07 March 2013

Content marketing needs a better name


via Behance
“Content marketing” is not exactly the most intuitive term in the marketing industry today.

It doesn't help that some agencies think there’s nothing wrong with slapping the label “content marketing” over everything they already do as an ad outfit.

It also doesn't help that consultants, who mean to clarify things, explain themselves in such prosaic, self-serving truisms:

  • "Content marketing is about engaging the audience" (And traditional advertising aims to bore the tears out of us all?)
  • "Content marketing is all about quality content" (Whereas traditional marketing is a load of crap?)
  • "Content  marketing is about the content" (Is there any such a thing as marketing without content?)
What is content marketing, exactly?

Here's my attempt at an explanation.