Is Content Marketing just another buzzword?

Content Flow Chart Blackboard

Content Flow Chart Blackboard

I remember waking up one day and literally watching my Twitter timeline explode with the words “content marketing”. Great, I thought to myself, another buzzword. Since then, over the past year or so, I’ve watched Content Marketing agencies pop up, watched job hunters use it in their résumés, and heard agencies pitch their services using the words.

What is the real definition of content marketing? According to the Content Marketing Institute, content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

The article goes on to say that content marketing is flexible in distribution channels (print, online, in-person, etc.) as well as the goal and message it hopes to achieve (loyalty, retention, attraction).

While this definition is fairly vague, emphasis must be placed on the following words and phrases:

Too often, social media gets pushed under this content marketing umbrella. However, it is important to understand that social media is simply a channel of distribution. Facebook Posts, Tweets, Vines and Instagrams are not always tangible content. However, social media can definitely be used to drive traffic to content such as blogs, online magazines or e-books.

Content marketing has always been around. It is not, by any means, a new phenomenon. Joe Pulizzi of CMI claims that John Deere was a company that pioneered content marketing in 1895 with its publication The Furrow. Today, The Furrow is still published in 40 countries with 1.5 million in distribution.

While content marketing is not a buzzword, it is constantly thought of as one because of fallacious usage.

What are your thoughts – is content marketing a buzzword? Are you using it?

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