Comments on: Making the Case for Quality Content: P&G Micro-site is 4x More Effective Than Equal Priced TV Advertisement

By: Tom Chandler

Tom Chandler — Sun, 27 Apr 2008 22:55:10 +0000

Joe;

Thanks for the appearance.

It’s clear a sustained flow of quality content pays dividends, though remarkably few businesses have fully grasped that reality — or seem willing to make the commitment.

Marketing for engagement (as opposed to marketing to interrupt) still has some distance to travel.

By: Internet Business Marketing Strategies, Hidden Marketing Assets, and Making Money Online by Joseph Ratliff | The Profitable Business Edge 2™

Sat, 26 Apr 2008 13:29:11 +0000

[...] read more | digg story [...]

By: Joe Pulizzi

Joe Pulizzi — Sat, 26 Apr 2008 01:03:59 +0000

Tom…thanks for continuing to carry the flag. Creating and distributing valuable, relevant and compelling content isn’t just something nice to have anymore for businesses – it’s mandatory. Those that do it well with be rewarded with profits from customers that rely on the information they produce.

Keep up the great work!
Joe

By: emarketed

emarketed — Fri, 25 Apr 2008 21:07:35 +0000

website won’t succeed in today’s rapidly changing online marketing environment if it’s simply a static display of information….

By: Tom Chandler

Tom Chandler — Fri, 25 Apr 2008 19:36:51 +0000

Graham; You’ve hit it on the head — and arrived at some of the major reasons I pitch engagement marketing projects to key clients.

I linked to Pyramyd Air late in the post; they’re hardly a giant, yet they’re leveraging high-quality engagement content up the wazoo.

And yes, they’re #1, and growing far faster than the industry.

The ability to bind consumers to brands via shared passions and values — typically via Web 2.0 media channels — is only beginning to be understood.

I think it’s a great market — or skill set — for copywriters, especially those newer writers looking for longevity in their clients and projects.

By: Graham Strong

Graham Strong — Fri, 25 Apr 2008 19:13:39 +0000

Great Post!

Although I have never heard of Being Girl before, the Alli weight-loss pill has what sounds to be a similar website. Not only is it full of (crafted, targeted) information, but it is also a forum for all Alli users to discuss their issues and concerns with the product and weight loss in general.

I’m not sure how moderated it is (I’m assuming *heavily* moderated…) but still it is a great example of a uniquely Internet-based marketing strategy.

Plus, you have what are likely your champions at your finger tips at all times. Incredible!

But yes, in order to pull this off, you can’t just have your typical set of 500-word SEO articles dashed off in an hour each. However I do think that it is within reach of smaller companies too — and likely with an equally great ROI, depending on the product.

~Graham