You Don’t Buy the Twinkie.

You buy the filling.

Then, if you’re like me, you eat the Twinkie (both of them, hastily, before you have a chance to question your judgment) and end up feeling bloated, confused and disappointed in yourself.

My plastic-wrapped point is this: Twinkies sell because compelling content sells, and that makes compelling content important. Kathy Sacks elaborates on this very point (sans junk-food metaphors) in her article for InfusionSoft, Why Content is Key to Marketing Strategy.

Of course, that content doesn’t come easy. Research shows that producing engaging content, producing enough content and finding the budget to generate said content are a marketer’s three biggest challenges. On the other hand, take a good look at any successful brand you admire, and chances are great content makes up the core of its marketing strategy. Assuming this is true, Ms. Sacks wonders, shouldn’t the ends justify the means?

Good food for thought, even if Twinkies are not.

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This entry was posted on Friday, March 4th, 2011 at 9:27 am and is filed under Creative. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.