The Content Marketing Handbook (2015)
priceonomics.com
The Content Marketing Handbook (2015)
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Re: The Content Marketing Handbook (2015)
#2What happened to priceonomics? I feel like I used to see their stuff around all the time and then it just stopped?
Re: The Content Marketing Handbook (2015)
#3Discussed back then: https://news.ycombinator.com/item?id=10706228
Re: The Content Marketing Handbook (2015)
#4What happened to priceonomics? I feel like I used to see their stuff around all the time and then it just stopped?
Founder here! Several years back we focused solely on our data content marketing agency referenced in this post. We produce content, but isn't the sort of stuff that's going to end up on hacker news.
Re: The Content Marketing Handbook (2015)
#5What happened to priceonomics? I feel like I used to see their stuff around all the time and then it just stopped?
Founder here! Several years back we focused solely on our data content marketing agency referenced in this post. We produce content, but isn't the sort of stuff that's going to end up on hacker news.
glad to hear you're still around :)
I'm about to launch a content-based business (technical tutorials) and priceonomics was definitely an early inspiration! Also loved "everything is bullshit"
Re: The Content Marketing Handbook (2015)
#6So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years...
For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars, etc etc by venture backed startups. Every conceivable genuinely valuable shareable topic has been sliced and diced a thousand ways into mush. Nothing we could possibly produce comes close to what other teams have already drafted, years ago now.
In my career people often bring me in as the creative "ideas" guy, but this task of coming up with content when there's so much noise to compete with... it's broken me. Never in my life had I stared at a blank canvas and felt so lost. Coming up with absolutely nothing.. every idea just feels like cheap regurgitated garbage.
That's a long way of saying, I think this marketing channel, for B2B at least, is kind of tapped out. Or maybe I'm tapped out. Probably the latter?
Re: The Content Marketing Handbook (2015)
#7So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…
People crave genuine content. They're bored of the high production stuff designed for easy shares, SEO, pleasing everyone, and being as bland as possible.
Connect like a human.
Re: The Content Marketing Handbook (2015)
#8So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…
People crave genuine content. They're bored of the high production stuff designed for easy shares, SEO, pleasing everyone, and being as bland as possible. Connect like a human.
Yea one of the ideas we're dabbling with is simply interviewing members of our team on various topics, and posting the interview transcript (our team is fairly camera shy)
Re: The Content Marketing Handbook (2015)
#9So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…
What is your industry? I am confident it is far from being taped out.
Re: The Content Marketing Handbook (2015)
#10So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…
I find that there is a lot of noise out there. You know the content with a lot of words but no message. Somebody has to create the "signal". You can create content with signal by working with people doing real work and stepping into the shoes of your customer. This is the job of so-called customer success people but they often don't have the opportunity to be in the shoes of the customer. I was a customer of B2B products (software and hardware) and I rarely found content that was meaningful. But there was a lot of problem solving in our internal daily meetings that could be used as content. But that material was not exposed to the sales/marketing people of the vendors. Some of that material was also something many companies would be unwilling to disclose. For example, companies are unwilling to admit that their product is not a good fit for so and so application. They continue their "messaging" as a product good for everything. The average sales and marketing person doesn't have enough context, knowledge or insight to understand that sales pitch doesn't work. I would find an occasional sales person who really understood the issues and would quickly develop a rapport with us and be successful in getting our business.