Marketing Sideways

  • This free pine tree reminded me of 2 key marketing trends

    … Today, I am holding this pine tree. Now that may seem like a curious thing and perhaps it is, but this pine tree is a terrific example of two marketing trends. Give Value and Create Conversation First, this pine tree is is a fantastic instance of marketing sideways. Marketing Sideways is where you don’t talk about your products and services per…

    Jay Baer/ Convince and Convert- 3 readers -
  • You Are Not the Star of Your Content Marketing

    … I talk a lot about the principle of “Marketing Sideways” – content marketing that is inherently useful (a Youtility) but is NOT about your products and services per se. This type of content marketing transcends the transaction, and creates awareness for your brand at the top of the funnel – among potential customers that otherwise might not be introduced to your company and its offerings. Many companies do this today, including Columbia Sportswear’s “What Knot to... Read the whole entry... » …

    Jay Baer/ Convince and Convertin Content- 9 readers -
  • Why it’s easier for B2B to measure content marketing

    … that’s about them, that’s essentially just a fancy brochure. Agencies can really help with that because they have enough distance where they can see that marketing sideways opportunity and say, “Okay, here’s content that is relevant to your customers, but isn’t necessarily about your products.” Sometimes people who work inside the company are so close…

    Jay Baer/ Convince and Convertin Content- 20 readers -