Why content marketing is a “do-over” for social media

second chance

My friend Stanford Smith wrote a thought-provoking article last week, The Difference Between Content Marketing and Social Media and Why You Should Care and it got me thinking about how these trends are intertwined.

I think the buzz on “content marketing” is an opportunity for redemption from years of social media silliness. This is what I mean…

The failure of social media marketing

The opportunity to connect with customers through social media is a legitimate and historically important marketing opportunity. When was the last time an innovation truly changed the way we thought about marketing? The breath-taking shifts in social media make us re-think our opportunities almost every day.

For an executive who has been running a marketing department for 20 years, this may be disconcerting news. The basic concept behind print advertising hasn’t really changed for centuries. A shift in how we market though television has occurred about every 10 years or so. Even websites are pretty easy to understand. But keeping up with the tectonic shifts of the social web? Intimidating.

For 90 percent of the companies I see, the social strategy is this: Create a Facebook page and Twitter account to check the “social media box” and hope the whole thing blows over.

And that is silly.

So when I see the latest poll that says small business owners are not seeing a return for their social media efforts, I think to myself that they are asking the wrong question. The question should be “Do you really have any idea what you’re doing?”

I predict there would be a close correlation between those who answer “no” (which is 90 percent) and those who are also not seeing a return.

Enter content marketing

Now we have this new buzzword “content marketing” that is gaining legitimacy. This was a major topic at SXSW this year. Entire conferences have been created around the idea. A respected senior advertising exec just jumped ship to join a start-up content marketing firm.

Advertising agencies have a right to be concerned because nobody sees their ads any more. Newspapers are dying. Technology allows us to avoid TV ads. Click-throughs on online ads are dropping every year — they are essentially invisible.

So how do we get our message out? By creating content related to our brand that is so good it is even better than mainstream news and entertainment.

What’s the difference?

At the core, there isn’t much difference between a social media strategy and a content marketing strategy. Both are about connecting to relevant online customers, serving them with helpful content, and encouraging engagement in a way that ultimately leads to some interaction and business benefit (like a sale).

But there is one big difference. You might be able to fake a social media strategy by checking a box. You can’t fake a content marketing strategy because there has to be some thought and effort behind the content for anybody to pay attention. You have to consistently create something meaningful for any initiative to work.

A second chance for social media

The legitimate idea of social media marketing has become lost in a sea of simplistic guru-isms like “It’s all about the conversation,” “It’s all about the listening” and of course the famous “Measuring the ROI of social media is like measuring the ROI of your mother.” All of these handy sayings are simply a disservice to businesses everywhere.

In the eyes of a seasoned businessperson, social media marketing seems silly, because we have made it that way by embracing these decidedly non-business anthems.

Content marketing might represent a “do-over” for social media. We have an opportunity to have a more mature focus and put the emphasis on real business results instead of a strategy based on the fear of being left behind because we don’t have a Facebook page.

This re-branding is an opportunity to create great work that engages our customers in a manner that leads to measurable gains in awareness, action, and eventually loyalty — which is what social media marketing should have been about all along.

Agree?

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  • Nice article Mark 🙂

    I have been writing about photography for about 5 years and, for the past 5 months, write about the world of HR for my ‘day job’. Both involve writing articles and sharing these through social media.
    When looking at our competitors (in the HR world) I do see that a lot of them have social media pages but never update them (or updated them a couple of time at first and then forgot about them).

    I think the difference is that I learned that consistent, quality updates and being involved in any discussion about them on social media sites, are essential and through writing about what I love (photography) this just happened naturally (I wanted to write everyday and to discuss photography with anyone that would listen).

    I was then able to transfer this knowledge to my day job.

    If I had started content marketing and social media as part of my day job I wouldn’t have acquired this knowledge and would probably be one of those ‘content marketers’ that just ticked the box because I created an empty page.

  • Fantastic story Barry. Thanks for helping to make my point in an exceptional way!

