{"id":32161,"date":"2010-03-17T12:37:32","date_gmt":"2010-03-17T12:37:32","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=32161"},"modified":"2010-03-05T14:21:15","modified_gmt":"2010-03-05T14:21:15","slug":"content-marketing-brand","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/content-marketing-brand\/","title":{"rendered":"A Handy Guide to Content Marketing. Plus\u2014Employer Branding in a Nutshell"},"content":{"rendered":"
\"800px-Combustor_with_guide_vanes<\/a><\/div>\n

I hadn\u2019t thought that much about the definition of \u201ccontent marketing\u201d until I visited the Junta42 site for another reason, and realized that I wasn\u2019t sure exactly how they were using the term.\u00a0 While scouting around for clues, I found an absolute gem buried in one of the many (many) layers and offshoots of the site.<\/p>\n

Junta42 is a content-marketing matchmaker (projects-to-vendors), and their site is super-rich in content about content.\u00a0 But there is such a thing as too much abundance!\u00a0 Luckily, though, I did discover the Content Marketing Playbook<\/a> and recommend it very highly.\u00a0 Subtitled \u201c42 Ways to Connect with Customers,\u201d this nifty ebook has a page for every imaginable kind of content, from white papers to webinars.\u00a0 And!\u00a0 Each page has a brief case study that links right to a relevant example of the content type.\u00a0 So if you\u2019re not completely clear on what an \u201cOnline Media Site\u201d might be (Item 31), you can click right over to an example at Proctor & Gamble\u2019s HomeMadeSimple.com.<\/p>\n

For every content type there\u2019s a handy cheat sheet, explaining what it is, who\/what it\u2019s good for, who\/what it\u2019s not<\/em> good for–and ending with three quick tips.\u00a0 A cruise through this book provides a great refresher on content forms that are already familiar (blogging, newsletters, podcasts, etc.) and should also offer every reader at least a few new ideas.\u00a0 Get up to speed on magalogs, wikis, widgets, and more.<\/p>\n

Suggestions:\u00a0 (1) Open\/download the PDF version.\u00a0 You can<\/em> page through the book via the website, but there’s a lot of visual distraction. (2) While visiting Junta42, bookmark their guide to the “Top 42”\u00a0 blogs about content marketing<\/a>.\u00a0 (The list is also an example of Playbook Item 11, the \u201cIndustry Ranking System.\u201d)<\/p>\n

Speaking of cheat sheets\u2014there is an exceptionally concise summary of employer branding<\/a> on the website of Singapore-based Human Resources<\/em> magazine.\u00a0 It\u2019s smart, short, simple, and clear.\u00a0 Here\u2019s a highlight:<\/p>\n

Generally, companies can focus on four types of employer branding messages:<\/p>\n

Focus on offers:<\/em> \u201cAt our company, you get more than what you get elsewhere. (E.g. benefits, culture, and career opportunities)\u201d<\/p>\n

Focus on personality:<\/em> \u201cYou can find people who are similar to you in our company.\u201d<\/p>\n

Focus on values:<\/em> \u201cValues are important to us. If you share the same values, you can live according to what\u2019s important to you here.\u201d<\/p>\n

Focus on tasks: <\/em>\u201cAt our company, you will get the chance to do what excites you and you will love it here.\u201d<\/p>\n

This article provides a nice refresher for those already engaged with employer branding, and a useful starting point for those new to the topic.<\/p>\n

All in all–two free reads that offer a lot of value.<\/p>\n

 <\/p>\n

(Thanks to Arnero<\/a> for the . . . illustration.\u00a0 Wondering what it is?\u00a0 Me too.\u00a0 By title, a \u201cCombustor with guide vanes.\u201d\u00a0 No idea what that means, but it\u2019s really cool to look at!)<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

I hadn\u2019t thought that much about the definition of \u201ccontent marketing\u201d until I visited the Junta42 site for another reason, and realized that I wasn\u2019t sure exactly how they were using the term.\u00a0 While scouting around for clues, I found an absolute gem buried in one of the many (many) layers and offshoots of the […]<\/p>\n","protected":false},"author":10,"featured_media":32164,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25],"tags":[6119,1209],"class_list":{"0":"post-32161","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-careers","9":"tag-content-marketing","10":"tag-employer-branding","11":"entry"},"yoast_head":"\nContent Marketing and Employer Brand<\/title>\n<meta name=\"description\" content=\"Content marketing, cheat sheets and employer brand - what is a corporate site if not content marketing? 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