Why we aren’t ready for content marketing, and what can be done about it
In this guest post Caroline Catterall reveals why getting a grip on content marketing can be a more difficult concept than expected.
Search traffic for content marketing has skyrocketed in Australia since 2013 and it’s not hard to understand why.
On paper, the value proposition for brands sounds pretty irresistible – become your own publisher, drive traffic to your website, save money on advertising.
…and as all writers should know, the more that man bites the dog, the more powerful the content.
Terrific post C!
Matt.
Content is an important tool in any marketer’s kit bag but it probably shouldn’t be the only one. Advertising in all of its forms still has a vital role to play. It’s also important that all parts of a business work together for content marketing to succeed. Just like a newspaper needs an editor, companies that want to do content marketing well need someone senior to pull all of the elements together and be responsible for what is being published (and what’s not).
Agree Peter – a good analogy. You could also liken it to building a house! Cheers, Caroline
Great post Caroline. For mine, It’s important to recognise that content marketing is a repeatable, measurable, strategic business process that relies on the creation, curation and distribution of useful, relevant and consistent content. It’s also a medium to long term approach. It takes time to build a loyal audience. Brands are not the only ones jumping on board the content marketing express. Increasingly Government, NGO’s and not for profits are discovering the power of “going direct”.
Great post. I especially agree with the last point; I’ve seen great content come from various different agencies handling different aspects of our marketing mix.
Thanks for covering our panel! I love the closing of the article – I used that saying during the panel Q&A too 🙂
Great piece Caz and some excellent tips. Stories not stuff steadily wins the marathon.