Content Marketing is the new buzz but whose content is it?

Some people may think that I'm against Content Marketing. Absolute nonsense! I do however, have a healthy scepticism of a one size fits all approach for every business out there and I've been to enough seminars, networking events and  heard enough evangelising to make up my own mind. I hope that Content Marketing gurus allow for people to question methodologies and results.

Now, I know that those who have been very successful using content marketing strategies will dismiss my scepticism but hear me out. One of the things I hear a lot is... 'Use stuff already on the internet, it's free. "Do your own design. It's cheap." "Who needs a Pro? Shoot your own video" 

This may be suitable for some micro businesses who haven't factored in a marketing budget ,firstly, I'd say "why the hell not?" but medium sized and larger companies should really consider what their brand values are before entering this type of marketing. 

Take Chanel as an example. Have look at their iconography , where they place their ads, the models the choose to display the brand values of their product and the kind of stores where you can buy it. These things aren't chosen by accident; they reflect the seriousness of the brand values and the determination by this 'uber' brand to maintain their market share. And that takes a great long term marketing strategy not a few Tweets and the odd Instagram. 

Of course they'll also use social media and what better than a 'Sleb wearing Chanel to a movie premiere or The Oscars or BAFTAS? Everyone remembers Marilyn Monroe saying it was the only thing she wore in bed. Priceless! But they'll never just rely on social media to get the right message across. They'll spend money on high production photography, video and copyrighting and they'll definitely not skimp on any of this because they know how powerful a brilliant image or video can be and the resulting sales peak that will come from it. 

Now, I'm not expecting small businesses to pay thousands of pounds for video and The DIY approach may be what works for you. There is a lot of copyright free material out there to use and it can be a great starting point but the people at the head of the curve are now ditching it in favour of something truer to their own business story instead of someone else's. 

So, when you're thinking of Content Marketing ask yourself this. Is it your content marketing or just some off the shelf generic message that you hope your customers will buy into and what does that say about your business journey, your business values and your business beliefs?