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New Swedish Study Finds Content Marketing?
A new Swedish study just released has found that content marketing and custom publishing don’t really work!
This exhaustive study conducted by the Royal Institute of Technology has found that content marketing and custom publishing are methodologies which are not valid and should not be considered as a part of any advertising or marketing plan, project or program.
For the last three years, using the world’s largest Cray SuperComputer, The Royal Institute of Technology found that content marketing has not been working. Reference - Study >>Doktorand Yt - Och Korroslonsvetenskap >> Published 2009-12-10. The results are not pretty, especially if you happen to be in the content marketing industry using this methodology to deliver advertising, marketing or branding messages to a core audience. The study uses extensive data mining, double blind statistical data drumming, data appending with reverse metrics and fourth level search data from Google, Yahoo, Microsoft and InfoUSA to better understand the true long term results of content marketing.
Here’s what they found in brief:
- RIT studied 15,114 Content Marketing and Custom Publishing campaigns
- 98.7% of those campaigns “had not and could not†deliver any measurable level of success
- There was also “no†measurable - Return On Investment for all 15,114 marketing campaigns studied over this three year period
- Only .02% of all end users engaged in these campaigns or had any further conversation with the provider
- Custom publishing provided only 1.7% message penetration to any core audience - what so ever
Wow, we’re in real trouble here. All those years of hard work down the drain - in one big scientific FLUSH!
And we’ve spent the last four months creating, developing and we’re about to launch an incredible video content marketing project. Man, that’s a bummer.
Sorry for the bad news. I guess all you content marketers are going to have to dust off those old resume and get cracking with the job searching. You know what? Maybe I’ll send my new video content marketing project to The Royal Institute of Technology and let them put that in their supercomputer and smoke it! What do you think?
Hey - we’re here anyway. Want to hear about our little project? It’s for a charity and Stella Pop is donating our time.
Cool here it is… a tidbit of Stella Pop and Goodwill’s new and not yet released video content marketing project.
DC Goodwill Fashionista’s “ReUse.ReCycle.ReFashion with Miss DC “
It’s a viral video project all about Goodwill and Recycling starring Miss DC 2009 and the Goodwill Fashionista which was conceptualized by Stella Pop and developed in partnership with Goodwill of Greater Washington. The rap-opera song was written by Kokayi (Grammy nominated rapper from DC) and performed by both Jen Corey (Miss DC 2009 and Kokayi as a fresh musical hook for the video series launching in late December. It was recorded and mixed at Sweet Spot Studio under the creative direction of Nicolas Laget and Kokayi. Having never been in a recording studio before, I can say “in the sweet spot†is exactly right for this musical team lead by Kokayi. I can’t dance but I was secretly in my mind getting on a seriously disturbing and scary groove. Enough said about my dancing.
The complete song will be available at iTunes and if you buy the song there’s good news, Goodwill receives the benefits of your purchase as a donation. All the money raised by Goodwill is used for enhancing the dignity and quality of life of individuals, families and communities by eliminating barriers to opportunity and helping people in need reach their fullest potential through the power of work. Goodwill’s vision is that every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life. So get over to iTunes and purchase the song. Maybe even give away a few downloads to friends and family.
This viral video series was filmed over a four month period and documents the interior and design rejuvenation of Jen’s (Miss DC) new apartment with items purchased at Goodwill stores throughout the Washington DC area. And when I say purchased, I mean we spent almost nothing for an apartment full of †household bling.†The great thing about all these items is that they were lovingly donated by good people from all over the DC community. That is sweet!
By the way, recycling is Jen’s platform for the Miss America Pageant which is taking place at the end of January in Las Vegas. Make sure you vote for her, she’s talented and very down to earth.
This partnership between Stella Pop, Jen Corey - Miss DC 2009  and Goodwill of Greater Washington is an excellent example of content marketing in the form of an independent viral video project. Don’t tell Goodwill all this nice stuff I’m about to say, it just might go to their heads but they have an incredible marketing team and have created a highly successful content marketing program highlighted by their blog - DC Goodwill Fashionista.
The blog is a true collaboration but the main writing talent behind it is Gillain Kirkpatrick who also stars in the video as Jen’s partner in crime and shopping buddy. Stella Pop has been honored to work with this amazing non-for-profit organization and it has been a truly educational and an uplifting experience so you can understand our excitement about the upcoming video launch.
Can I can tell something? The song and video are awesome and fun, if I do say so myself. And, the video turned out to be extremely cool, heart warming and was filled with lots of goodwill from everyone involved. Stay tuned for the first video installment which is coming soon! Around the end of December.
Stella says, create content that connects with your audience. It doesn’t always have to be so literal and direct to get involvement and illustrate your brand message. Want the perfect example, check out DC Goodwill Fashionista. You can find this article at www.YoStella.com
PS - The scientific study is not for real but you probably already figured that out - hope you’re not mad and enjoy the ringtone download provided below.
We’ve included a free ringtone for you to download that is a tiny taste of the rap-opera song “A Dream Without Boundariesâ€Â coming with our video series.
Thanks again and click here for the download.
About the Author
Stella's Pop Factory is a creative service company located in metro Washington DC, our friends just call us Stella Pop.
Stella Pop is a soda brew crew that between mixing up handcrafted concepts flavors, serves up high-fizz design and outside-the-pop-bottle thinking for our clients. Our firm is styled after a creative soda factory, we have consistently won high praise for exceptional service and expertise in advertising & marketing including content and concept development, creative services and brand optimization.
"We don't make the Pop, We make the Fizz!"
Let us mix up a fresh new flavor for your brand today.
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