How To Have A Successful Content Marketing Campaign
GE’s Tomas Kellner + Intel’s Luke Kintigh On Winning With Content + Keeping Score
Tomas Kellner, the GE Reports Managing Editor, recently said that there are two kinds of journalism, one kind that wins Pulitzers, and everything else. “Only 2% of journalism wins Pulitzers. That’s not what we’re aspiring to.”
He believes the way to have a winning marketing campaign is for a brand to have quality content.
“The only way you can win at native advertising is if your content is on par with the editorial. If you can produce content that people want to talk about and share, then you win, whether it’s called sponsored or branded.”
Luke Kintigh, Global Content and Media Strategist at Intel, says getting people to talk about and then share your content is just as important as the content itself. When Kintigh helped launch Intel’s brand publication, iQ by Intel, he realized that the traditional approach of if we build it they will come, was not going to work. By changing their direction, Kintigh was able to draw a million unique visitors to iQ in the first two years. Now he’s more than doubled that number to 2.2 million unique visitors with his new approach.
So what’s his winning method?
Kintigh describes it as a push and pull dynamic. He pushes native content to readers on the various platforms they’re on and pulls them back to the iQ site.
This strategy has helped Intel acquire and retain new readers while navigating “the dangers of the Facebook algorithm.”
Kellner and Kintigh have identified some things that determine whether the content will succeed or not. One of them is the image. “You can write 500-700 words, but it’s the GIF or Vine…that will get picked up.”
This slide shows the timeline of the CT scanner story and how it became viral. All the publications that posted it had traffic linking back to GE Reports but it’s difficult to measure the “totality of the audience.” Kintigh is still looking for a good metric that includes performance goals and media goals.
“At the end of the day, there are some things you can’t measure. And that can compound the challenge for content teams who face internal skepticism about the value of content marketing.”
One issue people face with content marketing is that superiors often want a weekly report when it can takes years to develop your strategy and the method you track your success with.
Beyond Light Bulbs and Computer Chips
So what’s the motivation behind creating a winning content marketing campaign?
Kellner and Kintigh believe the goal is to persuade customers to rethink their longstanding perceptions of GE and Intel.
iQ by Intel is about building brand loyalty and trust with a new audience of millennials. They want to change their perception from a computer chip maker to a “more innovative, more powerful, more relevant” “leader in wearable tech, drones, and the Internet of Things.” For Kintigh the goal “is to engage readers who are too young to know about “Intel Inside” with content that plants a seed, so that when they’re ready to buy, they will associate Intel with quality.”
Link: GE’s Tomas Kellner + Intel’s Luke Kintigh On Winning With Content + Keeping Score via NewsCred.com