Is content marketing just old wine in new bottles or a truly innovative revolution?
What's the definition of content marketing?
To understand the basis of content marketing, we must first define the word “content”.
Most marketers only take one of the meanings of content to be prevalent, which is “material-based”.
a. The individual items or topics that are dealt with in a publication or document. Often used in the plural: a table of contents.”
b. The material, including text and images that constitutes a publication or document.
But we think that content also has a deeper meaning than the contents of a receptacle or publication and this is a cognitive contextualisation of content. This context moves content away from a prescriptive definition to something a little more philosphiocal.
"The brain is hungry not for method but for content, especially content which contains generalisations that are powerful, precise, and explicit" (Frederick Turner).
Therefore good content contains “meaning or significance” of a work.
Furthermore, content has another, not entirely dichotomous, meaning that is which is the feeling of peace of mind; mental or emotional satisfaction.
1. mentally or emotionally satisfied with things as they are.
2. assenting to or willing to accept circumstances, a proposed course of action, etc.
3. Ready to accept or acquiesce.
So how the hell does this fit into marketing?
Content marketing is the practice and process of creation of assets that constitute meaning or significance to your target market that enables changes in their readiness to commit to a course of action.
This desired course of action in commerce is to make contact, recommend you to another target or just make the sale!
So… content marketing is making stuff that makes people buy stuff. (Why didn’t you just say so?)