Customer Experience Trumps Content Marketing

Content Mind Map
Image by MindMapInspiration

More and more voices state that content marketing overhype has jumped the shark. They’re right. As a primary strategy content marketing is overhyped. Instead, brands should focus on customer experience marketing.

Before we go too far, let me say I love content, all forms of it, too, not just online, but events, print, and music, just to name a few. Brand developed content (cough, advertising) offers a great tactical toolset, one of my favorites.

That doesn’t necessarily mean content marketing should serve as every company’s primary outreach strategy.

Why not just make Facebook your primary strategy? Should we have that conversation again?

A better strategic approach focuses on marketing tools as extensions of the brand experience.

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Tweet Bombs and Waterfalls

Salto Grande (Patagonia Waterfall)

Consider Sun Tzu’s historic words, “The onrush of a conquering force is like the bursting of pent-up waters into a chasm a thousand fathoms deep.

The one tactic that seems to have struck most folks from last week’s #hungertohope campaign social strategy was the Tweet Bomb.

Roughly 120 bloggers and online influencers kicked off the World Food Day campaign off with a tweet or three. A story may be too much, but a tweet is certainly doable. Collectively, it created a nice surprise, starting most people’s days with a strong call to help feed children.

The effort was immensely successful from our standpoint, especially given some of the weaknesses of the overall campaign, generating 500 tweets in whole. The Tweet Bomb was absolutely necessary for a fundraising event that had very little momentum beforehand.
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