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We Agree - Content Marketing is NOT a Hot New Trend

Posted by Susan Moore on Thu, Feb 16, 2012 @ 02:17 PM
  
  
  
  
  
Add to delicious  delicious  
  

We Agree - Content Marketing is NOT a Hot New Trend

Content Marketing is Not New

Jon Thomas, Communications Director at Postadvertising has a great perspective on content marketing. He notes that the term content marketing may be only a few years old, but creating useful or entertaining content (or both) for a brand's audience has been a proven marketing technique for centuries.

He cites a few good examples in the B2C space:

  • The Michelin Guide - a free publication offering useful travel advice to encourage tourists to travel

  • The Guinness Book of World Records - superlative facts and answers for the general public to make the brewery's name synonymous with notable human feats

  • Jello Recipe Books - giving salesmen Jello recipe books to distribute free of charge to give customers a variety of ways to use the product (now that's sales enablement!)

       

Jello cookbook content marketing

Social Media is Simply a New Channel

The point being content marketing is not a by product of social media. In our view, social media did not enable content marketing, it simply facilitates its distribution as a new channel. 

Read the full article - Content Marketing is NOT the Hot New Trend

Jon's examples are B2C so far. Have you seen any relevant examples of similar approaches in B2B marketing over the years?

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Comments

I very much agree. Social is the delivery mechanism that is bringing content alive. It's funny - I recently read a blog post that talks about direct mail making a comeback too, as innovative content pushes to reach the right eyeballs. I'm racking my brain to think of B2B examples, but I am sure there must be some!
Posted @ Monday, February 20, 2012 4:13 PM by Catherine Allen
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