WEB MARKETING: Build it and they’ll come – Not on your Life!

Caution Readers: This perspective of web site is not from a web expert, but rather a marketing strategist who uses web as one platform of many in integrated campaign execution. The contents of this post are not meant to minimize the importance of a web site or the expertise needed to build and maintain a top-notch web site. No web sites were harmed in the writing of this blog post 🙂

Web marketing has been evolving at a rapid pace, even just in the 20 years that I’ve been a practitioner. From the outside looking in, it seems as if the 1990’s it was about having a website, buying domain names, and making the site “look good.” In the 2000’s it progressed to making the website work well, building dynamic content, investing in content management systems (CMS), and gleaning insights from “web data”.  This decade, the focus seems to have matured to responsive web design (RWD), personalization of experience, lead-generation, and full-blown web analytics.

When talking about business to business and business to government marketing the “end-goal” for many companies has been to drive traffic to their web site. Many executives and technical experts believe that if they put their content (aka thought leadership, offerings, capabilities) on their web site that the customer will do the rest.  While e-Commerce may have made this true for a spell in the business to consumer (b2C) world, and even in the commodities world of business to business (b2B) and business to government (b2G); it is no longer that simple in any market sector.  Even with the best search engine marketing (SEM) and search engine optimization (SEO) plans, companies cannot rely on “build it they will come.” Even “pull marketing” doesn’t work like it used to, with all the clutter and technology in the marketplace. Our customers (across sectors) have gotten quite savvy. Modern marketers need to raise the bar yet again… we need to 


What does THAT mean? It means that modern marketers need to develop content that can be shared and accessed on channels beyond our own web sites. I know what you are thinking… “I’ve been using other channels to get my message out for years.” I would challenge you on that (because I’ve been using tactics like pay-per-click (PPC), banner advertising, and social media for a decade or more too. However, I can tell you, that I’ve largely been broadcasting messages that are trying to drive traffic back to my company’s web site. Let’s be truthful, haven’t we all?

So, where do we go from here? We have to let our content live elsewhere. Let’s focus on engaging with members of our target audience and “starting the conversation”. Certainly if we want to do that, it is best to “meet the client where they are” and not expect that they will seek us out or flock like lemmings to our magnificent web sites and content.

After we engage them with meaningful and relevant content, and establish a rapport, only then can we hope that we have created enough value and credibility that they will come to our site to interact further with our content.

True, we may not be able to track activity (impressions, clicks, downloads) like we can on our own site. But certainly we can find new marketing metrics to capture and leverage as part of our return on investment story. Also, as modern marketers have learned in the past few years, the first interactions with prospects should not be “gated” (we should not be asking them to fill out registration forms to initially engage with our content.) Only after we’ve connected with them, can we as marketers expect our prospective clients to share their contact information with us and begin to truly engage with our brand.

Not only have marketing strategy and marketing technology progressed, but also our buyers / consumers have evolved as well. Marketers who are still operating in a “build it they will come” mode, will only have marginal success – it will truly be progressive marketers who “meet the client where they are” who will truly maximize the power of their marketing reach.


Good Content is Hard to Find: Ain’t THAT the Truth!!!

Content Marketing is the new buzz word in the field of marketing. Though, it isn’t exactly a new concept. Some of us practicioners have been marketing “content” for decades, we’ve called it “thought leadership” marketing. But, no matter what you label it – it WORKS – and it all hinges on one critical element – CONTENT!

This is where the rubber meets the road. In professional services firms, we strive to demonstrate expertise by planning and implementing integrated marketing campaigns that give our clients and prospects a meaningful insight that they would find valuable – CONTENT! However, as any of you struggling with the main ingredient for content marketing know—good content is hard to find!

I read articles and listen to presentations on marketing by the dozen. There is an overabundance of information out there, available to each of us, so how do you sift through it all? I choose to listen, absorb, and try on for size – what appeals to me. Reading articles such as “The Content Marketing Pyramid: Are You Hungry for Content?” , helped me realize that in an era where modern marketers are always held up by the constant need for “content” with which to market, curated content is a valid option. So, what “mix” of content is optimal? Not all content is created equal.

In his article, @TweetsFromPawan uses the Age Old Food Pyramid to talk about CONTENT mix. I think it is a valid framework and it has influenced my thinking. As a marketer, I have always pushed to create new, targeted content for marketing. However, in my personal “content” quest – I use “curated” content at least 50% of the time. Can “curated content” be credible to position the firm as well as ourselves? So alas, my first blog post…..

I will strive to take a solid position – and my position is YES, yes, a thousand times YES! Even B2B (business-to-business) and B2G (business-to-government) firms should be including a curated content strategy as part of their overall marketing strategy. As always we should take our lead from B2C (business-to-consumer) marketing trends, which quite possibly start with personal marketing trends (what individual’s with brands are doing/ saying publicly online).

Below,  I’ll outline my Pro’s and Con’s below, just so you can get the cliff notes version of my countless hours of thinking and conversing with peers, colleagues, competitors, and clients about this….




Marketing gains content (the missing ingredient) Lose some ability to track metrics/ report
Tie your brand’s name with other relevant brands in the industry Send browsers to a web site other than your own
Your brand can become known as the go-to resource for all-things relevant to your target audience, a clearinghouse if you will
Build relationships online
Increased frequency of messaging

That said, curating content is not to be taken lightly. In my school days of card catalogs and bibliographies teachers and administrators considered curating content – plagiarism. Therefore, be deliberate about how you source your curated content and never take credit for their content as your own. In fact, I encourage you practitioners out there to form relationships with other content marketers and actually PLAN to share content intentionally! (And, er, don’t forget to share your blog post with them if you are referencing them …)

Also, do not underestimate the “read between the lines” messages that ensue due to curated content. You are in fact telling people that you (or your brand) supports the author (or brand) of the curated content. Even if you have all the right disclaimers on your blog or handle profile, this is still the unspoken agreement. It’s not awful; it’s just a fact of life. We aren’t talking paid celebrity endorsements here, just a simple declaration, that I (or my brand) like what this person (or this brand) is saying about X. So be planful about what brands and individuals you choose to curate content from – you’ll be glad you did!

Also, proceed with caution. Don’t go “All-In” your first time out of the gate. Let me be clear, I am not suggesting that curated content is the secret sauce for all of our content marketing troubles! Curated content will certainly prove to be high payoff, low risk for specific marketing channels (e.g. social media platforms like Twitter and Linked In), but not others (say your Corporate web site). There will be shades of grey for sure too – like, should you use curated content in email newsletters? Only time will tell what the tolerance will be for that type of behavior, and it will surely vary by market, sector, and brand.

And so I ask you—do you agree with curated content having a place in B2B and B2G marketing? If so, have you tried it before? And can you please share your successes and failures? (Inquiring minds want to know!)