I was fascinated to see the stationery shop, Officeworks, launch a marketing campaign called Time to Write. As a content marketing campaign, which combines the benefits of information for consumers and sales opportunities for Officeworks, it’s pretty good – but not faultless. I thought I would unpack it for my Sticky community as an example of what you might do, and not do, in your own blogging campaigns.
Let’s be clear: I don’t spend my time and money blogging just because I love you (even though I do). I blog because in order to build a community of interest (that’s you) in my ideas and approach, to build my reputation as an author’s mentor, to establish my credibility and authority, and to find clients.
So I am not going to chuck rocks at Officeworks for a campaign designed to sell notebooks, pencils and pens. Their commercial focus is not a problem in my view. Setting that aside then, let’s unpack the campaign. Read More