3 Things Wrong With Content Marketing
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.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.