There’s been a lot of frothing lately over the concept of Content Marketing. While not a technology per se, it could be considered a nuanced application of the various tools we utilize in the web-based world. There are still some arguments on how to fully define Content Marketing, which makes it ripe for hype.

Gartner’s Hype Cycle illustration could well apply here, in that we are still in the early stages of euphoria and perhaps unrealistic expectations on what it will actually deliver.

Without searching too diligently, I came across two actually very good articles on the topic. The first, Simplifying Content Marketing Confusion (thankfully, someone is striving to so that) happily introduces the concept as a new buzzword. Content Marketing Rises, But Will It Hurt Paid Ads? matter-of-factly states that Content Marketing consists of “using tools such as blogs, videos, social media, etc. to reach customers and prospects directly” versus randomly bombarding the general public with advertisements, emails and other varied interruption methodologies.

In the latter part of that article, one of the contributors suggests that Content Marketing is not really an appropriate descriptor, that it does not fully capture all of its elements. I would agree, though I am not certain how to begin naming the concept that we should first build credibility, cultivate our tribe by providing them meaningful information, treat people with respect and give them the option to listen to our story.

I would also hope it does not take us all too long to arrive there.

 

Photo Credit Wikipedia