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Potato, Putahto
by Andy
March 26, 2015

Broadly, it’s referred to as content marketing. I call it relevancy marketing. To me, content marketing represents the aggregation of the tools (blogging, posting, presenting, paneling, etc.) that can drive perceived corporate prowess. Relevancy is the value it brings. When done well, relevancy portrays you as smart, current, and indispensible to the category. One is a task (expense) while the other builds perceived excellence and expertise (investment).

The misnomer relates to the fact that content firms sell content (like how ad firms sell ads) so establishing the term ‘content marketing’ suits them best. The corporate target, on the other hand, wants relevancy. That requires a strategic understanding of the issues, and then the development and delivery of focused, relevant, original messaging that addresses them. Sour grapes for me that ‘relevancy marketing’ is not well-established. I’m working on that.

Regardless, what’s exciting is that corporations are taking to it. UPS has launched a great relevancy program (longitudes.ups.com) that strongly represents relevancy marketing. IBM and Goldman Sachs are leading the way in their respective categories. Granted these companies enjoy extraordinary brand awareness and familiarity, but they’re supplementing it with relevancy, not more ads.

Three key takeaways:

First. Relevancy is about showcasing your understanding of the issues. If you clearly communicate you understand the many interrelated problems confronting the category, there is a professional assumption you have some great ideas on how to solve for them. And, of course, you do.

Second. Corporate success is highly dependent on a fully engaged, activated employee base. Relevancy marketing keeps your foot soldiers up-to-speed on the opportunity that’s out there and leadership’s commitment to capitalize on it. It becomes an employee libretto to ensure all are singing the same song about the same opportunities.

Third. It’s cheaper than traditional advertising. The millions spent to be top-of-mind is hard to justify given the extreme bifurcation of the target. Rather than chase them down a thousand wormholes, relevancy programs bring them to you. Being invaluable to the category attracts other professionals for insight and vision. The smarter and more relevant your content (or programming), the more readers you’ll get (higher ratings). The better the bait, the bigger the fish.

Whether you call it content marketing or relevancy marketing is up to you. Potato, putahto, tomato, tomahto. However you pronounce it, it’s been a bumper crop and the smart companies are planting for more.

One Response to “Potato, Putahto”

  1. As always an informative read. Great insight and timely wisdom. Thank you, Andy.

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