These days just about every agency describes themselves as “storytellers”, but who should own content marketing? Lauren Quaintance, head of content at Sydney content marketing agency Storyation explores this.
It was American marketing guru Seth Godin who back in 2008 said: “Content marketing is the only marketing left”. In the seven years since we’ve seen agencies scramble to get a share of marketers’ growing spend on content. With traditional advertising becoming less profitable, absolutely everyone is positioning themselves as ‘storytellers’. You’ve got PR agencies, creative agencies, social agencies, media agencies, digital agencies, SEO agencies, media owners, (and, of course, specialist content agencies) vying to own content marketing.
So who exactly should own content? Naturally, since I co-founded an agency that leverages my background as an editor and publisher – and uses top journalists to create content for brands – I obviously think content agencies should. But I am prepared to concede that it really depends on what you want to achieve.
Content marketing is a broad church. It ranges from “branded content” from creative agencies that is arguably just an entertaining TV commercial that runs on the web (think John Claude Van Damme’s death defying stunt for Volvo trucks) through to “brand journalism” where companies launch their own fully-fledged media publications (think ANZ’s finance and business publication Blue Notes.)
While it may not be immediately clear how media agencies and PR agencies can justify their claims to be content experts, they can both play an important role in finding an audience. PR agencies may not have the expertise to create content (after all a press release is not actually the same thing as a story) but they understand the media marketplace. So if your goal is earned media you should absolutely engage a PR agency to amplify your content. Equally, media agencies are very well-informed when it comes to data and distribution so they can help you to deliver the right content to the right person on the right channel at the right time.
Still, I can’t help but think that the most important part of content marketing is actually the content itself. As others have said, good content can overcome bad distribution but even the smartest distribution strategy can’t save bad content.
Marketers are seduced by distribution, data and analytics – they are tangible things to focus on – but it’s important not to forget that content marketing is a creative discipline. The goal should be to create authentic content that elicits a human response from your audience; that makes people think or feel something.
So the question probably shouldn’t be who should own content, but how can you use different partners to their best advantage? Perhaps the answer is to use people to create your content that you think are best qualified to connect with large-scale audiences and then team this with powerful data and distribution strategies. Content marketing is both an art and a science – and they’re not the same thing.
Twitter was forced to make the unprecedented decision to disable the ability of verified accounts to send tweets following a major hack. The hack saw Barack Obama, Joe Biden, Bill Gates, Elon Musk, Kanye West and Michael Bloomberg attempting to fool their millions of followers with a Bitcoin scam. As well as these major political […]
Acast Marketplace now has a virtual storefront. Advertisers can browse Acast’s global inventory of thousands of monetizable podcasts, and use search criteria to filter a list of shows that best fit their brief and budget. Filters include audience demographics such as age, gender and language, podcast subject categories, and more — and, once selected, the […]
Data science led marketing agency, Jaywing, has won the SEO account for online fashion retailer, Princess Polly, in both Australia and the United States, adding to its ever-growing eCommerce portfolio. The Sydney based agency will be managing the retailer’s search engine optimisation, with the aim of facilitating the brands growth in Australia and the US, […]
The Connect Agency has just announced the launch of their micro influencer booking agency, Connect Engage. The division will represent digital content creators in the kids and family; interiors; and health and wellness spaces to drive brand engagement and reach further. Connect Engage will work alongside the public relations, creative, and talent representation arms of […]
Cashrewards, today announced the appointment of experienced loyalty, data, digital marketing and ecommerce executive Bernard Wilson as its Chief Executive Officer. Wilson previously ran loyalty, data, media and marketplace for Myer and was a senior executive in loyalty and data at WooliesX. He joins from data science and artificial intelligence leader Quantium, where he was […]
As BritBox escalates its plans to launch in Australia later this year, joint venture partners BBC Studios and ITV announce the appointment of Moira Hogan as Country Manager. Tasked with leading the BritBox Australia strategy and team, Moira joins from Network 10, where she was Head of Content and Commercial Partnerships for Digital Media. She […]
Australian Energetic Beauty brand, Bean Body today launches its new campaign #BEANYBODY that breaks convention by featuring every bodies. Captured by Steven Chee and styled by Marina Didovich, with hair by Anthony Nader and makeup by Max May, the campaign features the completely unretouched new faces of Bean Body – 12 inspiring everyday women who […]
A new media platform servicing Australia’s burgeoning legal cannabis industry launches today. Cannabiz is the brainchild of Mumbrella co-founder and former CEO Martin Lane and KlickX founder Kim McKay. It will inform, educate and connect Australia’s legal cannabis sector through its website weekly newsletter, podcast, market intelligence, industry reports, networking events and business consulting services. As […]
Medallia today announced an integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands comprehensive insights into the complete customer journey to deliver highly personalised real-time experiences that increase purchase frequency. Customer feedback from Medallia Experience Cloud seamlessly integrates with behavioral data in Adobe Experience Cloud to deliver a single view of […]
“As marketers, we tend to overcook the storytelling process.” That was the message from Carlton and United Breweries head of creative and production Jonathon Bernard, during a special B&T Webinar on Storytelling at Scale, presented in partnership with Shutterstock. “Successful storytelling is the ability for a story to resonate and connect with its audience. As […]
oOh!media’s Queensland market position is set to be bolstered with the appointment of former ARN Sales Director Jamie Wood as the new leader of its Queensland sales team. An experienced and respected industry figure, Wood will enhance the capabilities of the local sales team while delivering strategic leadership and building customer relationships across the portfolio. […]
New research has examined the role of echo chambers in Australia and their impact on society, media and brands, offering guidance to marketers on how to escape the sea of sameness surrounding their industry. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, examined the […]