Anita Campbell announces a new feature to her site, Small Business Trends, “a new section here at Small Business Trends called ‘Marketing Tips,’ with the support of Hewlett Packard (HP). We’ll be creating special content with marketing tips you can use.”
Here’s the part I like best about smart marketing, “conversational” or otherwise: When a marketer adds value to the content experience — by funding product development or other new services — the brand benefits from the goodwill it creates among the community and the leaders
of that community. Here’s how Anita puts it:
“HP has given us access to a number of in-house people so that we can pick their brains and include their expertise. That kind of access has been invaluable. As a result of their support I’ve been able to get additional help to pull together some special initiatives — and I think you’re going to be excited about those.”
UPDATE 11:30am: Here’s coverage at Sphinn, the internet marketing news and discussion forums site.
UPDATE 4:45pm: As I’ve watched the first conversation at Anita’s Marketing Tips site develop, I’ve been astounded by the names of the participants she’s enlisted — Seth Godin, Jackie Huba, Guy Kawasaki, John Jantsch and a dozen others. This is conversational marketing at its best: An authentic (“editorial”) conversation among smart people on topics they are already immersed in (several have published books — and all maintain blogs — on the topic). HP didn’t ask Anita or her community of marketing gurus, entrepreneurs and small-business owners to talk about HP products or the HP brand. Instead they made the decision to let the marketing gurus talk amongst themselves in a virtual meet-up space for which HP pays the rent. When marketers are brave enough to trust their customers, like HP did here, collateral benefits start to accrue. Anita is so pleased with the content and conversation in the Marketing Tips area, she added this plug on her homepage, alongside her own trademark avatar:
The folks who helped put this idea together include Ashley Houk and Wendy Cole at HP (who run a variety of programs, including co-marketing efforts between HP and Staples, under which this initiative falls), Jared Katzman here at FM, and Anita Campbell at Small Business Trends.