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Six Principles of Great Content Brands

by Doug Kessler  |  
January 28, 2013

You've probably noticed that there's an awful lot more content out there this year than there was last year. Project similar growth in the next year or two, and you're looking at an Atlantic-and-a-half of new content, all begging for you customers' attention.

On the one hand, it's a good sign: It shows that marketers are getting hip to the power of content. On the other hand, if you're a marketer, it's also a warning sign.

With that in mind, we created a new rant on SlideShare called "Crap. The Content Marketing Deluge." It's a plea to all marketers to start focusing on one thing: creating a Great Content Brand that's strong enough to survive the coming deluge.

A Great Content Brand is the only thing that will protect you from the erosion of engagement that the vast majority of content marketers are about to experience.

So it's important... maybe the most important thing you can put your time, energy, and budget into.

Take a look at the slides and we'll reconvene below:


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Doug Kessler is a co-founder and the creative director of London-based B2B content marketing agency Velocity, which publishes a steady stream of content about content marketing.


Twitter: @dougkessler

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  • by Lew Hoff Mon Jan 28, 2013 via web

    Excellent! Thanks for the thought provoking insight. I'm not certain just yet, but I think that you've saved me from an unwise investment in a content marketing "machine."

  • by Barry Feldman Mon Jan 28, 2013 via web

    Love the slides. Love the article. Above all, I love the line about "when Ann Handley asks.." You're a funny bloke Doug. You should consider writing. Oh... love the command to ink a strategy on the train home too. I'm thinking a serious minority of content marketing is born out of a strategy. That approach can make even good stuff come off as crap.

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