September 6, 2017
Quite simply this is a buzzterm. It is ambiguous. It's not a strategy and it's not a tactic. So, what actually is it?
To me it is just marketing through modern channels of communication. Don't get me wrong, Content Marketing exists, I just don't like the use of the term. It is ambiguous and people always ask what it is. It's a label and that's as useful as it gets.
I have been looking at online content for our clients for over 10 years with the aim to drive traffic to websites and help that traffic find the answers to their questions. Answering questions with your content is not new and the strategy has not changed BUT the tactics sure have.
My content marketing concerns....
The one thing that I do like is the endeavour and the willingness to try but it is often misguided on a promise that it will "transform" their business.
The beauty of the online world is that we can be targetted in our approach and we can measure results. Under the "Content Marketing" label there are lots of channels, tactics, media, methods etc etc and if you are going to create content, here are a few things you really need to think about...
It's not easy.
There are lots of stories of fantastic "content marketing" but to me these stories are the minority. We very rarely hear about the other end of the stick....why?....because no one wants to talk about it. They tried it and it was difficult, they didn't know what was working or if it was working, so they stopped. They don't talk about it because it's not that not interesting....or is it?
The activities under the "Content Marketing" label are real, they exists, but be more focussed in your approach, make a plan, do what your audience wants, measure it, learn and evolve. Don't just publish because you feel the need to do "Content Marketing". It is not a strategy and it is not a tactic, it falls somewhere in between. If you get your tactics right it will work but please call it something I can understand.