Does “Content Marketing” Mean Getting the Other Side of the Story?
Way back in November 2010, I asked “How Much Rope Should You Give a Corporate Reporter?” The question just hit uncomfortably close to home, with a blog post (now on hold) that would have required me to get comment from one of my client’s competitors.
The topic is the effects of mergers and acquisitions on well-known product in my client’s market space. The post would have raised the question of what will happen to a well-known group of products, widely used by customers, as a result of their being bought by larger companies. Will the acquiring companies keep selling and supporting them? Will they continue to OEM them, as their former owners did, to multiple other vendors, or kill them off in favor of the acquiring company’s own offerings?
Trust Me, I’m the Competition
These are all great questions, which have formed the basis for countless stories and columns in the trade press down through the ages. As a reporter for a trade pub, I would call the acquiring companies, their customers, their competitors, resellers and industry analysts to ask if there have been or will be any layoffs in the development groups for those products? Will the acquired products be merged into existing product lines, and, if so, how? How long will the acquiring company support any “orphaned” products?
But as a paid representative of a competitor, would any of these folks – should they – take my call as a representative of a competitor? Is a competitor’s Web site an appropriate place to lay out your post-acquisition product strategy, or to defend it? Can you trust a paid representative of a competitor to quote you accurately, and not spin your comments into an ad for their products?
The easy way out is to just pose the questions in an “open letter to the industry,” calling righteously on your competitor, or customers, or someone else in a “legitimate” position to get to the truth. But that is misleading the reader by raising urgent and important questions, but not doing all you can to answer them. That, in my opinion, is lying to the reader, pretending to report the news while only sowing fear, confusion and doubt to boost your employer’s sales.
Morality? What’s That?
There are obviously moral implications here, and the practical need to not compromise my “reporter” reputation by putting my name to blatant marketing material. But there’s also a more practical content marketing question: How far should we go using traditional journalistic tools (like getting the other side of the story) to meet the business need of attracting and keeping readers on our client’s sites?
Filed under: Content Marketing
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