Apr 22, 201308:37 AMIt's All About Content
with Thomas Marks
What you really need to know about content marketing
(page 2 of 2)
Content marketing is equal parts creation and curation, as well as publishing and syndication. Gee-willikers, that sounds like a newspaper or magazine to me. If I have my facts right, the first known newspaper was Acta Diurna published in Rome in 56 B.C. – that’s Before Content. But there are very few similarities between the originators and the new innovators.
I’m an online subscriber to a handful of newspapers, and I hope they stick around for a long, long time. But when newspapers refer to subscription services as pay walls, it’s got to make you wonder how long. That might just be the only double negative that’s still a negative. Content marketers don’t push their content on you. We use voice-of-customer research (VOC) to determine what content you want to receive, how frequently you want to receive it, what platforms you want it on, and what your habits are for sharing content. In the end, your customers and prospects actually look forward to your correspondence – imagine that – and that makes your company an enterprise-wide resource leader. I think the newspaper and magazine industries should do a little of the same.
Sign up for the free IB Update – your weekly resource for local business news, analysis, voices, and the names you need to know. Click here. If you are not already a subscriber to In Business magazine, be sure to sign up for our monthly print edition here.