I stumbled upon this interesting slide show on content marketing - at least that's how it was labeled on SlideShow.Com. However, I think that it does cover more than just content marketing as a discipline. It covers a far bigger, far richer view of the consumers' experience-sphere - and how brands can make/unmake their positions within this circle.
It's all about enhancing consumers' experiences of brands - that's the raison d'etre of media, channel, and messaging experts. It's not about buying a TV ad or a print ad or a banner ad in some number 1 portal somewhere. It's not about buying search keywords and optimizing them to the hilt.
It's about enhancing consumers' experiences of brands.
And I honestly think that content marketing - what used to be called (or is it still called?) "branded content and sponsorships" (though I think it's far more than that) - is one pillar that is currently underutilized in the media planning industry.
A lot of clients that I have spoken to about this have just one reply: "We are not a publishing company". To which I say, "... but the mere fact that you are creating ads, buying media to send those messages into the market, and getting PR people and CRM writers to create campaigns - contents, essentially - don't these make you a publishing company?"
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