Is content marketing dying? | Mumbrella360 video
In this video from June’s Mumbrella360 conference, a panel of creatives and marketers from Air New Zealand, Edge, the Invictus Games and MLC Life Insurance figure out if content marketing is dying, or if it’s simply going through an image problem.
Adland loves claiming things are dead. But after King Content closed its doors, and the 2017 Gartner Hype Cycle placed content marketing well and truly in the trough of disillusionment, it was difficult to deny that content marketing didn’t at least have a bad case of the flu. But is it serious?
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“It’s natural for people to jump on a trend and then if there’s some misunderstanding about it, or if there’s a lack of understanding about how it can work for your brand or business, it can go through this phase,” says Tim Hodgson, chief commercial and marketing officer, Invictus Games.
The problem is marketers treat content like they treat tv, with the same fear, panic and caution. Which means, when it comes to actually being noticed online, when you have to compete with the BEST of the internet, not just other tv ads, no on cares about your crappy video. Until marketers realise this, and realise their results are impractical and phony, it’s just invisible pollution.
Accenture just bought a big content shop in South America overnight. Suspect that they know what they are doing.
Not dying, just changing. As techniques tend to do, over time. But Marketing and its fundamentals don’t. Still has its place in the right marketing mix.