The Secret Is Out: This Marketing Strategy Will Be Ignored No More

I can remember the crazy looks I would get back on ’09 when I would talk about CONTENT, CONTENT, CONTENT!

Business people just couldn’t wrap their head around how CONTENT could generate sales, leads and referrals.

It takes less convincing today and will take even less tomorrow.

Content marketing is hot:

Today, I get calls from people asking me about content marketing.  What the heck is it?  How do I do it?  I think my competitor is doing it.

I go to meetings where other people are talking about content strategy.

But content marketing isn’t new.

Smart marketers have been practicing it for years. Actually, decades.

The Furrow is still published by John Deere todayIn 1895, John Deere launched The Furrow, a magazine that was intended to educate farmers about technology changes and best practice in farming — and John Deere products happen to be a very big part of that technology and best practice.

The Furrow is still published by John Deere today.

Educate, inform, inspire, assist, entertain.  All viable goals for a content marketing strategy.

But the Internet changed the logistics

Geniuses like Bill Gates realized the advantages of the Internet immediately.  Gates penned this in 1996 in an article entitled Content is King:

“The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet.”

We don’t need to print a color magazine for our customers and prospects.  We have WordPress.

We don’t need to put costly stamps on our content and mail it for distribution.  We have email, Facebook and Twitter for distribution.

In fact, you would be crazy to begin a content marketing strategy today without an Internet component.

The eyeballs are online.  Your customers are online.  They want you to lead them.  Teach them.  Inspire them.

They want you to provide the content needed to make purchasing decisions.

Content marketing may be the new buzz word but it’s just business as usual for entrepreneur’s that realized it years ago.

Are you in?


  1. Russ, you’re right. After preaching it for years and seeing the results of clients that have done it, it still blows me away that (armed with all that positive data) business owners still don’t do it.

  2. I love it. I am dying to launch my site. Very frustrating wanting to fly before walking. I’m an info junky. If I don’t share it (info) soon, I’ll explode. Thanks.

  3. Excellent Louie! What’s standing in your way?
    Russ Henneberry recently posted..The Easy Way To SellMy Profile

  4. I’m doing it Russ. No more delays. It’s gonna be crap

  5. Hit the nail on the head with this one Russ. Back in 2009 when I started my personal blog (largely thanks to your influence) lots of folks looked at me strangely. Seemed like a complete waste of time. Some considered such initiative even a “giveaway” of valuable information. One that I should’ve perhaps been charging for. Today, I’m extremely appreciated of the leap I took 3 years ago as it’s contributed largely to an accelerate career and opportunities. If anything new relationships have emerged as a result of this type of initiative that are simply and invaluable asset.

    Thanks for all your great insights!
    Ivan Temelkov recently posted..Using Content Marketing Initiatives for SEO ImprovementMy Profile

  6. Thanks for the post, Russ! It’s funny: I was blogging (for myself and my forward-thinking clients) back in 2005. At the time, people couldn’t figure out what it was or why. Today, some of those same people are paying for blogs and trying desperately to play catch-up.

    I’d also add: It’s not just about words. The web was a text-driven medium for a long time but infographics and video are playing an increasingly large role (perhaps even a huge role in the near future) for content marketers who want to take advantage of all of the possibilities.
    Aaron Hoos recently posted..Copywriting and sales ideas for when your prices are higher than your competitors’ pricesMy Profile

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  8. A few years after and this post still makes a lot of sense. There’s no doubt that content marketing is an effective strategy to build a name for your brand or establish your website’s presence. However, what businesses should know is that content marketing takes a lot of time, effort and creativity. While you won’t get a lot of attention at the early stages of the campaign, doing it consistently will certainly pay off.

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