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Hi Danny...again, an interesting and thought provoking post. I certainly appreciate the shout out, especially on the event.
I agree with a lot of what you are saying, and respect the areas where I don't. I've been in this industry (the content marketing industry, formerly known as custom publishing, which has been going on for hundreds of years) for over 12 years now. We've had to fight the battles against what it is and what it isn't. Honestly, it doesn't matter...much of it is semantics. Here's what I know.
1. You CAN market a company using just content marketing (our company is proof of that, so is Brian Clark's). That said, content marketing is like butter...it makes all the traditional stuff you are doing that much better. Hubspot is a great example of a company that has used content as a key part of the whole of marketing, but still leverages much of the traditional process.
2. It is like marketing, but it isn't. How do I know? Never have I seen marketers struggle with the concepts of how to attract and retain customers with valuable information WITHOUT talking about themselves. It's a huge pain point in most organizations. Everyone in the organization feels they own content, so it's everywhere and nowhere at the same time. Often, to develop integrated content processes within organizations, a culture change needs to happen.
3. But yes, it is marketing. Hopefully the content you create has a goal, from acquisition to conversion to loyalty to passionate subscribers...and there is the biggest difference with what we are seeing with content marketing. More companies are focusing on creating passionate subscribers. This is new. Most companies never worried about their own channels. We always borrowed the channels. Today, brands (like AMEX, P&G, RedBull, Coca-Cola, etc.) are developing programs so they can have direct connections and relationships with customers - just like media companies have been doing for years. That means we need great storytellers that understand how to work multiple channels. Most brands are great at placement, but the majority are horrible at creating, developing and marketing their own channels.
I’ve had the pleasure of working with some of the smartest traditional marketers on the planet…but many don’t know where to start when you talk content marketing. It often doesn’t make sense to them (you mean, I don't talk about our own products?)…and that’s okay…we still have a long way to go. Robert Rose and I wrote a book about managing the process, and most of it sounds like perfect strategy for TV producers, radio personalities, book authors and film producers. And that’s exactly where we need to go today. Our customers don’t care about us or our services…they care about themselves. How do we get them to care about us at all? By developing the most amazing content, either entertainment or utility, that is so good they actually engage in it like (gasp) it was real content. They sign up for your marketing, because it's that good. They don't even care that it is marketing.
Thanks again Danny…I appreciate you keeping the conversation going.
8 months, 3 weeks ago on Sorry, Content Dudes, But It's Just Plain Old Marketing
Fantastic Amy...thanks for the overview. Really appreciate how CBUS is stepping to the plate for Content Marketing World.
10 months, 1 week ago on How to Improve Your Content Marketing Strategy
@ytsirklin It's funny you mention that "content marketing" originated with the first cave painting. I speak about that all the time...and we put this in our infographic here http://blog.junta42.com/2012/02/history-content-marketing-infographic/.
As both you and Jay note, content marketing has been around virtually forever...we are just using that term so that we can all get on the same page. Thanks for your feedback.
10 months, 1 week ago on Content Marketing for Professional Services: Does It Cannibalize Your Business?
Shoot Amy...I didn't know you were from Columbus. Thanks for the shout out about Content Marketing World. We are very excited to have Jay and over 70 others on hand for this years event (Plus Rick Springfield ;). Looking forward to seeing you there.
1 year ago on 6 Great Conferences to Attend Before the End of 2012
Hi Sarah...great overview and thanks for the shout out. Excellent three points from the lunch chat!
1 year ago on 3 Reasons You Need Content Marketing for Your Business
Thanks for the shout out Jay. Really appreciate it.
1 year, 2 months ago on Content Marketing for Lawyers: A Timeline of Selling Through Storytelling
Marcus_Sheridan The imagery provided by Content Marketing Institute's own Joseph Kalinowski (@ringo66). I agree...dang awesome.
1 year, 5 months ago on The 6 Stages of Exposing Yourself with Content Marketing
MackCollier I so agree...how did we make that happen? They were awesome.
1 year, 8 months ago on Content Marketing World Review - The Bar Has Been Raised
Mack...I read this post twice. I can't thank you enough for the kind words and your support of the event. As a speaker yourself who attends a ton of events (I remember when we met at SXSW), it really means a lot coming from you. Thanks my friend!
Thanks for the shout out on the magazine. Really love what you are doing here!
1 year, 10 months ago on You = Chief Content Officer
I just read this post and now I'm even more excited. Looking forward to having you a part of the event Mack!
1 year, 10 months ago on #Blogchat LIVE is coming to Content Marketing World!