all began when Joanna King o the IDM asked me to present a sessionon content marketing at the 2010 IDM B2B Marketing Conerence.It’s a big event, one o the biggest in the calendar or the UK marketingcommunity, with senior marketers rom many big business brandsin attendance. The theme or the event was: “Change is good”With such a distinguished audience, it seemed like the right stage todo something a little dierent. So, while I was asked to simply givea presentation on content marketing, one thought kept coming backto me: “I I’m going to stand up and give advice, shouldn’t I prove it’sgood advice by actually doing it?” So that’s what we decided to do.Thus, the idea o the Great Content Marketing Experiment was born. In oneday, I was not only going to stand up and tell a roomul o senior marketershow to do content marketing, I was also going to prove it by managing abespoke content marketing campaign in one day. The aim: 1,000 clicks.The original presentation was to be a list o the stepsI would recommend to any marketer embarking on acontent marketing exercise. They were as ollows:based on the knowledge you have that other peoplewould like you to share. Make it valuable.content marketing aim is oten described as ‘creating contentso good it has to be shared’. That will never happen unlessyou make content so attractive it has to be clicked on.in the most ertile online soil. I it’s good enough, content will spreadanyway, but maximise your results by targetting the right places.
How 19th May 2010 proved that contentmarketing gets real results – in real time
How to do great content marketing
©Copyright Base One 2010 - The Great Content Marketing Experiment
Not everyone wants text, not everyone can use video.So the theory was simple. You create good content that has avalue to others, you present it in a way that makes it attractiveand easily consumed, and put it out where people can nd it.But because we wanted to show a roomul o people that this was nota little. The target o 1,000 clicks seemed reasonable until a colleaguereminded me that it normally takes six months. We had 24 hours.Here’s how we did itThe best way to approach content marketing is to scour your organisationor the people who really know stu. It might be the sales guys whoknow the market, or the lead engineers and technicians who reallyknow the detail about the technology. Whichever way, the importantthing is to nd out who has the expertise and encourage them toshare it. This is the basis or all successul content marketing.Where was our expertise? Since this was such a major event, we werelucky enough to have some very experienced marketers in the room withus. So there was an obvious way orward: tap into their knowledge.So we drew up a question that was sent to each delegatewell in advance o the event. We asked:
“What is the singlebiggest beneft o social media to your brand, and whatis the single greatest obstacle to achieving it?”
“The target of 1,000 clicks seemed reasonable until a colleague reminded me that it normally takes six months. We had 24 hours.”
The content
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