There are many definitions regarding content marketing. However, these definitions and the term content marketing as such have become meaningless, even if we will hear it for many years to come, until it has reached the ‘plateau of productivity’ and the term might eventually disappear as content marketing becomes mainstream.
The history of content marketing
Content marketing as a term might be relatively new (it exists since the end of the nineties and was popularized in its current context around 2008-2009), the practice of content marketing most certainly isn’t. On our content marketing definition page we put content marketing a bit in a historic perspective. However, as content marketing is increasingly moving towards digital as mentioned earlier and the modern way of looking at content marketing is very much related with the advent of Internet, we created a separate page on these online roots and their impact on, among others, media, publishing, looking at the customer and more.
Content + marketing = content marketing? The key question is how content marketing can offer value to your business, customers and audiences, depending on the challenges, opportunities and areas where it is used. And this is where we encounter some pragmatic issues with the two words in the term “content marketing”, the reason why we spent quite some time defining and explaining it. The two pragmatic issues with content marketing as a term
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The “marketing” part of content marketing can lead to confusion as content marketing is not just used for strict marketing purposes.
It’s also used for sales enablement, public relations, etc. Good content marketing programs involve multiple internal customers (customer service, sales, product marketing, brand
management, etc.) and content marketing is not owned by marketing (nor by PR or any other division).
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The “content” part of content marketing has been leading to numerous debates on what content exactly is. We’ll spare you those (for now) but it’s clear that it can lead to further confusion regarding the what, why, how and who of content marketing, which is already an umbrella term as such.
Content marketing and platforms: the corporate blog In most digital content marketing and social media strategies, blogs play an essential role, often as the hub of social activities. Blogs have many benefits for content marketing too. Do you need a blog for your organization? It all depends but there are many befits and reasons to at least have a corporate blog (which doesn’t mean it should be company-centric). Blogs have many inherent benefits, can serve multiple (content) marketing goals and there are dozens of good arguments to get started. If you don’t have a blog yet but are considering one or if you want to improve your existing corporate blog, our corporate blogging guide might come in handy.
Content marketing and PR Is there any marketing tactic (PR is not a marketing tactic), customer- or public-facing practice and even business function that isn’t impacted by content (marketing)? The list is long. As we have to start somewhere, below are some revolutions in PR (in correlation with content marketing strategy but also, for instance, social media).
Content marketing and PR: a deep dive with Frank Strong Social, content and PR: connecting the human dots.
HOW TO START A STRATEGIC DIGITAL / ONLINE MARKETING PLAN?
Content marketing software With the growing importance of content for marketing purposes, a range of new software platforms hit the market. Some content marketing software looks at more practical elements (for instance search engine optimization), others are mainly about planning, collaboration and editorial calendars, a group of platforms focuses on social sharing and/or content curation, and, last but not least, there is a range of enterprise-level platforms doing it all. In the latter category we also find platforms that are closely connected with, for instance, marketing automation platforms. The industry of content marketing software is growing fast but also evolving fast, with some players being acquired by large marketing software vendors. At the same time, we see several marketing software vendors but also content management firms and others including content marketing features.
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