Sunday, February 20, 2011

How to Make Supply Chain Management (and your product) Funny

Killer content must be:

  • Relevant
  • Interesting
  • Informative
  • Entertaining

Entertaining? Yes, according to the new book "Content Rules" by Ann Handley and C.C. Chapman.

I couldn't agree more.

Think about it, as more and more companies adopt marketing automation, more of the content we all start receiving will be relevant. Geez, when everyone is relevant, now what? Now how do you get their attention?
 
Get ahead of the curve as an early adopter of marketing automation by ensuring your content is interesting, informative AND entertaining.
 
WHERE TO BEGIN?
So question #1 is which content should I focus on making entertaining? The answer is, which content is currently converting the best? (For those who have adopted Revenue Performance Management, which content is producing the most revenue?
 
I took a poll of our own Astadia marketing content and here's what I found.
 

Video outperformed all other types of content by a large margin. In fact the least-watched video still outperformed the best viewed non-video asset by a mile. In addition, we found that:

  • Those watching a video watched more than 1 video
  • Video links got higher SE results than whitepaper, case study or other asset links
Which of your assets currently work the best? Is it video as well?

So why are videos so popular? I think for two main reasons:

  1. They take very little effort to watch (unlike Case Studies or Whitepapers)
  2. Smart Phones make it very easy to watch video, and Smart Phone useage is exploding
So how do you make an entertaining video? Here's a perfect example:

  • COMPANY: Kinaxis, Inc. A Supply Chain Management Company
  • CHALLENGE: Tell potential customers how simple their Supply Chain Management Solution is to implement
  • POSSIBLE SOLUTIONS: Write a white paper or a case study.
  • FINAL SOLUTION: Create a funny video instead:

https://community.kinaxis.com/docs/DOC-5353

 

 Once you've watched the above video, check out the follow-up video. It's even funnier!

https://community.kinaxis.com/docs/DOC-5415

I would very likely forward these videos to friends and colleagues (just like I'm forwarding to you).

As more and more B2B companies begin to "see the light" and adopt marketing automation, it becomes more important than ever to stand out. Being relevant won't be enough anymore - it's probably not enough now.

I highly recommend reading Content Rules. It's an excellent tactical how-to guide in creating your own killer content.

Visit my brand new website and learn more about content marketing.

Steve Kellogg
-Demand Generation/Marketing Automation Consultant, Astadia
-Eloqua Certified Marketing Best Practices Consultant

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2 comments:

  1. Steve, thanks for the post. I'd like to check out the Content Rules book, it seems like a valuable resource. I agree that making content relevant *and* amusing is key, but hard to do. One challenges marketers have in creating video content is that it can be expensive. If you have any tips on how marketers can keep the cost of video content down let me know, I'd love to hear it.

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  2. The essential step moving forward to improve your salary is to get acquainted about what exactly is this supply chain management. For majority of the manufacturers and distributors, Supply Chain Management Courses

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