What Brands Don't get About Content Marketing
Michael Spencer
A.I. Writer, researcher and curator - full-time Newsletter publication manager.
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The most recent incarnation of Content marketing is still relatively new and changing rather quickly as social media, mobile marketing and video marketing evolve. I come across brands, companies, start-ups and even CMOs that don't really understand or integrate content marketing into their marketing strategy. Many companies have a linear short-term ROI (above all) vision, and over-emphasize sales, without realizing it's the quality of their content marketing that will sustain long-term and ongoing growth.
Many startups fail simply because they don't do marketing properly. They think marketing should be doing what their sales department isn't. Marketing should contribute to your brand awareness while creating leads, it should not be what converts sales! Especially in B2B I notice content marketing is neglected.
I made a quick slideshare to share my take on what Content marketing is and what it isn't. The lack of quality content marketing is a reflection of the lack of talent and the lack of what you pay your copywriters and budget for your video marketing. It's not something you give to the social media intern, it's something your CMO and brand manager has to oversee every step of the way.
It's something your entire company brainstorms together, to come up with authentic ideas for content that is congruent with your company's strengths. Content has to display your unique selling point and connect with your audience emotionally.
Quotes on Content Marketing:
Without strategy, content is just stuff and the world has enough stuff
Content isn't King, it's the Kingdom.
Creating quality content is pointless if you are not able to distribute it expertly
Content is the reason Search began in the first place
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Michael Spencer helps companies improve their content marketing, blogs, social media & video marketing initiatives. If you are a startup or SMB or local to Montreal, you may want to outsource some of your digital marketing needs whether it be blogging, content marketing or social media.
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9 年Nice slideshare, Michael Spencer. You're absolutely right. Most marketing departments still think content that resembles a press release will suffice. Just having a line item for content curation is a step up. Question: In my experience, I've never met a corporation that spent 30% of their budget on content marketing. Do they exist?
Author, blogger, vlogger, chaos magician, clairvoyant, spiritual teacher, healer, singer
9 年Great Blog Michael, given what you're saying do calls to action have any place in say blogs and videos?
Indie apps, Android, iOS, MacOS, Windows, and Web. I like finding the pain points and taking them away. Full-Stack Dev
9 年Another great, post, Michael. It might just be that the "marketing" part of "content marketing" confuses people. Personally, I hate the term. It makes people think that it's just a sneaky way to disguise advertising so that other people will read it.