Apr 22, 201308:37 AMIt's All About Content
with Thomas Marks
What you really need to know about content marketing
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Seth Godin famously said, “If you’re not content marketing, you’re not marketing.” That’s a relatively bold statement to every marketer in the universe. Is he to be believed, or is he just messing with words to make marketers take notice? Never bet against the Sethster.
Locally, content marketing is moving to the forefront of strategy and execution. It’s reaching crescendo-like proportions as the self-proclaimed King of Content, Joe Pulizzi, makes a rare Madison appearance. Hey, why not take ownership of the kingdom; after all, isn’t possession nine-tenths of someone’s law? A little bit of full disclosure here – the Madison/Milwaukee Chapter of the American Advertising Federation, of which I’ll be president next month, is flying Joe in from his home base in Cleveland for a speech at 11:30 a.m. April 29 at The Madison Club. It’s a ticket that is hugely in demand, but a few remain; you can find out more at www.aafmadison.org.
Now, here’s the truth about content marketing. Even though the company I work for, TMA+Peritus, was one of the very first content marketing firms in the state, with a half-dozen writers producing targeted content for B2B, B2C, and OEMs, the fact remains that content marketing has been around for 100 years or more. Is it a trend or is it mainstream? Actually, it’s both. It was a trend and now it’s a fundamental, mainstream marketing philosophy. In fact, content marketing is the new purple, which was the old black, which was, of course, positioning. To take it one step further, if you’re producing relevant, compelling, and engaging content, you’re positioning yourself as a thought leader, which is, of course, the old black to the new purple that is now enterprise-wide resource leadership.