Brian shares a content marketing experience he had with a big company and why things went wrong.

https://www.youtube.com/watch?v=ZBW-qdl5S20

Transcription

Content marketing horror story.

Hi I'm Brian Pombo, welcome back to Brian J Pombo Live.

Let's talk about content marketing and a very specific horror story that I had.

So, it this is, this is not uncommon when you're dealing with larger brands. But it's something that can happen to you even if you're a smaller brand. If you're not a household name, I was working with a company that was a house, well, it is a household name, they are legendary. If I told you it's a one-word company, if I told you their name, you'd know who they are and what they do.

You can find their name plastered somewhere on my website with companies that I've worked with. But this particular scenario was one of those just horrible situations because this was quite a few years back and they had a Facebook feed.

I don't know if they're still doing this but they had a Facebook feed that had about 20 to 30 posts a day. And so there were just constant posts going through their Facebook page and it was a major thing.

They have millions of people following them on Facebook and this was before Facebook was really tamping down and keeping things from getting out there unless you bought ads, and so forth.

So that a lot of this stuff was getting out to people. But it wasn't getting a whole lot of attention. Not a whole lot of love back not a whole lot of likes. I mean, for the number of people that were seeing it, you had very few likes, very few comments.

And the real problem is most of it was commercials. It was just one commercial after another all day long through their Facebook feed, just pumping stuff garbage out, they're not good commercials, not good stuff that is really attracting attention.

This is just fluff, just garbage brand stuff as if they needed any more hardcore branding, what they needed is value.

They needed something entertainment, anything. But it was horrible. It was bad.

So we were helping a certain division to get more attention and so there was this whole idea that they were going to be an interview on a podcast that I was representing, that they were going to do an interview and we were going to go in and promote it through their Facebook page, just once a major deal.

There was going to be a giveaway with gas cards and all this other stuff was a great big, broad thing that did not have much direction. I told everyone early on, I said I don't see this going anywhere because we're talking about getting one post out of you know, 20, 30 posts a day.

I don't see this getting a whole lot of attention. Unless we're putting hands behind it even back then I could see that we needed to be putting more oomph behind it.

Yeah, but we got millions of followers, this is going to get tons of attention.

Wow. Okay, but I don't see this happening.

And sure enough, this thing popped up just like everything that pops up in their feed. And it got taken over by the next thing that popped up in a few hours and that was it.

That was the end of it. There was nothing else. It was horrible.

There were views, there were likes. Not many comments. Nobody participated.

If there were people that participate there were not very many people participating in the contest that was attached to it. It achieved nothing.