  • Chuck Kent

    If clients and agencies can move beyond the misunderstanding that “Content marketing follows the venerable “brought to you by” model of consumer engagement,” (as in the NY Times article on Rob Murray “jumping ship”) and embrace it as a complete reorientation to being “authentically helpful,” to borrow your phrase from Tao of Twitter, then content could be a redeeming “re-do” not just for social media but for all of marketing.

  • Totally agree!

  • Joy Meadows

    Great point Mark! I think that there is a stigma with social media marketing being only for “young people” (because the “older folks” do not know how to embrace social media). The problem is that the “older folks” are a wealth of information- sometimes being in their respective industries for decades, which the younger people are not privy to. I think that re-branding social media to content marketing will help to bridge the gap between the generations- helping to remove the stigma of “social media” and allowing the experts to “share their story”.

  • An enlightened view my friend.

  • Thanks!

  • Absolutely Mark “helpful content, and encouraging engagement” has been our focus since we began online in 1995!

    Thank you for sharing your perspecitve on “content marketing…for social media”

  • I sense you are correct Joy. I actually had that point in the first draft but the post was getting too long. There is this stigma of Facebook is for kids that is a legitimate obstacle to progress for some businesses.

  • Anne OConnell

    I couldn’t agree more Mark. I just wrote a post yesterday encouraging all ‘content creators’ within any company who are responsible for communications, be it PR, marketing, corporate communications or investor relations to band together to ‘re-purpose’ content to reach their respective target audiences while incorporating the new kid on the block (Social Media) where strategically appropriate! Content is already being created and Social Media is another tool in the integrated marketing mix to get the message out. Whoever is responsible for Social Media in an organization doesn’t need to recreate the wheel or search outside for Tweet fodder and, even more importantly, should be at the table when communication strategy is being discussed.

  • You have truly been a pioneer with this approach. Your wealth of helpful content is impressive!!

  • This is great Anne. Please feel free to share your link. Sounds like a helpful post!

  • Thorbjorn Liell

    Thanks, Mark. Interesting views. Another BusinessesGrow article to refer to during my next social media workshop 🙂

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  • IMHO it’s still about integrated marketing communications, which has been overshadowed by social media marketing and now content marketing. Marcom has always been about content, whether your talking about a brochure, banner ad, tweet or billboard ad.

    Two key aspects of marcom have changed: (1) Approach: customers and prospects can talk back in public way—giving rise to less “push” and more “pull” communications—the dialogue to which you refer ; and (2) Channel fragmentation: the number of channels has increased exponentially mainly as a result of social media.

    The marcom mix must also change to address these issues. Print ads, brochures, press releases, and events have yielded to tweets, G+ posts, hashtags, blogs, commenting/outreach programs, and much more. While I agree that in B2B content marketing represents a social media “do-over,” I still believe, as you suggest Mark, that it all goes back to business metrics.

    As a marcom professional, it’s my job to convert business strategy into a successful communications strategy. With social media and content marketing added to the mix, developing the most effective overall marcom plan that will drive business results is more challenging than ever before.

    Content marketing uncovers the need to, as Chuck suggests, reorient our marcom efforts to being “authentically helpful.” It also places the onus on marcom professionals to understand these media and learn how to use them effectively, which as Barry puts it, may involve a little trial and error.

  • Susan Burlingame

    Thank you for this thought-provoking and helpful article, Mark! I agree with you that there has to be some thought and effort behind content for anybody to pay attention. The challenge remains to consistently create something meaningful for any initiative to work. It takes time and effort. Your books and posts remind me to keep moving forward!

  • Sherrilynne7

    Really, content marketing is nothing new. PRs have been doing it forever. It’s the channels and formats that change. The stories remain the centrepiece.

  • Thank you Mark… Your kind words touch me deeply!!

