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Why the single biggest threat tocontent marketing is content marketing.and how building a Great Content Brandwill help you...
Do the math.Content marketing hastaken off.
Nine out of ten B2Bmarketers will beproducing much morecontent next year thanthey did this year.       The tenth is cluele...
Most of these will produceeven more content the yearafter that.
.           .           .           .This creates some real      problems.
The first is a contentmarketing skills gap.B2B marketing departmentsneed to build out theirinternal content teams.
SEO agencies are becomingcontent marketing shops.
Social media agencieshave discovered content asthe new social lubricant.
Every B2B marketing agency iscramming the word ‘content’into everything they do.                     Making us old-timers ...
CopywritingAgencies          Videoare now           productioncontent farms.    companies      Contract                  a...
All of them needpeople and all of themare already strugglingto find the right talent:         People who ‘get’ content,   ...
Again:Do the math.
Lots and lots and lots   More Content.    From more and more sources.From a pool of inexperienced contentcreators that are...
We’re all about to be buried in
‘Me-too’ blog posts.Three-sentence ideas pumped up into 36-page eBooks. Video interviews that mightas well be subtitled, ‘...
This doesn’t just suckbecause we’re allgoing to be targetedby all this drek.                         It sucks because     ...
After all,a main sourceof the power ofcontent marketingis that it getsprospects to lowertheir Marketing      Long enough,D...
But when the Content Effluent     Deluge begins (many would say     it already has), people will start to     invoke those...
If you’re in the business of         the kind that really helps           people do their jobs;         the kind that ente...
The weak content will look                from the outside a whole lotTo make         like the good stuff.things worse,   ...
And that will make them much morereluctant to trust the next content thatcomes along.                              Your   ...
It’s inevitable.Less traffic.Fewer page views.Fewer opens, click-throughs, downloads, form fills.Fewer leads.Less revenue....
But we won’t all suffer this fate.Some of us will be protected against it.
Some of us will findour traffic and openrates and downloadsand revenues actuallyincreasing – againstthe market trend. Who ...
The winners in the Post-Deluge erawill be the companies thatbuild something precious.
The winners will be those who build  Great Content Brands
Great.            Content.           Brands.‘Great’           ‘Content’          ‘Brands’ because you       because this i...
A Great Content Brandis a brand that’s famous forproducing intelligent, usefuland entertaining content that’salways worth ...
‘Well-known’                                                                       is not enough.                         ...
Six Principles ofGreat Content Brands
Six Principles ofGreat Content Brands             Be the buyer             Everything starts with their             challe...
Six Principles ofGreat Content Brands             Be authoritative             Stay in your Sweet Spot, where             ...
Six Principles ofGreat Content Brands             Be strategic             One-off content islands             don’t add u...
Six Principles ofGreat Content Brands             Be prolific             Content Marketing is a marathon             not ...
Six Principles ofGreat Content Brands             Be passionate             If you don’t care about this stuff,           ...
Six Principles ofGreat Content Brands             Be tough on yourself             You’ll know if you’re being lazy.      ...
If you builda Great Content Brand,you will never struggle   £to get your stuff read.Your Return on Contentwill always rise.
Because peoplewho consume yourcontent really like it.And they share itwith other people.                  Who also really ...
There’s an added benefit.Remember the skills gap thatkicked off this whole rant?Well Great Content Brands alsoattract grea...
Finally, a Great Content Brandwill throw a bright, clear lighton your main corporate, productand service brands.Just as su...
Let’s not kid ourselves,Building a Great Content Brandhas always been hard.Today — with all the pressureto produce more an...
But as the Content Effluent Delugegets nearer and nearerbuilding a Great Content Brandis also more importantthan ever befo...
A thought experiment.Pull out that pocket compact you havein your handbag or bottom drawer.Flip it open and look in the mi...
If the little round face in the mirror says,‘The latter’, close the compact and go revisit your strategy.                 ...
But if it says, ‘The former’,then may the light of a thousandbeacons shine on your career.                  “I’m building ...
£    $                                             €        $                                      €                      ...
Bottom line:The Content Deluge is approaching.Raise your game, build a great contentbrand or prepare to get soaked.
Thank you.
Some more content you may like.The B2B Marketing                  B2B Content Marketing The B2B Content                   ...
Velocity is a B2B content marketing agency.We help great companies capture all they knowto delight the people they need to...
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Six Principles ofGreat Content Brands Crap. The Content Marketing Deluge.

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Six Principles ofGreat Content Brands Be passionate If you don’t care about this stuff, why should anybody else?

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