Is content marketing myopic?
Amid the ongoing hype around content marketing Mark Yeow argues agencies and clients are getting too bogged down in the detail and need to look at content more broadly.
Our industry’s fixation on content marketing is keeping us from seeing the bigger picture.
The power of content extends far beyond lead generation, conversion, and other measures of marketing ROI. It is, perhaps the critical ingredient of any brand – essential to the vision of any discipline involved in creativity or communication, and indicative of their healthiness and longevity.
I prefer Bob Hoffman’s definition of content
‘Content is everything, and it’s nothing. It’s an artificial word thrown around by people who know nothing, describing nothing.
It is an excuse masquerading as a resource.
Content is a con.
It is the ultimate Seinfeld episode: it’s a show about nothing.’
And I thought “content” reflected a degree of happiness, as in
“I’m very content with my lot in life”.
You could therefore expand the use of the two words “content marketing” into a longer sentence, as in
“I’m very content marketing is my chosen profession”.
It just depends where you place syllable emphasis I guess…….
I thought “content was king ” meant try to be more content with what life throws you. I”ve wasted 2 years being content – two years I’ll never get back.
Not sure if I totally agree…. I’d argue that effective content strategy identifies a meeting point between a consumer need and a brand or product attribute.
The challenge is to deliver a win-win by creating something that is valuable to the people you want to reach but which also delivers a measurable business result, however that is defined.
Focus too heavily on the audience needs in developing content and you’ll lose sight of its purpose, and vice versa.
Content is eternal. Selling is eternal. Hype cycles come and go.
Content is information. Certain audiences crave certain types of information (content). Make shoddy content and watch your audience depart.
Sorry but this article seems to be just a series of definitions and jargon. Theory without any point or practical application. What is it actually saying?
I totally agree with this article, content marketing is basically what marketing professionals have been doing for ever — building a brand through content. I think its failure comes with the execution, getting content out there for audiences to see.