Content Marketing - Grasping the Nuances

In Friday's post, I showcased an interview with Joe Pulizzi about Junta42 and why it's an important resource to marketers interested in developing their skills in content marketing and custom publishing.

Today, The Web Business Marketing Blog has followed up the interview with a more in depth article that takes Joe's definition of content marketing and expands it in relation to market needs and reputation management.

One of the most important considerations of content marketing is the ability to put the customer first. Another is to accept and embrace that content marketing is not an occasional shot in the dark at producing an article, but an ongoing and consistent activity that works to position your organization as an expert in solving issues that your customers have top-of-mind urgency around handling.

The point that Hans makes in his article is that content marketing without an integrated strategy and a long-term commitment will not have a directed and measurable impact. There's also a distinction between content marketing and advertising that needs to be made, and he points to the expansion of media opportunities for custom publishing in the future.

It's important to grasp the nuances that set content marketing apart from last gen marketing. Which makes me stop and think about why I labeled it "last gen" marketing. Last gen marketing is product oriented. It speaks about the vendor's accomplishments instead of the customers'. It berates us with problems and negativity, instead of talking about opportunities and helping us envision our futures—once we've solved the issue (using your products). Content marketing is the sharing of educational and expertise information that embraces the viewpoint of the customer—and their needs—through the way you tell the story.

For additional insights, go read the article. Content marketing is pretty much the price of admission for catching the attention of your leads and reinforcing the loyalty of your customers. You may already be doing it, but haven't realized there's a growing practice around its execution.