Why Content Marketing Is Like an Oatmeal Cookie Recipe

As I was emptying out the end of the massive Costco package of oatmeal into our oatmeal container (yes, honey – we did use it all!), I noticed the famous Quaker Vanishing Oatmeal Raisin Cookie recipe on the bottom of the box.  My next thought was that I should make some of those cookies soon.  They are delicious and even somewhat healthy.  My next thought was “Wow, this is content marketing at its best.”

I don’t make cookies very often and when I do I want to make it an exceptional experience for my family, so of course I want to use the best ingredients, which would include Quaker oats.

I’ve been thinking a lot about content strategy a lot lately, as I recently attended the Silicon Valley Brand Forum, which was on Aligning Content Strategy with Brand Strategy, and have been planning content strategy for one of our clients.

So when I saw this cookie recipe on the bottom of the box, it occurred to me that this classic Quaker Oatmeal Raisin Cookie recipe was well ahead of its time.

They understood that providing a valuable piece of content was a great way to grow their brand.  In my few cookie sessions, I want to create only great cookies, so I will likely use Quaker Oats as they are a trusted brand.  I don’t want to spend that time and then have the cookies turn out badly.  The recipe specifies Quaker Oats and of course I could use any oats, but chances are that I won’t.

So I’ve been essentially influenced by a trusted advisor (Quaker is an expert on oats) to make a buying decision (buy/use more product) with great content (recipe); Content marketing all wrapped into a yummy cookie!