Why research firms are screwing up content marketing

google pants

An early Google Pants sighting

Companies like Forrester and Gartner — who used to make their money providing expensive and exclusive research reports — are finding it impossible to “contain” the data. If somebody buys just one report, it’s likely to very soon be distributed widely on the web for free.

As a result, there is a very subtle but important change going on in the world of research with profound implications for what we can see and believe on the social web.

In our latest Marketing Companion podcast, Tom Webster and I explore some of the implications of this as we look at a case study where Forrester recently skewered Facebook with some provocative, but not necessarily accurate, claims. A company VP added fuel to the fire with an “open letter” to Facebook Founder Mark Zuckerberg. Facebook called the claims “irresponsible.”

Why would a company built on providing dispassionate data and insight make a sensational move like this?

Data and research are certainly taking on an interesting new role in the field of content marketing.

Some of the ideas we discuss in the podcast …

If companies can’t make as much money from their research, are they using their data as a content marketing promotional tool?

If businesses won’t pay for research, what happens to the quality of the research?

What can we really believe right now and how do we know if the claims we are looking at on the web are to be believed?

Most important of all, how is Tom Webster getting rich from Google Pants and Smithfield Hams?

At this point, you might be asking, “How can I listen to this gem of a podcast right now?” I’m happy to report that all you have to do is click this button:

By the way, if you are enjoying our podcast, why not let others know by leaving a rating on the iTunes site. It’s so simple and much appreciated!

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  • Kat Krieger

    Finally got a chance to listen to a show. Really enjoyed it Mark!

    I listen to everything on Stitcher, any way for you to share the show there too?

  • LOL! Another fun podcast. I popped over to iTunes and rated and reviewed.

  • Awwww. Thanks Pauline, That is so nice of you!

  • Looking into that. Thanks for the support!

  • Kat Krieger

    I had Brand Fast-Trackers up there…it’s super easy…basically just sending them to rss feed. I think Rachel Eason is the contact – pulling from memory, but I think rachel@stitcher.com

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