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Dealer Principals & GMs Must Watch! The Greatest Misconception in Content Marketing

The truth about content marketing revealed. eServeU posted this video which is coming from moz.com's "Whiteboard Friday".

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Comment by Manny Luna on May 2, 2014 at 12:31pm

Thank you everybody for your comments!

Please share this with your clients and as many GMs and Dealers you know. Hopefully they will have a better understanding of what we're trying to achieve. It takes time and lots of research and there's no Quick Fix:)

Comment by Alexander Lau on May 2, 2014 at 10:24am

Wait a second and I've said this many times. What works from a content marketing standpoint for one demography, might not hold true for another. There is no shiny, red button or exact process for all of your clientele. 

Comment by Manny Luna on May 2, 2014 at 10:23am

It's great to see digital marketers that really have a passion of doing the right things. The key is to start planting the seeds.

I love the part where Rand says: "it's a good thing for you and I, because we don't have nearly the competition when others give up."

It takes a lot of trial and failure:)

Comment by Alexander Lau on May 2, 2014 at 8:41am

@ Nate, LMFAO! Ha ha ha... Weeeeeeeeeeeeeee

Comment by Dave Hollander on May 2, 2014 at 8:40am

Great share Manny! Thanks!

I love the analogy of the bank account and the idea of building capitol in the customer's account through content. Any opportunity to build brand equity and positive mindshare with prospects is hugely valuable, and makes a difference once that prospect is ready to buy or service--- even if that value & difference are not easily trackable.

And the byproduct of appearing more readily in that shopper's personalized search results is awesome. Not as awesome as Rand's 'stache. But still awesome.  

Comment by Nate Wiener on May 2, 2014 at 8:01am

Good stuff! Thanks for sharing.

On a related but completely unimportant note, it would be great if Rand:

1) Lost the beard, but kept the 'stache

2) Wrote a bit larger on the whiteboard

Comment by Alexander Lau on May 2, 2014 at 6:31am

The reality is, and he mentioned it, very few pieces of content convert. I measure content to convert, literally. I produce content that is measured through keyword searches for its conversion prowess and it's been researched and analyzed before we create it. Additionally, with an understanding of specific demographics. :-)

Comment by David DeSantis on May 2, 2014 at 6:02am

Thank you for sharing Manny.  Rand hit it out of the park with his explanation of content marketing.  Understanding that time and patience are key to content marketing.  Unfortunately with those GM's or dealer principal's that want it now, they wouldn't get it.  I've been quietly doing content marketing for over two years, and even have deployed guerrilla tactics, Ralph Paglia, in my process.  I've been able to fly under the radar because as Rand stated, if it was easy everyone would be doing it!  Not only dealers, but people in general will not really pay attention to something unless it's indirectly, or directly forced onto them or the market place, and they then realize that it's potentially disruptive to their business.  Only then will they act, or should I say react.  What they don't realize is that at that point there's only one solution.  To get on board, because I've already insured all road online lead to my online platforms.  

One of loudest online platforms is youtube, and I equate it to if FB decided that for one day, everyone on FB would be friends.  Holy crap!  Try getting people to see your message with all that noise!  I create still photo videos, and put them on my youtube channel.  To date, I have over 1.1 million video views on my channel.  You'd be very hard pressed to find a dealer with that many views just doing still photo videos.  I've been able to do that also in part because I'm not a dealer, however what I'm really doing is associating my company name with those types of products.  Of the 10's of thousands that come to my sites a month, what it's cost me in money is $0.  As Rand stated in the video it's the time that's where the true value is in content marketing.

I've used content marketing to position my company, so that when we step out from the curtain.  People will realize that not only do we own the space, but we dominate the space.  The Maserati Super Bowl commercial hit the nail right on the head, "We walk out of the shadows, quietly walk out of the dark, and strike!" 

Comment by Brian Pasch on May 2, 2014 at 4:57am

This is a great video because it confirms what I have experienced writing for the automotive community for the past 8 years. Dealers, who have become customers, often tell me "I've been reading your articles for years..." Content marketing and sharing content to educate dealers is a long term branding and awareness strategy. I like when Rand says that "when the reader has a need, they may call or engage.." and I find that to be true.

Comment by Ralph Paglia on May 2, 2014 at 4:38am

Thank you Manny! This is a great video to watch if your dealership is considering getting serious about Content Marketing... In many ways, it reveals the truth about what it takes for most content marketing strategies and implementations to be successful by revealing that what most General Managers and Dealers will inherently expect is most likely not going to happen... At first.

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