Why there is no such thing as ‘Content Marketing’

3 Henry Kingston


There is a new buzzword in the digital marketing world and that is ‘content marketing’ (okay that’s two words). Content marketing is the new big thing, the saviour, the way forward, how to get onto the top page of Google. Well I’m here to tell you that that is completely untrue, and that this whole buzz around content marketing is completely unfounded.

Let’s go back a few hundred years and look at how people used to share information: using paper. People would create pamphlets and flyers with information on them which they would then share with other people in order to get their message across. This, my friends, is content marketing. What I’m trying to get at here is that content marketing is nothing new, especially in marketing. Whether you are specialise in offline or online marketing content is one of the best ways to get users to take notice of your brand, campaign, message or anything else for that matter.

At Gravytrain we believe that successful digital marketing campaigns are holistic and have a strong focus on user experience. Getting a customer to convert is not just about designing an eye-catching and easy to use website (however this is an integral part of it), it’s about connecting with your customers on a personal level. Content enables you to explain to your visitors who you are, your USPs and why they should purchase your products above anyone else’s.

For example, look at the two images below, which one do you prefer?

Content example 1 Content example 2

The second image has only 13 more words yet can make the difference between a customer converting or leaving your website entirely.

This is why content marketing can be described as the ‘heart’ of any digital marketing campaign: it feels, it’s instinctive and it connects to others. This is why you should be wary of anyone who claims that they are just starting to implement content marketing as it means that they are viewing it as a tool instead of a way to truly connect to their clients’ target demographics and provide useful, beneficial information.

There is one thing I will admit when it comes to content marketing however, and that is it has changed dramatically over the past few years. Thanks’ to Google’s Penguin and Panda updates webmasters are having to spend an increasing amount of time creating high quality content, not just the bare bones of a website. This means that digital marketers are starting to out-do themselves on the content front. Blog posts and new articles are just the beginning, you are now encouraged to create information packs, games, quizzes, photos and even pieces for offline marketing campaigns.

As a content strategist I may be biased about the importance of content for any kind of marketing campaign, however it’s something that has been used for hundreds of years with great effect. In a way I am happy that marketers are starting to focus more heavily on creating content as it means that websites are becoming increasingly enjoyable for users. As a digital marketer I’m also happy that it means holistic campaigns are the most successful campaigns, and that content marketing will become an increasingly important of part campaigns in the future.

Photo by Pixabay