--- title: "Content Marketing Advice From Google" id: "32578" type: "post" slug: "content-marketing-advice-from-google" published_at: "2016-03-23T20:22:03+00:00" modified_at: "2026-03-16T15:45:20+00:00" url: "https://associationsnow.com/2016/03/23/content-marketing-advice-from-google/" markdown_url: "https://associationsnow.com/2016/03/23/content-marketing-advice-from-google.md" excerpt: "A Google executive explains the best ways to use content marketing to engage members. Plus: Facebook becomes the newest company to dump BlackBerry." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Business" - "Marketing" - "storytelling" taxonomy_content_format: - "Article" taxonomy_role: - "C-Level" - "Director" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Content Marketing Advice From Google While email blasts and traditional advertising still supplement audience engagement, they do not hold attention the way they once did. Potential members look for more than just an invitation: They want entertainment. As organizations begin to make this realization, the next step is determining how best to leverage content for your online presence. Speaking at The Content Council’s Spring Conference, Seth Barron, the head of creative business partnerships for Google/YouTube ZOO, highlighted [how best to engage readers in the world of digital marketing (opens in a new tab)](http://www.chiefmarketer.com/google-exec-on-4-best-practices-for-content-marketing/) . One of the greatest tools in a content marketer’s arsenal is telling a great story, Barron said, according to *Chief Marketer*. From structure to content, a compelling tale that is relevant to readers will connect on an emotional level. “Ads are just well-told stories that drive action,” said Barron. “It’s a beautiful piece of content with a great media plan around it.” For those who struggle with digging up a good story, Barron suggests looking at each pitch from your reader’s perspective and asking who the story will reach. Barron highlighted [Under Armour’s Rule Yourself campaign (opens in a new tab)](https://www.youtube.com/watch?v=ikmd-vtRCqo) as an example to follow: “Under Armour is reminding us of ourselves, and that’s what makes a great marketer.” In the end, the most essential part of content marketing is to go beyond superficial engagement and make a personal connection with your audience, he said. “I do think we have it wrong in the business. We want users to love our brand but we don’t ask how we’re loving them back,” Barron said. “This should be an exchange that goes both ways.” ### Tweet of the Day > Taking Your Membership Website from Average to Elite: 3 Tips – [https://t.co/eopY6qAUhp (opens in a new tab)](https://t.co/eopY6qAUhp) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > [#webdesign (opens in a new tab)](https://twitter.com/hashtag/webdesign?src=hash&ref_src=twsrc%5Etfw) > [pic.twitter.com/WuI5pbMTv5 (opens in a new tab)](https://t.co/WuI5pbMTv5) > > — MemberClicks (@MemberClicks) [March 23, 2016 (opens in a new tab)](https://twitter.com/MemberClicks/status/712642558493646848?ref_src=twsrc%5Etfw) Want to raise your online presence above the usual internet chatter? [MemberClicks’ Callie Walker has a few inside tips (opens in a new tab)](http://blog.memberclicks.com/taking-your-membership-website-from-average-to-elite-3-tips) on how to bring your organization to new heights. ### Other good Reads **Facebook dumps BlackBerry.** The social media giant is the latest in a growing list of companies to announce it will [stop supporting the legacy mobile-device line (opens in a new tab)](http://www.zdnet.com/article/now-facebook-drops-support-for-blackberry/) . **Does your nonprofit need help getting partners on board?** [Nonprofit expert Colleen Dilenschneider gives advice (opens in a new tab)](http://colleendilen.com/2016/03/23/three-tips-to-help-nonprofits-increase-success-when-pursuing-for-profit-partnership/) on how to successfully engage for-profit companies. **Don’t let second-rate vendors ruin your next event.** *Event Manager Blog*‘s Holly Baker gives some insight on how to make sure your next convention [isn’t derailed by poor staffing. (opens in a new tab)](http://www.eventmanagerblog.com/avoid-lousy-event-vendors) (Peter Power/Reuters) [Eli Zimmerman](https://associationsnow.com/author/eli-zimmerman/) Eli is studying Journalism at the University of Maryland. When not studying, he likes to relax with a nice book or a couple rounds at the local boxing gym. [More articles by this author](https://associationsnow.com/author/eli-zimmerman/) Tags: [#Business](https://associationsnow.com/tag/business/) [#Marketing](https://associationsnow.com/tag/marketing/) [#storytelling](https://associationsnow.com/tag/storytelling/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) - [VideoDaily Recap: Day 1 from the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/daily-recap-day-1-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 1 of the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/sneak-peek-highlights-from-day-1-of-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2016%2F03%2F23%2Fcontent-marketing-advice-from-google%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !