Who defines content marketing?
Content is an element of a page not implicit in its function. It’s not the paper or the staples; nor is it templates or nav. It should be obvious that content is not what a page is but what a page does.
Speaking to Marketing Week yesterday CMA chairman Andrew Hirsch said
There is a lack of honesty with a number of agencies not traditionally in the content marketing space saying they can create content when they can’t. The absolute definition is being made murky because no one wants to admit they are not in the content marketing space.
I think Andrew’s words can be misconstrued.
An agency that can create content is just an agency that can populate a page.
Content marketing is the creation of content complicit in acquisition.
This is where, like Andrew says, so many agencies fall down. They can create something but it’s not going to acquire anyone.
So-called content marketers...
Continue reading →