7. John Deere’s ‘The Furrow’
magazine.
Started in the late 1890’s it
helped farmers to learn
new techniques and most
importantly better ways to
be profitable when
harvesting the land.
“Feet on the ground,
eyes on the horizon”
8. Not only did this provide
farmers with relevant,
valuable and interesting
content but it positioned
John Deere as a thought
leader for those who
cultivated and harvested
the land.
This still remains relevant
today with a net revenue of
+$32Billion (USD) in 2012.
9. So…
What is the difference between
CustomPublishing & ContentMarketing
?
10. The term ‘CustomPublishing’ was created by traditional magazine
publishers as they needed a way to differentiate it from their core
publishing businesses which involved creating assets not for media
companies but for advertisers
In many respects this was possibly the wrong name as publishing is not
necessarily marketing and creating content to sell products or services
in its pure sense is ‘marketing’
11. The reason for the phrase
contentmarketing
is a result of the advances in technology and
the channels available for distribution and
consumer engagement
18. The reason…
What was once a process that involved journalists, copywriters and
photographers gathering content for custom publications, which were printed
on machines, manually operated by teams of people and distributed by
vehicles and handed out by people
is now a process which see’s anyone with a phone creating unique
and engaging content in less than a few minutes.
21. Our lives are full of disruptions
With the advances and advantages of technology and the ability to create and publish content
instantly, content in its marketing form has become its own worst enemy
Creating content to sell features or functions is adding noise to an already
distracting environment
It cannot be about you/us/or the brand
It must be consumer centric and relevant to their wants, needs and interests
25. It is information that people find helpful,
educational and thought provoking
done well it should establish and reinforce an
awareness, consideration and loyalty for a given
product, service or topic.
27. It is the art of marketing and selling a product or service by
ultimately NOT selling, but instead by educating, entertaining or
adding value to a target audience through the things that they like or
need to do.
28. Good
contentmarketing
should influence consumers in a way which makes them think and
behave differently.
It is not easy and it is not a campaign, it takes time and commitment.
It is an approach and business strategy that with careful planning and by listening
to consumers can have massive effects both now and for many years to come.
