And how it may better the marketing industry’s reputation
I am not cut out for traditional sales. I gave it a try once, and somehow it just didn’t feel right to me. Maybe it was the products that were involved or the environment I was in, but my first experience in it chased me away, and I could never imagine returning.
In fact, I have concluded that I won’t return to traditional sales because I have found something better.
Content Marketing
Content marketing was an interest of mine before I knew its name.
This is the case because content marketing is based off the creation and sharing of content. In the case of the Mequoda Group, the content is educational. We strive to help publishers better understand the constantly evolving internet landscape.
Content marketing seems so fundamental to me. As a child I recall being taught by parents and teachers to “play nice and share”. What could be nicer than sharing and freely distributing valued and usable information?
Yet, why isn’t content marketing practiced by more marketing professionals?
I have a few theories…
First, the concept is still fairly new. Many content marketers will use multiple mediums to share their content and some of those mediums are still evolving. Articles, white papers, podcasts and video pieces are just a few of the methods used. With the evolution in digital media going on, many ways of sharing these types of media is still just catching on.
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Secondly, I feel people fear change. The old (and tired) ways of marketing have been around for years. Minor changes may have occurred throughout this time, but the overall structure of these marketing campaigns has remained. It can be hard for companies to invest money in an emerging method of promotion if they don’t have any idea of the outcome.
Lastly, not all companies know how to create, compile, repurpose and share content, or have the time and manpower to do so.
Can content marketing better the reputation of marketers?
Let’s be honest, consumers don’t always love marketing professionals. Although, I feel the mistrust behind those feelings have been created by the old rules of marketing.
Maybe content marketing will change the opinion of consumers as they consistently open their email and receive completely free information that interests them.
I unfortunately can’t see the future, so I don’t know how content marketing will affect society. I do however know how popular free products are, so maybe as an industry we are heading in the right direction.
What are your thoughts on content marketing, or the current way marketing is viewed in general? Where do we stand as professionals and how can we better our reputations and give consumers more value?
I recommend halting on the in-your-face approach of screaming at consumers to “buy my product”. How about you?
For more on content marketing be sure to attend our Content Marketing 2010 webinar on April 13th at 12:30 ET.
This is well said, Chris, and it’s worth repeating. The reuse of content is an important strategy of the Mequoda System.
As copywriters, it seems strange at first to be repeating, rehandling, and reusing content. It was for me. But after a while, I began to realize that although the content may be very familiar to me, as the originator or subject matter expert, it is not generally all that familiar to the readers. And if it is, they will merely skim over it and forgive me for repeating myself, if they even recognize it.
But I think that more often than not, your readers will benefit from rereading the content, especially if it is presented in a slightly different context. For myself, I know I generally need to read something at least two or three times before I really understand it and it starts to “stick” in my consciousness. Plus, there is something kinda’ comforting about reading that which is familiar. I feel a greater sense of ownership with the increased understanding.
Does anyone else feel that way, too?
Thanks for the thoughts Chris. I think content marketing builds a relationship with customers. To marketers this can feel like a road that is too slow, as any relationship takes time. But it is a relationship that goes deeper than traditional marketing is able to reach. It’s important to look at quality vs. quantity and content marketing really brings quality. I don’t get millions of hits on my site but the people who do visit are loyal, thoughtful, and engaged. Getting feedback and comments also gives me marketing information and valuable insight into my customers and what they care about, which gives me more content ideas and help me understand how to better serve people. It’s a positive business loop and makes what I do more engaging and fulfilling.
Hi Sadee,
I agree with your comments. Content marketing does create a deeper connection with an audience than traditional marketing. It shows the consumer value long before any exchange of money. A positive business loop describes it well.
Thanks for your thoughts.
-Chris
I use Content Marketing for 75% of my marketing and it’s been extremely successful. I try to find as many ways to repurpose and spread my free content as I can including emails, newsletters, webinars, live presentations, free e-books, my blog and I’m starting to use video and podcasting. And it’s all essentially just the same information repurposed. Great time saver and very effective.