Ignore content marketing
Real marketers hate the word content
Real marketers hate the word content
Content is the bad word in marketing, because it is just a mix of text, images, videos and sounds. Marketing is about solving a business problem, not delivering content.
Adman Dave Trott writes, “Content (noun): everything that is inside a container; the contents of a box. So there it is: we’re in the shipping business. That’s what happened to what we used to call ‘the idea’. The idea has become whatever goes into the box: just content. It could be anything, it’s not important.”
Dave suggests marketing contributes in solving a business problem. Advertising helps in delivering the solution in the most efficient way. It helps in changing the behaviour. The delivery system aimed to deliver the idea. The delivery system could be a poster, mail, TV ad or a radio ad. It is idea first, delivery system second.
The key is to focus on customers. Setting the right objective is one of the most important things. If the real customers of the brands will find a blog or a video helpful, it makes sense to produce it. Otherwise, it is a waste of time.