  • I like your point of view, Anne. It speaks to the broader issue organizations
    face relative to communications. More importantly, you mention the audience, without which there is no communications. Are you seeing the communications function in some large organizations beginning to flatten? Altimeter Group has done work in the area of how to organize for social enterprises. They suggest a social media “center of excellence” in which representatives from all functional areas participate, similar to what you describe.

  • I definitely agree with the center of excellence approach for a large enterprise. I also think boutique social/content agencies will thrive because there is too much change too fast for most companies to stay on top of it and excel.

  • So glad this was helpful for you!

  • You mean the world finally starts to realize that most social media marketing as it’s done today is just push-advertising? Finally! Looking forward to a brave new world of content and relationship building.

  • This comment is a real gift and a superb blog post in its own right! There is simply so much to discuss and comment on here. We need to have coffee!

    Let me just make three relevant comments:

    1) The third thing that has changed (in addition to the two you mention) is our ability to measure and adjust. What is the impact of a billboard? Who knows. Yet our online content can be tested, optimized, iterated.

    2) The other signature difference is rate of change. It was elegant and easy putting out a brochure. Now we have to figure out if there is a role for Vine and the latest shiny ball.

    3) The really interesting integration challenge I think is figuring out how we make our content go virall offline as well as online. A different way of thinking about “integration.” Not just “blending,” but accelerating. Second screen is the new black : )

    Hope we can meet one day and chat about this!!

  • Just keep swimming. Just keep swimming. : )

  • Anne O’Connell

    Hi J,
    As to your question about flattening of organizations I think it really depends on the organization and how much turf protecting is going on. It’s got to be cross-departmental not only in Marcom but even across areas of responsibility. In my years doing PR I used to spend hours in the offices of other ‘department heads’ listening to what projects they were working on and brainstorming the messaging (and delivery mechanism) for whatever audience they were trying to reach (internal or external). I couldn’t create content out of thin air whether it was for a press release, brochure, website content and now new media! The fact that I started with them really solidified a relationship of trust on so many levels. However, then I would also meander into the rank and file too to hear what was ‘really’ going on. It helped with media relations because everyone knew who to forward a reporter call to… not so easy these days with everyone at the control panel and every employee having a Twitter or FB profile! That makes it even more important to align messaging strategies and open the lines of communication, especially amongst senior, middle management and entry level staff. As Joy pointed out it should be symbiotic.

  • True, especially when other means of communication like traditional advertising are going away.

  • You are exactly right. : )

  • lol… yes, too much to discuss here. I had started discussing rate of change, but decided that’s a whole topic unto itself and removed it! You touched upon it above in your reply to Anne’s post relative to the need for boutique social media agencies to help businesses keep pace with the rapid technological advances in communications. Thanks for you kind words, Mark. Perhaps our paths will cross one day soon… if not, virtually!

  • Anne O’Connell
  • Thanks Anne. Turf protection is a reality when it comes to change, especially transformational change. I hope Joy is right about content bridging the gap and the alignment you suggest happens… before the “next big thing” occurs in communications!

  • RandyBowden

    In total agreement on this Mark. It is importance to understand that producing and being consistent with relevant content is the key. The “free” concept always creeps in and the “lazy” approach of pushing seems to have tainted what is a vehicle that can produce real results. it is business!

  • Craig Lindberg

    I totally agree Mark. I also think some operators may have been peddling the salve of social media on the pretext you note and because “set it and forget it” was an easier sale; it catered to the “check-the-box” crowd who do not really understand social media, hence dismissed it. The bad news aside from lackluster result, is this trampling of the flower garden rightfully increases skepticism of anything that follows. How to overcome that challenge may be good subject for future discussion.

    To varying degrees I’ve been involved with HubSpot since 2009 and as we know a key discipline of their inbound marketing program is creating fresh, relevant, compelling content. This is a bit understated along the lines of “some assembly required” and once started a content marketing program is never finished. It requires a lot of care and feeding to keep evolving in order to deliver on its promise.

