I have been thinking about content marketing lately and when we may see a change in the current environment. As a society, I don’t think we are very keen at understanding highs and lows or the top or bottom of trends and what is changing around us. For any readers old enough to remember, when you used to pull your car into a “filling station” someone pumped your gas, cleaned your windshield and checked your oil. Somewhere that faded away, never really to be seen again. And no one asked if that was okay, it just happened.

Corporate Blogging

I have wondered for a while now why more companies were not using content marketing as effectively as they could. HubSpot had an interesting article  last week on the subject entitled, Arm Yourself With Content, For Goliath Is Coming

For a while, its been a pretty good secret how successful this whole process can be. Answer some common questions from you industry with blog posts, and suddenly you’re ranking better for critical long tail keywords, building inbound links, and authority for your site. You’ve got a couple of guides and whitepapers out there to offer in conjunction with your content, and now you’re converting some anonymous eyeballs into known visitors that you can nurture into a sales process.

This secret is starting to leak out. A few news outlets have been talking about a relatively new site on the internet, ManoftheHouse.comHere’s the story over at Australia’s The Age. Man of the House is a content-heavy site, that focuses on being a better man, but unlike outlets such as Maxim and GQ, it’s geared towards the married man and the father. Oh yeah, it’s owned and operated by Procter & Gamble, fine makers of Gillete razors and Old Spice deodorant.

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Will the big corporations unseat our small business blogs? Competition for keywords will surely become much more competitive and harder to reach. Small business will also find challenges keeping up with production of content as well, as the corporations will have an army of staff writers.

Corporate Dragon Goes Hyper Local in My Neighborhood

While I can’t speak for how small business as a whole will react to Goliath, I can tell you it is a shock to actually see Goliath coming to our own neighborhood. We have been watching the subtle infiltration of Patch.com in each of the little towns that we are producing online magazines. They have become our direct competitor, literally overnight.

The concept behind Patch is journalism, with local community news editors filing stories and updating community-specific websites on local news from within the communities they serve. As of December 9, 2010, Patch had established hyperlocal sites in more than 500 communities across the United States. The result was that Patch expected to be the largest hirer of full-time journalists in the United States in 2010.

Patch was conceived and financed by Tim Armstrong and Jon Brod in 1997 after Armstrong said he found a dearth of online information on his hometown of Riverside, Connecticut. The company was then acquired by AOL in 1999 shortly after Armstrong became AOL’s CEO. The acquisition occurred on June 11, 2009. AOL paid an estimated $7 million in cash for the news platform as part of its effort to reinvent itself as a content provider beyond its legacy dial-up Internet business.

So, what is our strategy (as in my business, The Urbane Way) to slay the dragon? We plan to become much more snarky, and soooo not corporate. We’ll be much more opinionated and edgy, and go where the dragons won’t go. Said differently, we’ll be nimble enough to go where their culture won’t allow them to go.

Are you prepared for the day the dragon or Goliath show up and compete with your blog or website? You’d better be, cause they are coming. When they do, what is your strategy?

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About Eric Brown

Eric Brown

Eric Brown's background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested.

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Comments & Reactions

Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://twitter.com/dukelong Dukelong

    Eric,
    We met at #140 Detroit..and I have peeked at your stuff every now and then. This is dead on!THX

    • UrbaneWay

      Will Corporate Content Crush Small Business Blogs;
      @Dukelong, Thanks for stopping by, and for the comment. What are you seeing in the commercial real estate world, and what is your push back strategy?

  • UrbaneWay

    Will Corporate Content Crush Small Business Blogs;
    @Dukelong, Thanks for stopping by, and for the comment. What are you seeing in the commercial real estate world, and what is your push back strategy?

  • http://trafficcoleman.com/blog/official-black-seo-guy/ Black Seo Guy

    Challenges will come when doing an blog..people will tackle you from all sides and you need to know how to make an counter attack and over through their tactics..

    “Black Seo Guy “Signing Off”

  • http://www.margieclayman.com Marjorie Clayman

    It will definitely be interesting to see what happens to the social media landscape as more and more big brands and corporations start pushing their way in. What I am hearing right now is that most corporations believe they simply don't have the time needed to create and maintain a blog. Will this mean that there will be a need for a lot more “ghost writers?” Could be.

    Interesting food for thought!

    • UrbaneWay

      Will Corporate Bloggers Get All of the Traffic
      Marjorie, Hello, Thanks for stopping by. I think that a lot of the shift that occurred with journalists and newspapers will come full circle, with good journalists being gainfully employed into the foreseeable future.

  • http://thefuturebuzz.com AdamSinger

    This is a good conversation Eric – thanks for sharing.

  • http://painters-dallas.com David @ Dallas Painters

    I guess small business owners who want to stay competitive in on line marketing will have to factor in their monthly advertising budget paying for content writers, or become better writers themselves, otherwise their web pages will be nowhere to be found.

  • http://www.aureliustjin.com Aurelius Tjin

    Big corporations operate in a different way than very small ones primarily because of the load they carry. Eric is smart enough to take the road which the big corporations will less likely to travel. Market segmentation. Take your slice of the pie and stay on the road.

  • http://www.florida-themepark-tickets.com Stephanie Johnson

    content marketing is big source of getting lead in online marketing for small business companies and also it can do wonders for their clients too!!! Big corporations are not affected by these marketing tech tics.. I hope so….

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  • http://www.ventureneer.com Geri Stengel

    Agility, quick response, and grabbing onto the keywords and content can keep the “Davids” of the world in business despite the Goliaths. Small business have edges — public trust, ability to make decisions without a committee, closer ties to the community — that Goliaths lack. Moreover, a small piece of a big market is a big market. You don’t have to bring Goliath down just take what you need to thrive.

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