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A brand recognized around the world, and one that inspires global brand loyalty — something a competitor like Mega Blocks does not — there’s much to be admired. Who would think that LEGO was a master of content marketing? Or that they successfully started content marketing about 20 years ago with their Bricks Kicks and Mania magazines?

Spend a few minutes on the LEGO Club site and you’ll learn a lot about content marketing. Not only does the site appeal to kids, it packs a punch with parents too (just like the LEGO bricks themselves). The LEGO club site allows LEGO fans to “connect” with one another — they can see each other’s Cool Creations or find a calendar of family-friend events that are all about having fun with LEGOs. They can sign up for emails, become a BrickMaster, submit a news story (i.e., become a brand ambassador), get building tips and ideas, share photos of LEGO creations, enter a Comic Captions contest, or get the inside dirt on cool designs and new products. They can also download LEGO screen savers, wallpapers and activities (like “build your own shield” designs), play a wide range of games and view comics and movies. Everything a lover of LEGOs could possibly desire.

How did I discover all this? I have my sister to thank for sharing the BrickMaster idea — on Facebook no less. I couldn’t resist — I had to check it out. Coupons, six sets of LEGOs and an annual magazine! My kids loved it.

And once I was there, we were blown away by the Design by Me function: you can download digital software to design and produce your own LEGO creation, including the nifty little catalog that helps you build it. Better yet, they encouraged kids to “honor their moms” with a custom-created LEGO set. Not only could I get a great Mother’s Day gift, what a great birthday gift for my kids and their friends! We are hooked.

And it doesn’t end there. We kept exploring and found the My LEGO Network — yes, a social networking site for children that let’s them share everything that’s LEGO to them — they can create their own web page, share designs and ideas, and even trade virtual LEGOs.

The point is this — we just kept exploring and never found an end to content we couldn’t wait to devour. And we keep going back.

I know what you’re thinking — “I’m not LEGO.” No, but if you can produce content that helps your customers and prospects solve a problem, anticipate a need or address other interests germane to your service and product offerings — they will come. And come again. That means supplying them with original content you’ve created and also sharing third-party content that you know will tweak their interest. It means helping them learn and making it fun and easy to do so on a wide variety of traditional and digital platforms — be it catalogues, websites or social media channels.

Get creative with your content. Build it. Share it. And “LEGO” of it in the digital sphere.

A lot of people believe that advertising is the past and content marketing is the future. Maybe that’s true. Maybe not. But there’s no question that content marketing is changing the rules for advertising.

The popularity and success of content marketing is a reminder of something that people who make ads often forget: substance matters. Selling the “sizzle” only goes so far. Eventually people get hungry for the steak. A half-page advertisement in a trade magazine or a 30-second spot on TV can’t deliver the kind of meaningful information that content marketers put online, although it can be a valuable tool for directing customers to that content. But even if you’re not yet doing content marketing online, you can satisfy the growing hunger of customers for substance by making sure your ads deliver something they can sink their teeth into.

Almost all of the creative project briefs that I’ve used in my advertising career include a heading that reads “Reason to Believe” (or something similar). The reason to believe is the substance behind all the hoopla. That gum commercial was funny and engaging and made me think I should grab some before my big job interview, but the “freshens breath better than the leading sugarless gums” claim sealed the deal.

Look at the advertising around you and you’ll notice how often there’s no attempt to offer a reason to believe. A generic headline is almost always a dead giveaway. If it’s a claim that anyone can make you probably haven’t thought about why you’re making it and how you can own it. What makes you different? How would you convince a skeptic that you are different? That’s substance.

Tell people something meaningful. If you can do that you’ll have an ad that even content marketers will notice.

Gallup Consulting, creators of the CE¹¹ customer engagement metric, categorizes customers into four distinct groups ranging from actively disengaged to fully engaged.

Gallup defines actively disengaged customers as emotionally detached and actively antagonistic. It defines fully engaged as emotionally attached and rationally loyal — your most valuable customers. Gallup CE research proves how valuable they are — , customers who are fully engaged represent an average 23 percent premium in terms of share of wallet, profitability, revenue, and relationship growth over the average customer. 

So, if customer engagement is the best new measurement of marketing success, then content marketing has to be the best new marketing strategy to achieve that success. 

Today’s customers have big appetites for information.  If you’re not continually feeding them fresh information — meaty, relevant and very valuable information designed to satisfy their different appetites — you’re not marketing. We’re talking content like white papers, case studies, insights into product application, and video demonstrations.

Further, if you’re not delivering that content in ways that can be easily measured, you’re not evaluating your level of customer engagement.  You need to use highly measureable Web-based media channels — like Web sites and social media. 

Then drive customers and prospects to the places they can find you’re content — otherwise you’re just wasting your advertising and promotion dollars. The value of traditional offline media advertising increases when you leverage it to promote your content, rather than be your content.

