CO - Markinnovation

Content Marketing Phooey

Content Marketing Phooey

I agree "Content Marketing" is a VITALLY important component of the Promotional Mix and essential in modern-day Marketing Communications.

Undeniably, many smart operators are creating sales leaps and market share growth through clever use (manipulation?) of social media. There are some extraordinary word-smiths and talking heads kicking goals... impressive leaders and gurus in this field.

I certainly relish their words. So do most smart marketing people heed what these social media thought leaders have to say, BECAUSE IT WORKS, for now...

"The Consumer is Not an Idiot. She is Your Wife." David Ogilvy

It is just that there is so much re-inventing the wheel going on in the digital communications field, and a lot of it with lower QC, because of the lack of dissipation of classical advertising knowledge.

Things that get said as "original thought" are actually re-worded gems of 50 years ago, re-phrased as if they are new breakthroughs in understanding, when they are often echoes of a much more potent understanding of the past.

For instance, "Content Marketing" isn't actually "marketing" as much as it is online PR and publicity. (Defining "Marketing" as meaning "promotion" or "advertising" can lever you into a whole world of pain.)

If "content marketing" people possessed an educated understanding of the word, "Marketing", they might more accurately describe their skill set as "online publicity and media management". This objectivity could invite more cross-fertilisation with classical marketing communications know-how, creating synergy with the other elements of the Marketing Mix... to everyone's advantage.

Regular readers of my posts might recall that I believe there is no shame in Digital being classified under Marketing Communications, and Online promotion being CALLED "Promotion".

Am I the only person who winces at the term, "Content Marketing"?

Given that the lay-person understanding of marketing appears to focus only on the functions of operational Marketing Communications, in the absence of Product Management, Distribution Strategies, Pricing Strategy, Processes Design Implementation & Control, People Management and Strategy, Branding & Positioning, Economics, Socio-Cultural Dynamics, Environmental Issues, Technological Influences, Legal and Compliance Parameters, Politics and SO MUCH MORE; do we face a conundrum that the squeaky wheel is absorbing all the grease? And if so, what can/should be done about it?

  • Leigh Cowan
    Leigh Cowan
    Corporate Governance, Managerial Marketing & Strategy, NPD & Branding. Mission & Vision facilitator, trainer & speaker

    From ad agency and FMCG sales promotions, Leigh moved across the desk progressing to Marketing Director level. He has helped companies like Mars, 3M, TNT, CSR, P&G and more. Having authored original thought including "Cowan's Law of Diminishing Brand Loyalty" and "The Hierarchies of Marketing", he is a world authority on strategic marketing and the disciplines of strategic marketing planning, brand & product portfolio management, new product development, internal marketing (organisational alignment) and corporate marketing governance. With over 13 years of tertiary academic training and a 40-year career of commercial successes in effectively and profitably applying academic models and thinking, Leigh has left a litany of record-breaking sales successes from the government to big pharma, banking, mining and FMCG in his path.

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