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What makes Eloqua's content marketing strategy so effective?
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2 Answers
Hi Scott,
In my opinion, two keys to Eloqua's content marketing effectiveness are that:
1) Everyone in the company has embraced the philosophy and practice of content marketing and makes the time to contribute to it. A prime example of that is the fact that Eloqua created a VP of Content Marketing role, headed up by Joe Chernov.
2) Eloqua focuses on producing content that will attract, interest, and engage its prospects and customers.
For more insight into why Eloqua is so successful in this area, check out these resources:
* Joe Chernov, Eloqua's VP of Content Marketing, shares his golden rule for smart, effective content creation: http://www.youtube.com/watch?v=BGKRaYMItrE
* Eloqua case study produced by the Content Marketing Institute: Learn how Eloqua uses social content (and an edgy style) to build a following and generate revenue - http://www.contentmarketinginstitute.com/wp-content/uploads/2010/12/Eloqua_CM...
Full disclosure: I've helped Eloqua develop some of its Grande Guides, an eBook, and two of its benchmark reports.
Best,
Stephanie
Thank you for leading the witness ;) I won't speak to whether or not the strategy is effective, but I will say what the principles behind it are:
1. The way to the brain is through the eyes. Michael Stelzner said this. I think it speaks to why we have such a heavy design focus in the content we produce.
2. Although we might not always fully divorce our (top of funnel) content from our product, the two do enjoy a longstanding "trial separation" ;) We try to create content about what we know, not what we sell.
3. We share credit. Take today's Grande Guide to B2B Content Marketing (http://www.slideshare.net/Eloqua/grande-guide-b2bcontentmarketing) as an example. We could have easily pretended that we wrote all of the copy (after all, we financed it), but instead we shared credit with the contributing authors. "We" always beats "me." We do the same with our agency partners. The content created with data visualization firm JESS3, for example, always reflects their branding. We want our partners to feel pride in what they produce.
There are a lot of great content marketers in this space. Our competition is very good. We like to think that we all drive one another to raise our games.
Joe Chernov, VP of Content Marketing, Eloqua
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