So if you want to be among those world-class companies who have embraced customer engagement as their new objective for marketing effectiveness, start by creating compelling content.  Offer that content in easy-to-measure places where your customers hang out. Then use your promotional budget to take people to those places and measure your level of engagement.

Lloyd: What do you think the chances are of a guy like you and a girl like me ending up together.

Mary: Well, Lloyd, that’s difficult to say. I mean, we don’t really…

Lloyd: Hit me with it! Just give it to me straight! I came a long way just to see you, Mary. The least you can do is level with me. What are my chances?

Mary: Not good.

Lloyd: You mean like one out of a hundred?

Mary: More like one out of a million.

Lloyd: So you’re tellin’ me there’s a chance.

Just like everyone analyzed Tiger’s recent mea culpa speech, let’s take a closer look at this exchange, particularly as it relates to content marketing.  A great content marketing campaign always begins with a defining and discovery process about your target audiences – what their needs are, what kind of information they’re looking for, and how they like their content delivered.  As you can see in Lloyd’s opening line, the demographics are completely inverted.  The lesson here is know thy audience, and probably yourself, too.

Now, let’s take a look at Mary’s first sentence.  In content marketing, if something is difficult to say, step back, compose your thoughts, get rid of the marketing and sales-speak, and speak in a language that is genuine and understandable.  This holds true in whatever the content format is – blog, case study, white paper, videos and the like.  If it’s difficult for you to say, it will be even more difficult for your audience to understand.

Back to Lloyd.  Never interrupt the conversation, particularly online or in open or closed social networks.  Your business is not the most important voice; you add value about your company by adding relevant content.  It’s always a good idea to listen before you leap.

Back to Mary.  If you’re going to weigh-in with compelling content, don’t be vague.  “Not good” is vague.  Tell it like it is, share your insights, support your proposition, and wait for the conversation-loop to return to you.

And again to Lloyd.  It’s actually a good strategy to find out where you stand – against your competition, others in your community, or even as a rating of your products and customer service.  It might not always be great, but at least you know where improvement is needed.

And again to Mary.  Obviously, you always need to be honest in your content, but it goes deeper than that.  Your content needs to solve a problem, you need to be the expert without coming across as “the smartest guy in the room.”  In content marketing it’s all about thought leadership, not leading people on.

And finally to Lloyd.  If you don’t define your audience’s needs at the start, chances are you won’t have a chance; unless, of course, one out of a million is a chance you’d like to take.

That’s no longer the case. Today, press releases have a variety of purposes and audiences. You’re not just reaching out to journalists, but thanks to the Internet and social media, you’re speaking to targeted audiences on the Internet. And your content delivery platform isn’t limited to your website, a print publication or digital magazine —  Facebook, Twitter, RSS feeds and search engines can drive people to your content as well.

This isn’t to say that media relations and the established contacts you have with journalists are a thing of the past. They are still an important part of your strategy — and one that complements your own publishing ventures.

First, rethink the content in your press releases. Don’t just talk about your product or service — write releases that solve problems for a distinct audience and demonstrate how your product solves that problem. Then drive your audience to more content by providing embedded links to your relevant webinars or case studies. Make sure those links take them directly to the webinar or case study — not your home page.

Repurpose releases for your different audiences. You know how to speak to the media, but do you know how to speak to your customers? Your sales team can be very helpful when it comes to speaking the language of your customers, or to defining your customers’ needs and how you can address them in a press release. Don’t speak as a marketer and don’t talk “around” the subject. Be direct and informative — provide value to your customers.

Make certain you optimize your releases for searching and browsing. What key words will your audience use? Figure it out, then pepper your release with those phrases. Next time they search out ways to “reduce out-of-stocks” they’ll find your release and click on your embedded links — as long as you’ve included those keywords in your copy. And don’t use generic “click here” phrases for your embedded link. If they’re clicking on a link to a webinar, have them click on keywords. As an example, “Need strategies to improve retail sales? Our online webinar, Maximize Retail Sales with Minimized Out of Stocks, is the place to start.”

Stop hiding your press room and segment releases, case studies and white papers by audience so they’re easy to find. Keep your press room current, and have a separate section touting company wins that illustrate growth and thought leadership.

Finally, share your releases with the media, use a wire service that provides RSS news feeds, post your releases to your website and share them — and allow them to be shared — through your social media channels.

So, here are a few content marketing truths to consider: Forget your primary Web site as your most important communication tool.  It’s not.  It’s your blog, and the content on your blog is who you are and how you’re perceived.  And if you don’t have a blog, you don’t have a voice.

Nearly 90 million people generated content last year, and that’s only counting people and companies that did it at least once per month all year.  It seems to me that any company could and would benefit from a content marketing strategy, particularly when you know your audience is waiting to receive your great content.

It’s important to remember, patent laws aside, your competitors can mimic everything you’ve got with the exception of your brand.  And guess what?  Content is a huge part of your brand.  Your research, white papers, case studies, your insights, they’re all part of who you are, and they can’t take that away from you.

