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What draws more media attention: product launches or content marketing?
I was reading this post from Ardath Albee, and she argues that "Content draws 10X more media attention than product launches." Do you agree? What has been your experience?
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5 Answers
I have the deepest respect for Ardath and her insights but not sure I agree with this and if there is research to back it up I would love to review it. The key here however is the customer!
Product launches may cause more of a media stir, but great content engages customers. If you goal is to get media attention - then that is great. However, if you want to engage your buyers and customers and generate revenue from that engagement, Ardath is 100% correct in that it takes great content - among other things.
Carlos Hidalgo
@cahidalgo
For clarification, this statistic used by Laurel in the description of the question was presented by Rebecca Lieb from Altimeter during a webinar hosted by CMI yesterday. Content Marketing for Real Marketers is the title - you can watch the on-demand version here: http://www.contentmarketinginstitute.com/events/webinars/
You can also scroll through the hashtag #realcontent and see the statistic Tweeted.
This statistic makes perfect sense to me. The essential prerequisite to successful product launches is compelling content that drives massive traffic and grabs attention to the product.
Interestingly, we are in the process of launching new book using the lean publishing approach. This type of publishing combines content marketing and product development to deliver the most effective type of content: user generated content.
Fortunately, the concept of lean publishing is no longer limited to books as businesses are leveraging social media to involve users in the product creation process. On the one hand, they get excellent users' insights. On the other hand, content marketing and product creation intertwine beautifully. I love that though!
Well product launches are sort of a one time hit...and effective at their goal - to capture attention/traffic in a short period of time. However, content probably does drive more traffic because it is spaced out over time. Overall it would make sense that content would drive more traffic since it is ongoing. Overall we are comparing apples to oranges, no?
I think that the answer to your question will depend on your choice of media, the type of product you launch, and the target market for your product. For popular brands, product launches in mainstream media had worked wonders for years. Then, those who are starting up may find that content marketing helps them get found on searches and social media sites. Why not use them both to your advantage?
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