The Fraud of the Content Marketing Strategy Claim


Content Marketing Strategy Fraud

Content Marketing Strategy Fraud

Content Marketing is hot these days. And about anybody is making the claim that they’re the best fit for your content marketing strategy – from UX design firms over ad agencies to pure digital agencies. Well, let me tell you something: don’t buy their shit. There’s something at stake here. I call it the Fraud of the Content Marketing Strategy Claim.

Content Marketing Strategy?

Everybody is willing to help you with a strategic approach towards content marketing. That’s just great isn’t it? Unless.

Unless you see organizations talk and talk and talk for years about their content marketing with multiple consultants and gurus without any output whatsoever. That’s actually kind of logical. It’s just the effect of what I call the “Fraud of Content Marketing Strategy”.

Dissecting the Content Marketing Strategy Fraud.

I believe the Content Marketing Strategy claim is a fraud because of three aspects.

First of all, Content Marketing is already a strategic choice of bringing high-valuable content to the right communities in a timely manner. You don’t need to make a more drastic strategic choice than this. To make things more clear: you could spend your content marketing (resource) budget to TV, radio and print ads as well. That’s another strategic choice.

Second, do you know any marketing that is content-less a.k.a. meaningless? I know, there are loads of examples from traditional ad agencies who produced marketing matter without any content or true meaning. But that was fine in the days were mass media ruled. It’s just not a good idea to do these days in a context of fragmented media and heavily empowered consumers.

Finally, I’d like to make a plea to consider your “content marketing strategy” more as a “content strategy”. What I mean here, is that marketing aren’t the guys/girls who are producing content from their closed environment, integrating as many buzzwords and ad power words as possible. No, their role is to produce content but equally to foster the creation of content by others – outside of the marketing team.

Your Thoughts?

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