    That’s a hard sale especially if one doesn’t know what they’re doing and if that correlates to your 90 per cent figure, we can expect the hawkers of “social media in a can” to keep banging their drum. I do believe though in the long run content marketing will take center stage but it may take awhile. Of course in today’s terms that may be only a few weeks or months.

    Cheers!

  • Meeting people in real life is the best part of the social media experience!

  • Great addition to the discussion Randy, thank you!

  • Lots of good discussion points here Craig. i’ve been thinking a lot about “the hubspot problem.” I mean, how are you supposed to compete with something like that? It’s a machine!

    Also, I agree with you on the SM in a can approach. I have been absolutely shocked at what BIG agencies are passing off as social media strategies. Cookie cutter crap. No wonder we have to fight for credibility! Thanks for the sterling comment!

  • Mark, I hope you’re right, but I’m increasingly pessimistic.

    You wrote content marketing “is an opportunity to create great work that engages our customers in a manner that leads to measurable gains in awareness, action, and eventually loyalty.”

    Yes, it is an opportunity to do that. Some will (and some have in social media already).

    It is also an opportunity to publish to the lowest common denominator. To find the new post-panda, post-penguin, and someday the post-peacock line for minimally-acceptable content. To create click-bait and link-bait content (infographics, lists and controversies) surrounded by promotional offers with registration forms. To drop “leads” into a never ending stream of low value and unoriginal content that you can’t opt out of.

    I agree, it can be more. For some, it will be. But all you need to do is look at a snapshot of your home feed in Twitter and the content people consider worth sharing, or the repetitive posting of marketers content into every social media platform and group they can get access to, to see the focus on page views, promotion and the final destination some companies are headed towards.

    I’m looking forward to Jay’s new book. But I’m concerned many companies will see advice from you, Jay and others as content to be “curated” or hot topics to leverage, not advice to be taken to heart and internalized into their business.

    I hope I’m wrong. I hope content marketing is embraced as a way to create marketing that is actually useful and valuable to the people we are marketing too.

    Ok, enough pessimism, raging support promised for a future perspective! 🙂 Thanks Mark.

  • absolutely love this post, Mark!

  • so true!

  • Leeloo Diamond

    Thanks Mark,

    couldnt agree more with Anne.

    so much content is created. So little being relevant. So little properly promoted and distributed to the right people. On top of doing relevant and honestly interesting content would be fantastic that it also reach out to the right people.

    Lot of work to be done to let people know it’s actually there. Agree totally with Anne : communication strategy is key.

    Often content creation sound either like a tax write off.
    From the streets it such a frustration to see how much is spend on creating content, which is either self indulging or excellent but just know one knows its there. You don’t get respected as a brand when you waste or hide a good information.

  • Craig Lindberg

    Mark,  the new fangled platforms like HubSpot that can do so much, are as you might suspect, only as good as the level of dedication given to understanding, running and maintaining them which presents (ta-dah!) opportunity. Many of the clients I’ve  worked with want all the benefits of a HS program but for a variety of reasons need a consultant or an agency to “do Hubspot” for them. Alot of work but great support and analytics/reporting to keep progress on track.
    A whole topic unto itself. And thank you very much for the kind comment.
    Best,
    Craig

  • Mark, I agree with lots of social media advice being silly and useless for businesses, even misleading and hurtful. But I’m not sure I understand what you’re proposing when you say “Content marketing might represent a “do-over” for social media.”

    What are the every day To-do’s that would represent that “do-over?”

    Creating useful content shouldn’t be a new concept. So, is the new concept to then post this awesome content on Facebook & Co. (instead of posting it to our blog or slideshare, for example)?

    If yes, that would simply be old-fashioned broadcasting again – only through new channels. Nothing inherently ‘social’ about that.

