There are trends in the marketing world much like there are in the fashion world. Certain buzzwords and concepts become the latest style for a time within the broader business world. And marketing professionals rightly capitalize on that to connect their trade with professionals from other business disciplines with whom they collaborate.
Often the latest marketing trend is a repackaging or reworking of an older concept. Much like when I was young and thought I was on the cutting edge of fashion only to find out my grandfather had a stash of clothes from 30 years ago in the back of his closet just like mine. This is in some ways the case with “content marketing” but with a twist.
In a sense content marketing is not new. Marketers have always tried to match their message with content that resonated with their target audience. If you were selling toys you ran TV ads during Saturday morning cartoons. If you were selling mechanic’s tools you would place an ad in an automotive magazine.
So what has changed and made content marketing a hot topic? Technology has eliminated most of the barriers of entry to the publishing business. No longer do you need large investments in studios, cameras and towers to deliver a quality video around the world or a large printing press and postage to deliver an article with stunning graphics. A portable camera and a laptop with some software and your set. In fact in some situations you may only need your smartphone. Now everyone can create and publish content.
This has put tremendous pressure on traditional publishing companies and enticed many companies to try their hand at publishing. Think of that fitness magazine you don’t remember subscribing to but regularly comes in the mail. When you look closely you notice it is published by the owners of the fitness club you recently joined. This does raise some questions about journalistic independence but that is another topic entirely.
The important issue for marketers is to recognize they are entering the publishing business when they embrace a content marketing strategy. I think it is a similar understanding that is behind Michelle Hill’s recent article “Eight Reasons to Hire a Journalist in Your Marketing Department.” This is good advice and one that I have employed successfully in the past. This understanding will help you make a more informed decision about whether it is an appropriate strategy for your organization (it’s not for everyone). It will also point you on a path that is more likely to be successful.
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