An excerpt from the book “ The Traditional Marketers Guide to Content Marketing”
After spending more than 20 years on (what I thought) was every aspect of marketing which included advertising, search optimization, PR, mailers and analytics, and what not, I was having a REALLY hard time figuring out the amount of attention this new (hmm.. more on that later) star kid on the block was grabbing and how it’s popularity had suddenly turned everything I knew about marketing into a lowly has been.After spending more than 20 years on (what I thought) was every aspect of marketing which included advertising, search optimization, PR, mailers and analytics, and what not, I was having a REALLY hard time figuring out the amount of attention this new (hmm.. more on that later) star kid on the block was grabbing and how it’s popularity had suddenly turned everything I knew about marketing into a lowly has been.
Some of the questions that bothered me included:
- Hasn’t this been around forever? I mean content was ALWAYS the hero, right? What’s changed? What am I missing here?
- Isn’t ALL marketing content marketing? Paid or owned or earned, we always had some kind of a communication strategy… that’s the same as content marketing, ISN’T IT?
- Is this a superset to marketing or is this the new centerpiece -
Where exactly does it fit? And where on earth do I start? Not ALL OVER AGAIN, I hope.Skeptical for the most part, I was determined to make it mine. But the deeper I dug, the more fascinated I became. Frankly, whether you are a dyed in the wool marketer or not, you will ultimately bow to the sheer elegance of a concept that integrates EVERY aspect of business and marketing and the internet and customer and, yes, psychology (and the constantly multiplying tentacles of channels, tools, metrics and methods, and sub niches) into a simple premise that resonates with clarity for even the uninitiated.
Content Marketing demands an honest admission of a brand’s true relevance and then proceeds to build everything else around it.
And in case you are still looking for proof, the meteoric rise of content marketing made possible through its very own principles makes for the best possible case study, not to mention a heck of a storyline.
I wish I could say that reading this book will turn you into a successful content marketer in 10 easy chapters but I know it will help you better access, optimize, and use what you ALREADY know. It is intended to empower you to embrace the dynamics of the post internet world (of infinite marketing complexities and opportunities which are as nerve wracking as they are powerful) through a concept that has long come of age.
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