    But then again, lots of things that seems to work on social media aren’t as new and social as the self-proclaimed social media gurus make us believe:

    – a Facebook ad for example is just that: a very traditional click ad. Whether it works or not doesn’t have so much to do with social as with the same factors that make ads work or not on other sites. (context, relevance, copy, images etc.)

    – and the Twitter accounts with the most followers are those that broadcast the most messages, and -surprisingly- interact relatively little. (Dan Zarella analyzed this.)

    Ach, here I’m rambling on…back to my question: What are the pratical implications or to do’s for a content marketing related social media do-over?

  • ross_boardman

    Mark,

    I fail to understand how people do not get this?

    The webmaster or “marketing” agency who says go social should be shot. There are too many, tend to agree on the 90%, that install and go away. When will it be understood that technology does not equal technique? Oh, and choosing which content mechanisms and social platforms to use is a true craft.

    Great content draws people in who are looking for it? The rest is either veiled commercial, canned wordage or spam. In a previous article you are not losing the life blood of your business by giving away your content. To write a great article or a book means you have much more to give. The author in the flesh is more than what they can put onto the page.

    Ross

  • good content overall holds the key for blog,website if you want your service to promote to everyone content should be original and embedded with proper keywords for making your seo efforts count

  • Nice perspective. I agree with the overall the spirit of the post and the assertion that content marketing represents a huge potential for social media. My only point of difference (and it may be mostly semantics) is the suggestion that there isn’t much difference between social media strategy and content marketing strategy.

    I offer that content marketing strategy is one of the two main ingredients of a well-thought social media strategy, the other being a solid community management strategy. Content and community go together like salt and pepper but are far from the same thing. Used together and in balance, they are the main ingredients in the recipe for a successful social media program.

    Many of the gurus have gone astray in recent years by focusing only (or mostly) on the community element—”the conversation” as they like to call it. And, to their credit, the conversation is very important, but it is only one ingredient in the recipe. Community may be the reason for people to belong, but content is their reason to believe.

    As Mark points out, most of what passes for content marketing these days is crap. In fact, a lot of what we see isn’t content strategy at all; it’s a “curation” strategy—brands sharing links to content they don’t own in the hopes of becoming associated with what it is they are sharing. Basically, it’s a “fake it ’til you make it approach,” so it shouldn’t be surprising that so many companies feel that social media isn’t working for them.

  • I see the same thing. Might be a blog post in that comment for you Craig?

  • I have one foot in your view and one foot in mine. (does that make sense?)

    Sometimes I get disheartened by the reality of the content machines (did I read that Gary V is going to triple his content?) but i also see Google improving and moving in the right direction. In the long term, original, beloved content from real authors SHOULD win. I really think it will, too. That’s the plan any way : )

    I really appreciate you offering this sobering and accurate view. Every time you comment I learn something Eric!

  • Thanks for letting me know Jessica!

  • Thank you so much for contributing and I agree with your point that not enough attention gets paid to the delivery and sharing of the content. Content has to “move” to have power!

  • A lot of wisdom in this content Ross. A great conversation starter too! Much appreciated!

  • I love, love, love this comment. I don’t think we really disagree but I think “content” and “community” are inexorably linked whether you are talking about content marketing or social media marketing. This is what i mean.

    Content does nothing unless it moves. You need an audience to share. The more likely they are to share, the more likely they are to react. It’s an information eco-system.

    Four years ago, I was writing great blog posts that were not getting any attention. So, I was ineffective. Once I began to attract a regular audience, the sharing began, the commenting began, the real impact of my writing started to make a difference.

    So I do agree with you that we need both — content and community but that is the case for either content or social media. Many thanks for the superb comment!

  • Robert Ivan

    That’s some original, quality content I would read!

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  • I think a solid digital marketing strategy requires both content and social. Perhaps content marketing is somewhat of is a re-branding for social media, but more importantly, I think people are finally starting to wise up to the fact that social media can’t exist very well on it’s own. You need content to fuel your efforts. Otherwise, why on earth would anyone tune in? Content and social need each other. They go together like peanut butter and jelly!

