3 Things Wrong With Content Marketing

3 Things Wrong With Content Marketing
SHARE
THIS



Content marketing is hot. Underneath its attractiveness though are three inherent issues, says Matt Rowley, managing director of digital customer engagement company, Thirteenth Floor.

1. Those two words ‘content’ and ‘marketing’

It’s too easy to use them as meaning ‘any content created in the service of marketing’. This is what enables both the old style advertisers and the John Olivers of the world to confuse poorly disguised interruptive advertising with true content marketing. Media agencies get to protect their budgets and the reactionaries get to have a rant.

Real content marketing is the idea that instead of pitching products and services, you entertain or inform your customers over time, building a depth of connection that results in their business and loyalty. It’s non-interruptive marketing. Native advertising has nothing to do with content marketing and yet the two terms are being used interchangeably.

The irony of content marketing is that if it’s done right, the audience doesn’t feel marketed to. The content is good enough to seek it out on your own time, and potentially even pay for it – regardless whether it’s branded. An excellent recent example is the Lego movie, which has taken $500 million from people happily paying to watch it.

2. So many businesses suck at it

The trouble with true content marketing is that it relies on us engaging our customers, rather than being the stuff that’s stopping them getting to content they actually want. We need to be thatcontent – the destination content. If we don’t have content interesting or useful enough to engage customers, we’d actually be better off heading down the interruptive route, living off some other content that has engaged.

Real engagement is a frikken high bar. That 50% of companies create their content solely in-house (and only 3% solely outsource) tells me a majority have no idea how high that bar is. Those companies aren’t competing with their category or industry when it comes to engagement, they’re competing with everyone else vying for attention in their customer’s content feed; ice bucket challenges, Buzzfeed quizzes, Richard Branson on LinkedIn. Their real competitors are a mixture of publishers who do nothing but this, and the daily adventures their customer’s friends and family.

How does Brian from marketing’s blog post he knocked out over a lunch break, and since disembowelled by legal, stack up against that?

There’s a mis-placed concept doing the rounds called ‘Content Shock’ that illustrates this. The idea is that there’s so much content out there that we can’t possibly engage with it all – which is why, it says, content marketing is such a scam because the vast majority will be wasted.

You can tell this idea comes from a mindset stuck in disruptive marketing; ‘if I buy a slot, I get the interruption, but with content you can blow your cash and get nothing back’. What it all comes down to is good old fashioned competition – can your content grab a slice of your customer’s life on it’s own merits?

3. It’s old school

You know what the standard content marketing setup looks like; a company blog, email newsletter and drone social media accounts. Maybe some video if budgets stretch to it.

This is legacy print media transitioning to digital all over again; just another way to push out content, except with comments. Done well it will still create value, but if the name of the game is engagement, so much opportunity is left on the table.

For an example I once again turn to Lego (note – other than having acted as a supplier to my son, I have no relationship with the Danish toymaker). To engage with their most committed of customers, they partnered with cuusoo.com to create ideas.lego.com. This is where super users can go to share ideas for new Lego sets, have them voted on by the community and if then accepted by Lego, turned into a product for which they share the royalties. The levels of engagement on the site are off the charts.

Ultimately content marketing holds nothing to fear from the audience’s perspective as it lives or dies by whether it can engage them, not how often it can be shoved down their throat. Real engagement is toughest test of all though – companies and agencies need to be honest with themselves on whether they’re even truly trying to pass it.

Please login with linkedin to comment

Arty Labs Cottee's LQD+ My Local Auction

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]