By, Sam Melnick
If you looked away for a split second you may have missed the rise of Content Marketing from “buzz word” to “must have”. In fact, at the beginning of 2014 CMOs at the largest technology companies reported that “Building out content marketing as an organizational competency” was the 2nd most important initiative, only behind measuring ROI. Since then, they have responded by putting more budget, staff, and energy into the area, yet there is still confusion around the topic. What exactly is Content Marketing? Is it a type of marketing asset? Is it a process or a technique? Or something else?
IDC’s CMO Advisory Service, has seen this issue first hand and to help remedy the situation the group has published a document, What Is Content Marketing? IDC Defines One of Marketing’s Most Critical New Competencies. Included within is a formal definition for Content Marketing.
IDC’s Definition of Content Marketing
Content marketing is any marketing technique whereby media and published information (content) are used to influence buyer behavior and stimulate action leading to commercial relationships. Optimally executed content marketing delivers useful, relevant information assets that buyers consider a beneficial service rather than an interruption or a “pitch.”
What is Included Within Content Marketing?
- Content Marketing Assets
- Product Marketing Assets
- Corporate Marketing Assets
Each is important to the company and within the marketing mix, but only content marketing is new in purpose and new in form. Also, key to remember is Content Marketing Assets are not replacements for Product Marketing Assets or Corporate Marketing Assets.