July 2, 2012 3:44 pm
There are three main groups of people Collective Content (UK) targets. We thought we’d write three blog posts to explain these types.
Some in content marketing circles would call them personas or even archetypes. We’re used to advising others to think about those they’re trying to reach in this way – though not necessarily using those terms – so it’s dog food time.
Or, as some might say, marketeers. What we mean by this is professionals in marketing, usually at large companies, usually with some authority and budget to spend on advertising, PR and other below-the-line marketing.
Nowadays content marketing is not just their responsibility – they are embracing it.
Collective Content has nothing against marketing folk from medium-sized or small companies (more on them next week) but it is the large marketing departments who are in many cases driving the content-led approach.
They consider brand publishing, view execs and other employees as sources of insight and have embraced a long-term, education-first approach as key to winning hearts and minds of would-be customers.
Of course this isn’t the view of every marketer and every marketing department. But we’re seeing a tipping point and are lucky to be working with some enlightened companies.
Next time: It’s not just about the big boys or the marketing-savvy…
*Photo 01 (163) by Victor1558 used under Creative Commons Attribution 2.5 Generic (CC by 2.5).
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