Exposing Content Marketing & Social Media – Would You Dare?

Exposing Content Marketing & Social Media – Would You Dare?
Jamie Lee Wallace - Wed May 12, 2010 @ 03:42AM
Comments: 23

The gauntlet's been thrown.

A very interesting experiment is taking place next Wednesday. John Bottom of Base One is putting his money where his mouth is in an attempt to prove to a live audience of skeptical senior marketers that content marketing DOES work.

You can get the full skinny on the Beyond Blog (The Great Content Marketing Experiment), but the gist is this: John is running a breakout session at the prestigious IDM B2B Marketing conference in London. His session is about content marketing, but instead of serving up the same old-same old, John is going to show his audience content marketing in action. Using content provided by his audience, John and his team will create an eBook called "Threats & Opportunities: the Future of Social Media as viewed by the UK's most Senior Marketers." This eBook will then be promoted using a wide range of social tactics - blogging, video uploads, LinkedIn networking, and - of course - tweeting. The goal is to gain 1,000 clicks on the content by the end of the day, thus providing a real-time, real-world example of content marketing in action (with a ready assist from social media).

I'm tickled that John invited me to participate in this event by live-blogging on the day of the conference. Though we're separated by an ocean and a six-hour time difference, I'll be following the action from the eastern seaboard of the U.S. and reporting back here on Savvy B2B Marketing.

This is a very cool and gutsy experiment that I hope will go a long way towards showing the doubters just how powerful content marketing can be. If you'd like to take part, mark your calendar and RSS the Beyond blog page so you don't miss any updates. (You should be reading Beyond already anyway, so that shouldn't be a bid deal.) I think we can deliver way more than 1,000 clicks and am eager to see what happens.

I'll see you next Wednesday!


Read more posts by Jamie.

Comments: 23


1. John Bottom  |  my website   |   Wed May 12, 2010 @ 04:04AM

Jamie - thanks for feature the Experiment. This is a great opportunity to prove to a non-technical and possibly quite sceptical audience that social media is not just about broadcasting sales messages, but trying to create useful content that people actually want. Fingers crossed, and thanks again for support :-)

If anyone would like to join in, please feature the link!


2. Joe Pulizzi  |  my website   |   Wed May 12, 2010 @ 04:13AM

John. Very interesting experiment. I will be watching for sure.

3. Krupa Patel  |  my website   |   Wed May 12, 2010 @ 04:54AM

A 1,000 clicks - It'll be as good as:VIRAL! This experiment sounds brilliant...Will help spread the word.

4. Jamie Wallace  |  my website   |   Wed May 12, 2010 @ 06:45AM

@John - My pleasure. Can't wait to see how things go - I've got a good feeling! ;)

@Joe - This is right up your alley, right? Thanks for stopping by.

@Krupa - We're all about brilliance ...and hanging with the brilliant people. :) Tks for the comment!

5. Sarah Mitchell  |  my website   |   Wed May 12, 2010 @ 08:13PM

Hi Jamie,

This is exactly what I need for my own content marketing presentations, a case study. I hadn't heard about John Bottom or Beyond Blog. Thanks for the tip. I'm going to do my part down here in Western Australia.

6. Lindsay Davies  |  my website   |   Thu May 13, 2010 @ 08:58AM

Nice one Jamie. John, you're either brave or barmy or both ;) I'd be excited to see this work and I hope it does. Agree with Sarah that a case study would be good.

It's a massive ask, in a day, to create business content and for it to resonate quickly enough for it to be viewed by 1000 eyeballs, in the same day. Totally believe in the speed of social. Network and content relevance are the key things that I think will make this work.

Good luck.

7. Suzanne  |  my website   |   Thu May 13, 2010 @ 09:28AM

I've gotta see this! I have lots of my own convincing to do . . .

8. Jamie Wallace   |   Mon May 17, 2010 @ 03:19AM

@Sarah - Happy to be the one to introduce you to John and the Beyond blog - I thoroughly enjoy both. Thanks for bringing AU into the mix. I'll see you on twitter on Wednesday! :)

@Lindsay - I love that you used the word "barmy." ;) You're right on the money that network and content relevance will be key & I think that this experiment has those two factors locked down. Should be really interesting!

@Suzanne - Hope the experiment convinces you!

9. 360 photos  |  my website   |   Tue May 18, 2010 @ 08:54PM

It's a very interesting experiment. I will be watching it soon

10. Jamie Wallace  |  my website   |   Wed May 19, 2010 @ 03:12AM

@360 photos - Glad to have you at the party!

11. Marketing Options International  |  my website   |   Sun Jul 25, 2010 @ 01:09AM

Looks like they did it , 1.6 Thousands Clicks!


12. Jamie Wallace  |  my website   |   Wed Jul 28, 2010 @ 07:51AM

@"Mktg Options Intl" - Yep - it's a slam dunk!

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