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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  September 11, 2012

Content Marketing Trends

Putting our ideas out there has been the thought leaders’ tool of choice from the beginning. Now that the big brands are throwing content out there, how has the game changed?

This Fast Company article from last Spring gives us a heads up on what the big brands are thinking. Why do we care? Because their involvement changes the markets’ expectation of our content.

Here are the highlights:

  • Consistent marketing efforts are here to stay. These folks see their content as an antidote (and extension) to advertising. Result: in the marketplace of ideas, our clients will see their efforts and compare our content and theirs. Yes, it’s not fair. Get over it.
  • They are using the same cutting-edge, agency-grade effort to content marketing as they do advertising. The result: we entrepreneurs don’t have to be slick: we do have to bring our “A” game.
  • The focus on storytelling and emotional connection is what they do best. Watch how those factors trump the typical educational pieces. Result: we need to put more style in our content efforts. Education is no longer enough. We are in the “edu-tainment” business.

Bottom line: the big dawgs are changing our game in substantial ways. Let’s not compete head-to-head but use their best practices in our own way.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.