Boston Bruins: Key Content Marketing Takeaways

Like nearly every other sports fan in Boston today, I have one thing on my mind…Game 6 of the Stanley Cup playoffs.  With the Bruins down one game to the Canucks, tonight’s game is is pivotal.  It all comes down to tonight.  I have to admit that I have not been a diehard fan for my whole life, but something about this season’s playoffs have really got me thinking that startups and expansion stage management teams can really learn a lot from the way the Bruins have been playing.

What can a marketer learn from the Boston Bruins?

Apparently I am not the only Bs fan to have this thought this morning. Marta Cagan of Frontline Marketing Systems was on the same wavelength.  Here are her 5 Stanley Cup-Worthy Marketing Lessons from the Boston Bruins:

1. It’s About Teamwork, Not Superstars. Marketing Takeaway: Hire and train superstars that value teamwork over spotlight—even if they enjoy basking in it once in awhile.
   1. My takeaways for Content Marketing Success: Teamwork is especially important in the expansion stage.  Often times marketing departments in growing tech companies are comprised of one, maybe two individuals.  As a result it is incredibly important to utilize the entire team in order to execute against your marketing goals.  Here are some tips to get everyone in your organization excited about content marketing.
2. The Underdog Can Prevail! Marketing Takeaway: David can actually slay Goliath—especially online.
   1. My takeaways for Content Marketing Success: Cagan says it well here.  The underdog can win with an effective content marketing program in place.  Since so many people start their search for X product online, truly any company has a chance to be perceived as a thought leader.  If your company is not online however, it is game over well before the third period.  If you are new to content marketing, here are some tips to get started quickly.
3. Age Doesn’t Matter. Marketing Takeaway: The best teams have a healthy mix of youth and experience. (Does yours?)
   1. My takeaways for Content Marketing Success: I completely agree with Cagan here as well.  The combination of youth and experience especially plays well with content marketing because content marketing is still a new form of marketing.  “Gurus” may only have a few months under their belts and “veterans” may only have a few years.  Both will be able to bring tremendous value through diversity to an up and coming content marketing strategy due to the differences in experience.
4. Fail Fast. Evolve Faster. Marketing Takeaway: Never let mistakes stand in the way of your success. Make them. Embrace them. Then use them to kick some butt!
   1. My takeaways for Content Marketing Success: Our mantra at OpenView is to continuously try new things.  We try to avoid the fear of failure when testing new or different tactics because that trial phase is really the only way to learn how to become better.  I have written a great deal about our bloopers and the lessons I have taken from my mistakes.  All growing tech companies should embrace mistakes and always strive to learn from them!
5. There Is No ‘Try’. Marketing Takeaway: Playing it safe is stupid. Go big or go home. Seriously.
   1. My takeaways for Content Marketing Success: In many cases it doesn’t make sense to dabble in content marketing and write one blog post a month.  The truth is that one blog post a month probably won’t have the impact you are looking to achieve.  So, GO BIG.  Stop playing it safe, push yourselves out of your comfort zone, and take on a larger content marketing project.  Do you want to start a blog? Great, start a corporate blog and get everyone in your organization on board! Do you want to start tweeting? Wonderful, why not build up a presence on Facebook and LinkedIn while you are at it. In spirit of the Bruins, play to win.

Be sure to check out Cagan’s full post.  It is a great read.