What Makes Good Online Marketing Content?

 

What Makes Good Online Marketing Content?

I once worked with a broadcaster who hosted the morning drive show in Ottawa, Canada. We were having lunch one day and I asked him how he prepared for his show. He explained his secret show prep method to me and as I listened, my jaw slowly started to descend.

About twice a week he would board a random city bus in rush hour and ride along for an hour or two, listening to what people were talking about. Again randomly, he would choose a stop to get off at near some local breakfast diner and go in for a coffee. Once again, his objective was to be the “fly on the wall” and eavesdrop on what the talk of the day was.

According to him, about one trip a week provided more than enough show prep. Doing this allowed my colleague to discern what issues were relevant and resonating with people in his market. By being aware of what people were talking about, he was able to add his own voice to the discussion and feed the conversation further.

I was reminded of this when I read Mark Brownlow’s recent column at Email Marketing Reports. Mark skillfully tackles the why, what and how of quality content in email. Mark observes that all the technology tools we now have to reach out are wonderful, but are marketers giving people something worth talking about? It seems to me that if we were actually listening to what people want, we wouldn’t need to be reminded of the importance of relevancy so often.

What is quality content?

Here is how Mark defines it: “Consider quality content simply as any element in the message that provides standout value to the recipient (aside from the inherent ‘value’ of any offer).”

As Mark points out, good content is useful and/or entertaining and/or has emotional impact. I agree with him, but I think you could say that emotional impact is really the common factor here.

  • If your content is useful it provokes a positive emotional response.
  • If your content is entertaining it provokes a positive emotional response.

Mark states that the issue of emotional response is often overlooked and I agree. Perhaps it is overlooked because it is that underlying common denominator and not a separate factor. The question I’m asking here is: Can content in email or online marketing provoke any action without some kind of emotional response?

Add some positive emotion to my day. Make me laugh! Tell me a good story! Give me some information that excites me about what I can do with your product or service! Don’t just tell me what a product does. Tell me about what others are doing with it and make me so excited about trying that myself that I can’t wait to give it a go.

  • http://twitter.com/hugeheadca/status/30307437143658496 Jim Ducharme

    What makes good marketing content? My latest post: http://bit.ly/fpOrdb inspired by @MarkatEMR #emailmarketing #sm

  • http://twitter.com/carenye/status/30317655101546496 Carolyn Nye

    RT @hugeheadca: What makes good marketing content? My latest post: http://bit.ly/fpOrdb inspired by @MarkatEMR #emailmarketing #sm

  • http://twitter.com/smarketingforum/status/30329490982834176 SocialMarketingForum

    What Makes Good Online Marketing Content? http://ow.ly/3KJee

  • http://twitter.com/smcbrussels/status/30329492815749120 SMCBrussels

    What Makes Good Online Marketing Content? http://ow.ly/3KJeQ

  • http://twitter.com/conversionforum/status/30329828326514688 Conversion Forum

    What Makes Good Online Marketing Content? http://ow.ly/3KJiL

  • http://twitter.com/topicainc/status/30329856944246784 Topica

    What Makes Good Online Marketing Content? by @hugeheadca http://bit.ly/e9FCYq #emailmarketing

  • http://twitter.com/socialemail/status/30332348197249024 Social Email

    What Makes Good Online Marketing Content? http://ow.ly/3KJN3

  • http://twitter.com/radiobarz/status/30333505682546688 Mike Barzacchini

    What Makes Good Online Marketing Content? http://bit.ly/e9FCYq

  • http://twitter.com/hugeheadca/status/30341700786327553 Jim Ducharme

    RT @topicainc: What Makes Good Online Marketing Content? by @hugeheadca http://bit.ly/e9FCYq #emailmarketing

  • http://www.email-marketing-reports.com/ Mark Brownlow

    Thanks for continuing the discussion Jim. I see your last paragraph as a call to arms. We’ve become so embedded in functional optimization and technological thinking that we continually lose sight of the fact that people are…um…people.

    • Jim Ducharme

      Thank you Mark for starting it! You have a definite talent for pinpointing areas we all need to reconsider. You point is well taken about people being people. We keep forgetting that it’s not important what technology can do, but what we do with it.

      I frankly don’t understand why we forget your last point in the digital world.

  • http://twitter.com/mailblaze/status/30552742330114048 Spiro Malamoglou

    What Makes Good Online Marketing Content? Check out this post by @hugeheadca http://dld.bz/HQgN

  • http://twitter.com/markatemr/status/30553054621212672 Mark Brownlow

    What makes good marketing content? @hugeheadca continues the thread: http://bit.ly/fpOrdb (+ reminds us that people are people)

  • http://twitter.com/emailblog/status/30555971939995648 Emailblog

    RT @markatemr: What makes good marketing content? @hugeheadca continues thread: http://bit.ly/fpOrdb (+ reminds us that people are people)

  • http://twitter.com/hugeheadca/status/30591702288830464 Jim Ducharme

    RT @MarkatEMR: What makes good marketing content? @hugeheadca continues the thread: http://bit.ly/fpOrdb (+ reminds us that people are p …

  • http://videomarketinggoldminebonus.net Sean

    Forgetting that you’re trying to engage real people is endemic in online marketing. So often we see keyword stuffed sites or articles whose audience appears to be search engines, not the people who will be using them! Thanks for posting this.

    • Jim Ducharme

      YW Sean and thank you for taking time to read and comment! I really appreciate your time and your contribution to the discussion!

      Regards,
      jim

  • http://twitter.com/stevenvincent/status/31633896697237505 Steven Vincent

    People are .. um .. people so good #content evokes an emotional response, whether it's useful or entertaining http://j.mp/goodContent

  • http://twitter.com/stevenvincent/status/31634415096438784 Steven Vincent

    People are .. um .. people so good #content evokes an emotional response http://j.mp/goodContent #sm #marketing

  • http://twitter.com/alivea/status/31635821891162112 Živa

    What Makes Good Online Marketing Content? http://bit.ly/e9FCYq via @stevenvincent

  • http://twitter.com/stevenvincent/status/31655885436624898 Steven Vincent

    people are people so good #content evokes an emotional response http://j.mp/goodContent #sm #marketing

  • http://twitter.com/hugeheadca/status/35711206870228992 Jim Ducharme

    @justinpremick Funny you should ask. here's something I wrote about that: http://bit.ly/fpOrdb

  • http://twitter.com/justinpremick/status/35712091306471424 Justin Premick

    I like how this unites useful & entertaining content. RT @hugeheadca: @justinpremick something I wrote about that: http://bit.ly/fpOrdb

  • http://twitter.com/duchakki/status/141900560801603584 Louane

    What Makes Good #OnlineMarketingContent? – #DuchakkiInterestingRead – http://t.co/dC5KKoIO

  • http://twitter.com/markitwrite/status/174212660416626688 markITwrite