Content marketing means different things to different people. Last week I attended a presentation of a self-styled content marketing expert. He was pontificating from the stage about the value of content, and content marketing, but when I asked his definition of content marketing, all I got was clichés.
To me this is pretty typical, disappointing, but perhaps forgivable, as we are just in the early stages of really understanding how best to use this new(ish) medium.
To me, the best definition is that of Joe Pulizzi who runs the Content Marketing Institute.
‘Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action’.
This definition does not at any time mention selling. It focusses on delivering information of value to an audience, which may, in time, result in a transaction.
This implies there is a strategy in place, an organised, strategically focussed process that generates content for publication, that reports to someone who carries the accountability for the process and its management.
Without a process, and someone accountable, it becomes chaos.
Trouble is, much of the so called content pushed out is just rubbish. Chaotic gibberish that rehashes what others have said, not an original thought amongst them. Any good stuff in that maelstrom of rubbish is likely to be lost.
Whenever I hear the words ‘Content marketing campaign,’ which is often, usually from agencies of various types, I cringe. Content marketing is not a campaign, at its best, it is a consistent, ongoing flow of information that may be of value. It is a journey, not a campaign!
Marketing your content is different again, it is simply the management of the challenge of getting your content, good, bad or indifferent in front of those who might be interested, gaining their attention, and extracting an action.
It is largely an exercise in channel management. In the ‘good old days, you had a few options, radio, TV, magazines, letterbox drops and direct mail. Not so now, when there are multitudes of channels all fighting for the attention of potential customers.
You can do a good job of marketing your content, but if your content is crap, it will not do you much good, indeed, it will work against you. Poor content is toxic to the receiver, as it has consumed some of their valuable time, but delivered no value in return.
Header cartoon courtesy of Tom Fishburne www.marketoonist.com
