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Content Marketing: “This stuff really works!”

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Posted by on Aug 17 2009

Last week I had a quick trip to Cambridge, MA for a guest appearance on HubSpot TV. During my visit I sat down with Andrew Davis, Chief Strategy Officer of Tippingpoint Labs. A conversation with Andrew (Drew) is never boring. The location we picked was a Starbucks around the corner from the MIT campus which added to the charm of the experience.

Tippingpoint Labs is a “digital content creation” shop.

“We create valuable content: video, audio, presentations, photos, podcasts, wiki contributions, articles, stories. We believe in perpetual production: creating high-quality, relevant content to a well-defined audience. We move quickly to adjust and refine your content to build a relationship with your audience.”

I asked Drew to give me an example of how they create content and “move the needle” for their clients. He gave the example of a client called Breville, an Australian maker of kitchen products including coffee makers and blenders. This is a crowded market segment with aggressive advertisers.

Drew and I share a passion for “marketing 2.0” strategies which are anchored in engaging your target community through great content and building authentic relationships. Drew explained how Tippingpoint Labs engaged influential blogs such as the Coffee Geek and Single Serve Coffee to become aware of Breville and to review their products.

Product Launch Through the Blogosphere

When Breville launches new products or announces strategic partnerships such as the one with Keurig in March 2007 pertaining to a new single serve gourmet home brewer, influential blogs such as Single Serve Coffee are engaged. These blogs cover the coffee market and enjoy a loyal following. Essentially, these blogs are the new media and channel of communication for manufacturers like Breville.

Online Brand Value

Drew points out that to measure the value of branded content on the web, Tippingpoint Labs tracks popularity of brands online and correlates them to sales figures using tools such as Google Insights. As relevant topics grow in popularity such as “coffee makers” so does the popularity of Breville, and the sales figures reflect it. Below is a chart showing how the conversation between Breville and Delonghi brand espresso machines is shaping the market.

Breville Google Insights

Below is a short interview with Drew. We closed this interview with a profound statement: “This stuff really works!”

5 Comments to Content Marketing: “This stuff really works!”

  1. by Malene

    On August 18, 2009 at 3:00 am

    For someone like me, fascinated by Marketing 2 and the opportunities it opens up for small businesses, I found this article interesting and inspiring. Some times I do however wonder what is valuable content for someone like me who sells tops for young children ……… hopefully I will work that out sooner rather than later.

  2. by Anna Lecrone

    On November 15, 2011 at 12:19 am

    I seemed to be aware of this previously, but nonetheless there have been some useful pieces which concluded the image to me, regards!

  3. by kondilomi lecenje

    On February 3, 2012 at 5:03 pm

    Content is king it still works

Trackbacks

  1. SEOKudos
  2. Measuring Online Brand Value in Content Marketing : Inbound Marketing Strategies, SEO, Social Media Marketing

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