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Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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content marketing 101

October 9, 2011

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I talked with Content Rules co-author Ann Handley last week about content marketing. She shared this insight:

“With businesses jumping on the Content bandwagon, they have a tremendous opportunity to do some great thing, to connect with their audiences, to be creative! But instead I usually see press releases recycled as blog posts. Or Twitter stream full of broadcast ad messages. And the like.”

Many businesses adopt a Ministry of Information approach in how they communicate with their audiences. It’s an old-school model, where approved messages are disseminated in one direction.

Social media tools are a godsend to businesses with content worth sharing and a connection worth making. Yet those tools don’t work merely as amplifiers to a Ministry of Information model. The audience is no longer captive to three broadcast networks or a “For Immediate Release” press release. Content marketing only works when the content is valued by those who receive it.

Content Rules is a great handbook to get started.

I’d love to hear any examples you have of content marketing well done or poorly done.

Filed Under: social media

  • Paid licensing options include high resolution download.
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Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

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