Content marketing – a single definition?

April 17, 2012 11:51 am

A quick post today from an interesting e-book I’m reading by Robert Rose and Joe Pulizzi called Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand . There’s a quote that jumped out at me – well, several really – and I wonder how many of you would agree:

Marketing orgnizations are now realizing that they can create content whose quality is equal to or better than what many media companies are producing…

By delivering content that is vital and relevant to your target market, you will begin to take on an important role in your customers’ lives. This applies to your online, print, and in-person communications. And this is the same role that newspapers, magazines, TV, radio, conferences, workshops and Web sites have played in the past. Now it’s time for your organization to play that role.

To tweak the old saying: I think I agree with half of that – I’m just not sure which half.

Content marketing isn’t going away. It’s growing fast, in fact. But how we describe it and explain the upside to brands, customers and others will be forever in flux

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