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?

Sports & Business. Not that stupid after all?

Tactics Board from sports apllied to the world of business

Tactics Board from sports apllied to the world of business

A category of this blog bears the label “sports”. The articles within this section always link sports with business.
The posts aim to simplify more complicated business stuff by giving examples from the world of sports. In addition it strives to learn lessons from sports and apply them in a business kind of sphere.

Up until now, the sports category has 6 posts. The reason for that is that I always wondered whether this specific endeavour made any sense at all. Or as my last post finished :

Can businesses learn something from sport? Or is sport just sport?

I believe we can transfer insights from one societal aspect to another. Below are two cases from other people that back up this point. The question remains ‘why’ however.

Sport is not just sport. Content Marketing Strategy is like football.

Below is a free translation of a sports analogy used by: @steven_insites in a Dutch Marketing Magazine so to explain content marketing.

It’s like Football.

Developing a content conversion strategy is similar to putting together a football team. And it’s all about scoring in football. But in order to score the team must get the ball to the striker. Some teams use long passes to get there, others carefully advance through short passes. But in the end the ball needs to cross the line.

The marketer is the coach, the team composer. It’s up to him to decide how to get the ball crossing the line. But anyway, don’t expect to win without a proper strategy.

Sport is not just sport. The Jeremy Lin example.

Learnings from Jeremy Lin

Learnings from Jeremy Lin

Another case demonstrating that learnings from sports can be transferred to business is the story of Jeremy Lin. This case deals with basketball, underdog positions and the power of social media.

During last week Jeremy Lin became a sensation. The New York Knicks guard became a sensation first on new media platforms such as Twitter and Facebook but soon enough captured the attention of traditional media as well.

The Knicks guard is in tremendous shape and does crazy stuff on the court. Even that crazy it led to the neologism “linsational” or “linsanity”. This remarkable story detailed in the N.Y. Times shows us the power of bottom-up marketing for underdog players.

In this particular case people were surprised because they didn’t know Jeremy before. There are not that many Harvard players, not that many Asian-Americans. He’s an underdog. But he works hard and it pays off today.

So where’s the lesson for business?
SMEs and underdog players can turn their position into an advantage by offering great products (Jeremy plays incredible) and let that spread from within the fan network (Twitter, Facebook) towards the public sphere (traditional media, such as N.Y. Times). And yes, this includes working really really hard.

Why can we learn something from a completely different sphere?

I believe it’s proven we can learn a thing from an entirely different phenomenon. But why?
Is it because all are just aspects of the same society?

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