Is it me or does it feel like buzzword central out there at the moment – ‘content marketing’, ‘experiential marketing’, ‘digital marketing’, ‘strategic engagement’ – bets are in for the next fad to come round the corner in our ever over-populated world of marketing.
Marketing in its simplest form is a tool to attract your audience. So surely ‘content marketing’ is something we have always done? So how come it’s stopped us all in our tracks? If 60% of your marketing budget isn’t taken up by content marketing you’re going to be looked upon like you’re still working the printing press.
So what happened?
The Internet. That’s what.
Somewhere between printing your advert in a magazine to writing a digital blog, the internet appeared and changed the way we think, define and attract our audience.
And just as the internet changed old-school marketing into the data-analysing digital discipline we all practice today, it also transformed old-school content marketing into a completely new and exciting platform. If before the internet, content was a bow and arrow; now, in the digital era of the self-educating buyer, it’s got the precision and power of an atomic bomb.
Digital has changed the way we research, create, target, distribute, promote, and measure our content marketing efforts in many ways, in summary:
Research: We use search and social media to instantly research topics, as well as to find what’s already out there.
Creation: Content used to be all print-based. Now, most of the action is centered on blogs, videos and podcasts.
Targeting: We use digital tools and insights to segment our messaging by categories like personas.
Distribution: We’re not licking stamps anymore. Instead, we’re linking, emailing, uploading, embedding, and streaming our stories.
Promotion: We’re sharing content on social platforms which let’s face it are endless
Measurement: We engross ourselves in the data produced in Google Analytics and SEO. We use the insight to sharpen our strategies and tighten our tactics for improvement on the next user centric immersive experience.
The bottom line here is that what’s being practiced today might not be a new tactic but it’s fast, targeted, transparent, interactive and an intelligent way of marketing, and let’s face it – it looks like it’s here to stay.