It’s a buyer’s market out there, and not just because of the recession, and it will be for a long time.  The entire sales motion is completely inverted from what it was.  Compelling content will allow you to be part of the sales mix, and your understanding of the industries you serve, and the entire notion of content marketing, will differentiate you from the pack.  If you don’t believe me, remember all those trade publications you read, or you used to read?  For the most part they’re thinner than ever.  Why?  Because you’re getting content elsewhere; so why not be your own publisher?

The big idea behind content marketing is to give targeted, relevant content “legs” to reach its particular audience.  What this means for a designer is to try not to get in the way of that important message.  Since most pieces will most likely be read on some type of screen, choose a sans-serif font to maximize readability.  That’s a 180 from the print world, where the fine details of a serifed font guide your eyes through large amounts of copy.  On a screen, the resolution just isn’t there to do them justice, so stick with a sans-serif font.  If you want to work in a contrasting serifed font for large headlines, that’s okay.

Diagrams, charts, and other graphics are important supporting elements in helping readers to grasp complex content in as little time as possible.  Shoot for clarity and simplicity – function first.

Portability is key.  When you’re designing electronic multi-page documents, like an ebook, it’s important to keep the final file size down for fast uploading, downloading and emailing.  Use vector art wherever possible, keep images to a minimum and compress the final file size- but keep in mind that it should print well. Images should be between 72 and 150 dpi, if you have a lot of images, then you’ll probably have to skew it closer to 72.  Think it through and plan accordingly.  You don’t want to wind up with a 10 meg file at the end, so be sure and test it out along the way.

Digital files are at the mercy of the reader’s monitor and printer.  Avoid reversing type out of dark backgrounds, especially for large areas of small type.  Gradients should be used sparingly, if at all, and all bets are off on the precise rendering of your prized corporate Pantone  colors.

In summary, when you think of a printed piece, you have to think of it as something that many or most will only see on their computer screens or printed out on their basic inkjet printer on budget office paper.  Keep this ultimate use at the fore when your begin the design process.

Is your company too self centered? Answer the following.

• Are your digital ads product focused?
• Is your “mission statement” front and center on your homepage?
• Are your case studies and white papers buried in your website?
• Is your company the focus of every Tweet or Facebook post?
• Is it “me, me, me” in your blogs?

If you answered yes, to any of the above, you need to adjust your focus. Sit down. Make a list of your customer’s top 10 concerns. Then address them in digital ads, white papers, case studies, blogs, posts and Tweets. And make it holistic.

Here’s an example. A digital ad — “Being eaten alive by inventory costs? The top 10 supply chain management strategies to get you through the recession are just a click away.” The interested party clicks on the ad and immediately arrives at your non-promotional white paper. On Facebook, share an article from CPG Matters about recession-driven supply chain retailer concerns and embed the link to your white paper. Then Tweet that same article. And blog about each of the top 10 strategies — one at a time over the next two weeks.  Intersperse those posts with other industry-leading articles that apply to supply chain management. Strike a balance.

The more avenues of access you provide people, the easier it is for them to find the information they need. And to find you.

Most social media experts rate Starbucks at or near the top in terms of companies who have embraced and benefited by social media. That might not be surprising to you. Big company, big resources. They can do all kinds of snazzy stuff on their fan page, right?

Right. Except that’s not what Starbucks is doing. The company’s fan page on Facebook isn’t anywhere near the most sophisticated, application-heavy fan page out there. Budweiser’s has a feature that lets fans watch three Bud commercials and pick the one they’d like to see aired during the Super Bowl. Coke Zero’s features a “Facial Profiler” application that takes your photo and matches it with another person who resembles you. Both are fun, interactive and far beyond the budget of the average medium sized or small business wanting to generate fans for its page.

Not so with Starbucks. With the exception of some company videos, there’s little that even a mom and pop business can’t replicate. The company’s wall is dominated by fan posts. (Take note that not all of them are favorable and that Starbucks isn’t freaking out about that.) The company encourages fans to post videos and photos. Those posts run the gamut from the sublime to the ridiculous. But a Facebook fan page is communal property and Starbucks does a good job of letting the fans take ownership.

The company also does a great job with status updates. Every few days Starbucks posts an update. It might be a video, interesting information about employees, reviews of new music and books they sell at the stores or an offer. Last summer Starbucks promoted their ice cream by giving away coupons for free pints to Facebook fans. You don’t have to give away 800 pints an hour like Starbucks did to make this work. And it doesn’t have to be free ice cream – it can be coupon savings, information, a free consultation, etc. You’ll draw fans to the page and keep them coming back if from time to time you offer them something special for being part of your community.

In the time it took me to write this column, Starbucks added 1,196 fans. No smoke. No mirrors. Just good, smart engagement with the public.

Steve Coss is a Creative Director at TMA+Peritus: A Strategic Interaction Agency. Find them online at www.tmaperitus.com or offline in their offices in Wausau and Madison.