The launch of the internet changed the value of content and at first, companies saw a lot of early success. What many brands were missing was a true content strategy that had a purpose, focus, and aligned tightly with business goals. In his session at Social Media Marketing World, Robert Rose helped the audience face the hard facts about why many of today’s content marketing strategies simply aren’t working and what can be done to flip the script on bad content marketing. According to the Content Marketing Institute (CMI) however, content marketing is defined as: “A strategic marketing approach, focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately drive profitable customer action.” Robert went on to simplify that even further by defining it as: “A strategic opportunity to attract and retain our own audiences rather than ‘rent’ them from traditional media.” For years CMI has been educating marketers on the importance of owning audience relationships. The Wall of Content Anxiety One of the biggest obstacles that gets in the way of content marketing success for many marketers is what Robert defined as “a wall of anxiety.” Committing to a content strategy requires time, effort, and buy-in. 4 Content Marketing Business Models Once you’ve broken through the wall of anxiety, it’s time to begin looking at building your content marketing strategy. #3 – Processor: Content as a Service: This is the model where a need for content strategy (not just execution) becomes very necessary. #4 – Platform: Content as Integrated Business: The final model consists of teams who integrate content within their business. They may also be responsible for other publications or platforms that support the business. Instead, find your focus and develop a strategy that aligns with the needs of your customers and supports your business objectives.
Over the past few decades, we’ve seen the rise, fall, and rebirth of content marketing. The launch of the internet changed the value of content and at first, companies saw a lot of early success. But then, the web was flooded with a high quantity of low-value content as content creation had become much easier to execute.
What many brands were missing was a true content strategy that had a purpose, focus, and aligned tightly with business goals.
In his session at Social Media Marketing World, Robert Rose helped the audience face the hard facts about why many of today’s content marketing strategies simply aren’t working and what can be done to flip the script on bad content marketing.
Content Marketing (Re)Defined
If you ask a room full of marketers what content marketing is, you’re likely to get just as many different answers. To some, content marketing is defined as blog posts while others believe their quarterly campaigns qualify.
According to the Content Marketing Institute (CMI) however, content marketing is defined as:
“A strategic marketing approach, focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately drive profitable customer action.”
Robert went on to simplify that even further by defining it as:
“A strategic opportunity to attract and retain our own audiences rather than ‘rent’ them from traditional media.”
For years CMI has been educating marketers on the importance of owning audience relationships. And that means having direct access to your readers who have chosen to give you their contact information versus…
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