  • Great, simple advice Laura. Well done!

  • Thank you for the thought-provoking article and for taking the time to reply to my comment.

  • Thanks Mark. Yes, a foot in each view makes sense, that is where I am as well. I see huge potential, and I believe in it. I also see the behavior its driving and I’m concerned.

    Google is moving in the right direction, however I don’t know that Google will ever attempt to reward great content algorithmically, beyond the authority others give it. And I wouldn’t want them to, once it is an algorithm, it will be studied and gamed.

    That leaves us trusting that people will uncover the great content, that “signal” from you and me will allow Google to differentiate between average and great.

    However, a quick troll through Twitter or G+ tells me that even the people I’m connected to (which I have some level of filter for) don’t have a high bar for what they share. Looking at share counts on a sites, it’s a function of the site more than an individual piece of content (my bad posts today are more widely shared than things that were much better but written 2 years ago).

    I think the key will come down to developing an audience. Marketers that look at content marketing as a means to develop an audience that consistently looks to them will do well (and will meet your vision). Ones that see it as more of a path to direct results won’t value developing a consistent and loyal audience that doesn’t drive direct short term results.

    The more I look at this, the more I think about the traditional publishing model, which was based largely on subscriptions. A subscription was a high bar and both required and created a degree of loyalty. Today’s “marketers are publishers” rhetoric doesn’t really reflect driving to this level of consistent delivery of value, but it’s getting closer. This is the side of “content marketing” that I think will be the most interesting to watch.

    Time will tell!

  • I do a lot of blogging on technology, scalability & startups. I also write about broader topics and trends across the internet.

    When I started, I didn’t know how a newsletter and a website related, or how to look at analytics with questions in mind like “Who are my visitors” and “How do I turn visitors into customers”. Now I realize that a website is a lot more than a business card, that not only does a newsletter drive traffic to your website, but it represents your most avid readers as well. I can see changes in layout translating to visitors viewing more pages & sticking around longer. I can also see what content “converts” into subscribers, and ultimately prospects and leads.

    So now when I hear people worry about being left behind without a facebook page, I understand their fears, but also can offer some advice and direction. Social Media really is a brave new world, and I guess we’re all learning about it together.

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  • Thanks so much for commenting Sean.

  • Social Media & Content Marketing certainly go together… but many brands (and technology companies like Lithium) would argue that Facebook’s & Twitter’s predefined structure and functionality allows engagement to occur but does not really lend itself to community building. True brand communities are being built as extensions to the brand’s website. Community software is very flexible in its design & functionality and allows brands and their customers to co-create new products (or new features), offer Q&A and other types of forums, reward their best community members and much more. To see more details about what I’m talking about check out http://www.lithium.com/

  • kimberlymccabe

    Great blog post. Bang on.

  • NNC Services

    I totally agree with you, Mark! Social media strategy and content marketing strategy support one another. I don’t think we can separate them anymore. Content is fire, and social media is gasoline.

    It’s important to always create engaging content and post photos and videos as often as you can. On Facebook, photos are the most shareable piece of content and can quickly make your message viral.

    I wold like t add some info on how to create quality content – http://www.nnc-services.com/blog/how-to-create-more-quality-content-with-the-little-time-you-have/.

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  • Superb point Anne.

  • Peter Odryna

    Mark, and excellent article that underscores the challenges the marketing organizations have seen and will see as the underlying platforms change. Social media is a channel. It is a means to an end, that being as a way to communicate with the customer.

    Content marketing is the message. And providing truly helpful content is an ever increasing challenge to the marketing department because they are experts in marketing. And channels. And delivery. Usually not on the product. We are literally seeing an explosion of content on ‘content marketing’. In fact SocialEars is finding and analyzing over 10,000 articles *per day* on the subject. But there will be a chasm for the content marketers to cross when they need to start writing quality material about something that *isn’t* marketing.

