The Next Evolution in Open Innovation: Pitney Bowes Entrepreneurial Competition (and Content Marketing)
October 18th, 2012
As we noted last week, we had the fantastic opportunity to participate in Pitney Bowes’ Entrepreneurial Competition. We’d like to share the post from Pitney Bowes’ blog where they share their viewpoint on the finals of the contest, written by Brian Romansky, one of the organizers. His post, The Next Evolution in Open Innovation: Pitney Bowes Entrepreneurial Competition – Finalists Presentations, lays out their motivations for holding the Competition, and explains how they evaluated the balance between the risks and rewards.
Like our assessment of the Competition last week, this post provides a great example of how to get the most out of content marketing. Last week, we pointed out how Pitney Bowes’ content efforts provided value for the audience that’s viewing it. This week, Brian answers questions that people have about why Pitney Bowes would hold such an event, and does it in an authentic and responsive way.
Brian’s post has a special resonance for us, since we’re working with another client who is hosting their own business plan competition. (Stay tuned for more details on this client…) The content that this client is producing is equally exciting, because it’s equally focused on providing value for the audience. By keeping a determined eye on who they are trying to speak to, and what that audience wants to hear, this client has found a unique niche that they intend to own.
So: again, please check out Brian’s post. And like Pitney Bowes, please stay focused on your audience as you create content!
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