I was really impressed with David Chapin's work on comparing content marketing to life sciences. So much so, that I asked him to submit a guest post about it.  Thanks to David for putting this together.

Content marketing is a hot trend in marketing circles. This trend may be hot but it is not new.

Science has been using a form of content marketing since the 18^th century, when peer-reviewed articles first began to be published. Though the titles are different, the mechanism and the benefits are similar.

Peer-reviewed publishing works like this: A scientist gives away information (such as the description and results of an experiment) that the audience finds useful and relevant. The audience responds by noticing the information, by paying attention to the source of the information, by seeing the source as differentiated, by trusting them and eventually by “raising their hands” to interact with them (e.g., “Could you please come present your paper at this conference?”). The scientist’s reputation is enhanced, which helps them get funding for the next experiment.

Substitute the word “company” for “scientist” in the paragraph above, and you describe content marketing: A company gives away information that the audience finds useful and relevant. The audience responds by noticing the information, by paying attention to the source of the information, by seeing the source as differentiated, by trusting the source and eventually by “raising their hands” to interact with the source. The company’s reputation is enhanced.

Here are some key differences between the two:

This content marketing illustration depicts the similarities and differences between peer-review publishing and content marketing.

The benefits of peer-review publishing and content marketing are the same: so you can be found (out of the sea of information), so you can be differentiated from your competition, so you can be chosen as a relevant source, and so you can become trusted – all with the goal of with your audience (prospects). Aren’t these the goals of marketing? 

David Chapin is the CEO of Forma Life Science Marketing, a leading marketing firm for life science, biotech and pharma companies. Forma distills and communicates complex messages into compelling communications for sophisticated audiences.

David authors a newsletter: The Marketing of Science which covers topics of interest in marketing life science companies; it is published by Forma Life Science Marketing approximately ten times per year. For subscription information, go here.

Two success factors: 1) Content Marketing Cannot Be About You and 2) Ship

Although this Inc. article from Joel Spolksy is geared toward entrepreneurs, it's worth the read.  While I disagree with Joel's decision to discontinue his popular blog (the one that helped him launch and grow his business), the key to his commentary is this point:

To really work..a blog has to be about something bigger than his or her company and his or her product. This sounds simple, but it isn't. It takes real discipline to not talk about yourself and your company. Blogging as a medium seems so personal, and often it is. But when you're using a blog to promote a business, that blog can't be about you. It has to be about your readers, who will, it's hoped, become your customers. It has to be about making them awesome.

Please go back and read this again.

Not following Joel's advice on this is where almost all content marketing programs (not just blogs) go wrong.  Brands think that content marketing is about the clever usage of text, video and other channels to attract prospects to you. It has to be about something more than this.  It has to be about solving your customers' pain points. It has to be about making them great...and while doing that, they become your customer (see this thinkorswim case study for an example of this). This is exactly what we've tried to do with Junta42.

Success Factor 1: Your Content Marketing Program, to be Successful, Cannot Be About You

Now for our second success factor. 

I was in the car yesterday for a long stretch and had a chance to listen to most of Seth Godin's new book Linchpin (sidebar...anyone who is working a job and does NOT have a career, read this book).

Seth stressed the key difference between successful and unsuccessful entrepreneurs - shipping. Successful businesses consistently ship products or services. They don't wait until it is absolutely perfect. They get it out there. They take the risk...consistently.

I've presented over 200 times in the past three years and at some point through every presentation I discuss two keys to content marketing: 1) Quality content (see success factor one - it's about your customers) and 2) consistency (or shipping). I've never looked at consistency as "shipping" until after I listened to Seth's book, but that's exactly what it is.

Shipping is your content promise to your customers. Shipping...getting the content in the hands of your customers is far more important than it being perfect.  Content marketing is NEVER perfect. If we waited a few more days, or had a few more reviews, I'm sure we could get closer to perfection.  The key insight here is that perfection isn't the goal.  The goal is making an impact on your customers...to maintain or change their behavior in some way. If you don't ship, that will never be possible.

Success Factor 2: Whatever your chosen channels for content marketing, consistently ship.

I participated in an amazing social media webinar today from MENG. The expert roundtable included members of the newly formed MENG Social Media Council (Mack Collier, Paul Dunay, Beth Harte, Drew McLellan, Amber Naslund and myself).

Here are eight key social media points from the session:

1. Start with a clear strategy, just like any other marketing initiative. Social media is both a concept and a set of tools. Before you can begin using the tools, you need to set clear goals and objectives as to what you hope to accomplish.
2. Social media does not sit outside your traditional marketing efforts. It must be integrated into your entire marketing process.
3. Yes, social media can help you increase your sales, but your goals may be different from just revenue goals.  Look at human resources goals (recruiting), customer service (call center savings), lower training costs, lower conversion costs, reputation goals and more.  Thinking sales growth is always the bright, shiny object, but other goals may be more attainable.
4. Understand where you belong in social media in your market. Is your role to observe (listen), to engage with customers, to develop conversations and relationships with customers?
5. Educate yourself. Read books such as Groundswell, The Digital Handshake or Get Content Get Customers. Start experimenting personally.
6. Look at companies that are doing it well, like Cisco, Intel, Breaking Point, IBM and SAP.
7. Focusing on the key social media sites (i.e., Twitter and Facebook) may not be the best strategy for your brand.  Find out where your customers are hanging out at, and develop strategies for those channels (niche blogs, industry forum sites, Google groups, etc.) that deliver on your overall goals.
8. The core of your social media strategy must be your content strategy.  What is your brand's story? What are the stories that are happening in and around your brand that will make you interesting to your customers and prospects? Why would anyone share your content through social media if you don't have anything valuable or relevant to say?

Also introduced during the session was this extremely helpful social media guide from CMO.com. Download the PDF version here. This is an excellent primer to review once your social media strategy is in place.

Other helpful stories include:

• 100 Social Media Predictions for 2010
• 42 Social Media Marketing Tools 

Interesting interview with Primoz Inkret and Igor Savic from Poslovni Mediji (Business Media) in Slovenia. Some points covered include:

• The use of the term content marketing in Slovenia, talking about the move from corporate magazines to integrated corporate content.
• Traditional media usage in Slovenia, and the challenges with content marketing education.
• Social media in Slovenia.

Thanks to both Primoz and Igor for their insights, and for having me at their wonderful event on content marketing.  FYI, below is my presentation, Publishing is the New Marketing.

Pomp Forum Joe Pulizzi Publishing Is The New Marketing

View more presentations from PM, poslovni mediji.

I just took three flights to get to Slovenia. 

On each flight and in all the waiting areas, I saw people holding, reading and engaging in print magazines.  

Then, I spent the day listening to the state of content marketing in Europe at POMP Forum 2010 conference in Ljubljana, Slovenia.  Here's what I learned from the Julia Hutchison and Patrick Fuller from the APA (the association of branded editorial content in the UK).

• The average time a reader spends with a custom print magazine is 25 minutes.
• Custom print magazines get an average 44% response rate.
• On average, custom print magazines see an 8% increase in sales (as opposed to those who don't receive the magazine).
• 18-24 year-old men and women who receive custom magazines from a corporation are the most engaged of any age group (yes, really!).

Surprising, huh?

Then, I see this Fortune interview where they are investing heavily in the print magazine...including higher quality paper and significant design/font changes.

What does this tell me? When we develop a content marketing strategy, we need to look at all possible tactics to get the best return for our investment. While digital is hot, print may still be a key component to your strategy. It might be worth revisiting.