Thoughtful Definitions Of Content Marketing: Expertalk 010

EXPERTALK #010A collectible series of

breakthrough brainwaves

THOUGHTFUL DEFINITIONS OF

CONTENT MARKETING

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SHOBHA PONNAPPA CONSULTING IN DIGITAL MARKETING BREAKTHROUGHS



“Content marketing is the worst term in the world — except for every other one. So I’m sticking with it. To me, it may be dissolving into general marketing, but it’s still a distinct subset.

There is marketing that is clearly NOT content marketing (the Coke hoarding at the football match; the supermarket discount ad…) and there’s marketing that clearly IS content marketing .”

Doug Kessler



“For years, companies held information close and only shared with good clients, sometimes even keeping their own clients in the dark. An ignorant market was easier to sell to - or at least that was the idea.

In recent years, information has become king. A company that refuses to share information that helps the buying decision will suffer, if not disappear completely.”

Bryan Haines



“Content marketing is the practice of creating and publishing in owned media channels, as opposed to advertising, for which media is always rented time or space.

A radical shift in marketing budgets is occurring as companies shift spend from a legacy focus on advertising to investments in content. The trend is toward “pull” rather than “push” marketing.”

Rebecca Lieb



“You might say, “Wow, so content marketing is pretty much everything except verbal sales?”

I’d reply, “Yep, content marketing is a new name for most of what we’ve done as marketing for years. Old practice, new name. Sure, blogs are newish. And using Facebook ads and an ebook as social content marketing is pretty new. But it’s still essentially the same thing as mailing a brochure or writing a book.”

Brian Carter



“Content marketing is clearly the Big Marketing idea of 2013, or at least is being marketed as such.

And yet at the same time there are signs of something strange going on.

People still rush to provide definitions of what content marketing actually is, as if they are trying to convince themselves of the validity of what they are talking about. “

Raymond Snoddy



“It’s not content marketing’s fault that it’s become the buzzword-du-jour for marketers everywhere. The Internet itself was said to be over-hyped during the bubble days. As it turns out, all that hyperbole turned out to be understatement.

The Internet really did change everything. Despite the hype not because of it. But that will settle down when the next big thing comes along.”

Doug Kessler



“This intersection of finite content consumption and rising content availability will create a tremor I call The Content Shock.

In a situation where content supply is exponentially exploding while content demand is flat, we would predict that individuals, companies, and brands would have to “pay” consumers more and more just to get them to see the same amount of content.”

Mark Schaefer



MY TAKE:

“The truth about content marketing is that you have to convert yourself from a brand marketer to mentally become a "publisher" and write like a "journalist". You have to put out valuable information that adds to the target audiences' intelligence. You must try to earn people's trust by increasing the perception that your brand is a domain authority in its area.

You must do content marketing relentlessly 24 x 7 x 365 without expecting turnaround sales or even product sampling as a "result". It’s almost saintly!



SHOBHA PONNAPPAhttp: shobhaponnappa.com

Read a lot more on this topic on my blog post:

What is content marketing? And what is it definitely not?

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Thoughtful Definitions Of Content Marketing: Expertalk 010