This Week in Content Marketing: Is It Content Marketing or Sales Collateral?

This Week in Content Marketing: Is It Content Marketing or Sales Collateral?. In this episode, Robert and I debunk a blog post that insists that content marketing does not exist. We also discuss the content jobs that may be lost to machine learning and review Enterprise’s launch of “sales collateral posing as a digital magazine.” Rants and raves include Kendall Jenner’s Instagram supremacy and PewDiePie’s lucrative PR stunt, then we wrap up with an example of the week from Constant Contact. If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes. Will artificial intelligence replace writers and content marketers? Enterprise embraces content marketing with digital magazine (33:56): MediaPost’s Marketing Daily blog brings the news that Enterprise Rent-A-Car is launching a new travel magazine, which comes on the heels of the brand’s new digital strategy. While we love the idea of creating a customer-loyalty-driven content experience, Robert and I agree that the corporate packaging of this particular effort places it in the realm of sales collateral, not valuable content. Sponsor (40:53) Content Marketing Institute’s 2017 events: Whether you are just getting started with content marketing or are looking to take your expertise to the next level, CMI’s portfolio of events has you covered. Joe’s commentary No. This Old Marketing example of the week (56:52) Constant Contact: Something we often talk about during our Content Marketing Master Class series is the popular “Jobs to Be Done” framework, which is a means for achieving value through building an audience.

Author: Joe Pulizzi / Source: Content Marketing Institute

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In this episode, Robert and I debunk a blog post that insists that content marketing does not exist. We also discuss the content jobs that may be lost to machine learning and review Enterprise’s launch of “sales collateral posing as a digital magazine.” Rants and raves include Kendall Jenner’s Instagram supremacy and PewDiePie’s lucrative PR stunt, then we wrap up with an example of the week from Constant Contact.

This week’s show

(Recorded live on December 12, 2016; Length: 1:04:33)

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If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes.

1. Content marketing in the news

Is content marketing failing B2B businesses? (08:20): In a recent blog post, U.K.-based B2B marketer Heidi Taylor takes issue with the idea that content marketing is emerging from the “trough of disillusionment,” as asserted in CMI’s 2017 Benchmarks, Budgets, and Trends research. Though we appreciate her perspective — and even agree with some of her points — we believe that she is redistributing the facts to fit the narrative she wants to create. We respond by airing our concerns with some of the faulty correlations and contradictory conclusions she has drawn.

Will artificial intelligence replace writers and content marketers? (21:30): In an article posted on the Marketing Artificial Intelligence Institute blog, our friends at PR 20/20 address the question of whether artificial intelligence will soon automate content marketing to the extent that we no longer need human writers for content creation. Personally, I believe great writers will always be in demand for the quality and creativity of their work; however, as bots are already starting to take over some of the more commoditized content efforts, Robert is curious to see how those writers will adapt when automation gives them more time to pursue human-differentiated content efforts.

Enterprise embraces content marketing with digital magazine (33:56): MediaPost’s Marketing Daily blog brings the news that Enterprise Rent-A-Car is launching a new travel magazine, which comes on the heels of the brand’s new digital strategy. Pursuits with Enterprise will use a combination of search, paid social, email, and digital advertising to build awareness and drive traffic. While we love the idea of creating a customer-loyalty-driven content experience, Robert and I agree that the corporate packaging of this particular effort places it in the realm of sales collateral, not valuable content.