    Beetle Plastics is a great positive example. They manufacture fiberglass tanks. And their blog is all about the anti-corrosive properties of their tanks, temperature tolerance, and applications to the fracking industry. This is going to be a serious challenge for marketing organizations that are attempting to change to 600-word bi-weekly updates pushed out through company blogs. Because as you put it “you can’t fake a content marketing strategy”.

  • Innovative Marketing

    In my experience most business marketers have jumped the gun on social media as a channel. Without a functional content marketing strategy in place – and by that I mean well defined buyer personas, ‘free’ content like blogs, ‘premium’ content behind forms and some form of lead nurturing designed to increasingly qualify prospects who consume content – investing in social media is completely pointless… and I’ll make the same claim about pay per click in the absence of a functional content marketing strategy. You can prove this to yourself by asking a simple question – where will someone who consumes my 140 character tweet, 75 character ad or facebook post engage with my business? Sending information seekers to your homepage instead of a relevant, well designed landing page, is the typical proxy for a missing content marketing strategy.

    For most marketers, social media and ppc are top of the funnel channels that can help amplify the value of content, be it a blog, press release, infographic etc. But continuously blasting “read my new blog post” or “check out my press release” on social media without a well designed means of engaging the person who responds with fresh, rich content is pointless… almost like the early days of the web when VCs valued their businesses by the number of ‘eyeballs’ a web property attracted. Meaningless activity. Content marketing is the foundational activity that all other effective online marketing is based on and without a content plan and a way to measure that effectiveness of your content marketing, you really shouldn’t be wasting your time and money on social media marketing. We found this observation to be so foundational to a predictable, scalable digital marketing strategy that we’ve created a process called the Content Marketer’s Blueprint that we insist every new client use. The CMB is a 120 day plan to build an online sales process and create the content to attract and qualify prospects for sales readiness. Once you have a functional content marketing strategy in place, the sky’s the limit on how social media can grow the number of prospects engaging with your brand.

  • Did you just do content marketing on me : )

    Thanks for the comment!

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  • The Duke

    Certainly agree. Somewhere along the social media way, people got fixated on quantity over quality, perhaps hoping to drown the competition out by being the most “relevant” (with the most content). As they learnt (and a re learning) … quantity without substance is useless and, in the long term, always will be.

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  • Jon Clements

    Agree wholeheartedly.

  • Kristine Allcroft

    Great post and great topic. However, I haven’t seen any comments relating to the potential “Google juice” of posts (content) and social media. If content marketing is to be successful, the channels for disbursing it are through the “Big 3”: Facebook, Twitter, and LinkedIn. The benefit of this strategy is an increase in traffic to the website that posts the information. It’s all a big circle . . . and Google Analytics measures the success of the blog content quite nicely! And, Google rewards folks who post regularly by increasing their standing on the organic search.

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  • I remember watching changes happen for years in my previous industry of broadcast television.

    -Linear editors were caught off guard by non-linear editing
    -Satellite truck operators were threatened by streaming

    This trend has manifested itself for decades. Which is why I have always said “stay in content”

    Good content is hard to automate, is harder than people think (especially video), and continues to have a very bright future.

    Mike Edgell
    Video Creative Director
    www 76brandfilms com

  • Content creating is an essential phenomena for focusing on and building the brand. It is required for every advertising agencies to promote their brand.

  • Suzanne

    O how we tend to confuse media with messaging!

    Media may change, but people, and what we innately respond to remain fairly constant.

    Good engaging copy – educational, entertaining, timely, relevant – is
    still what connects people to other people, products and ideas.

    Content is copy, is it not? Sloppy copy doesn’t work. In print or in social media.

    What if good Social Media Content is merely the latest incarnation of old school print copy minus the sharing technology? The now dead greats of content creation achieved amazing engagement and conversion: http://bit.ly/1omS3hp – and ultimately isn’t that its all about?

    @suzannefinder

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