That’s me for this particular blog.
I swear to God I’m writing this with just my brain, my body and a laptop that is offline.
I don’t know how to prove that I haven’t looked anything up during the production of this piece of writing.
There’s a confusion going on in the marketing world. Content, without marketing, is not “content marketing”. It’s content creation. There’s a difference. Those waking up to the content craze, that hit our shores from the States in last couple of years, have only taken on part of the message. You only have to read the digital marketing blogs to witness the surge in those taking on the content part of the mantra – but forgetting all about the marketing side of the equation.
The idea behind content marketing is that the content you create needs a purpose, a reason to exist. And generally speaking there should be two types. Branded content – that’s created purely to engage with an audience with subtle mentions of the brand and services it provides. And then specific, targeted content aimed at the customer (B2B or B2C) once you’ve identified their interests.
Is there a more soul-less word in the advertising lexicon than ‘content’? It’s not as annoying as ‘gamification’. It’s not as ugly as ‘filmic’. It’s not as blatantly deceitful as ‘brainstorm’ or as unfathomable as ‘tissue session’. It’s just ‘there’: a word which can mean happy and filling, but which we use in a way that is sad and empty. Read more on Why content kills creativity…
No. Not that Rabbit – although admittedly that one has created lots of excitement for lots of people, especially Sex in the City characters.