A recent Facebook post by Hubspot (inbound marketing SaaS provider) described how their marketing team was going through improve training. My first reaction was "Huh, improve training?" Could I understanding send a Product manager to a Pragmatic Marketing class? Yes. Would I send a Direct Marketer to a Marketing Sherpa Lead Gen Summit? Yes. But improve training?
After thinking about it a bit more, it makes sense. Given Hubspot's "inbound marketing" philosophy and their hypothesis that content is king, training your employees to improvise and create great content is valuable. Producing great content isn't easy and Hubspot produces a LOT of content like webinars, slideshares, podcasts, articles, whitepapers, videos, etc. So, given the large amount of content being created and the value of keeping that content fresh, it makes sense. It is also a great team building exercise.
Hubspot is not the only company that has tried comedy as a way to get their message recognized. About a year ago, Serena (developer of an enterprise mashup server) launched a video titled "Is Mashup a dirty word?". It has gotten over 1.2 million views on YouTube. IBM has also started doing humorous videos to push Mainframes. Yes - MAINFRAMES, and they have gotten almost 250,000 views of their YouTube skits.
So, while the videos are humorous, I do wonder about the value of them. How many of the viewers of these videos are actually in a position to buy a million dollar mainframe or mashup server? Probably a very, very, very small percentage. Do these videos makes sense from a marketing $ allocation standpoint or are they just another form of shotgun advertising? I don't know the answer for any of these three organizations, but I would suspect that their web analytical teams can tell if there is value, and if there wasn't any, they wouldn't continue to do them.
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