Mayfly content and content farms? It’s all gone a bit Attenborough in the content-marketing jungle. But if our quartet of content-marketing experts, as they gathered to debate the state of the sector at Marketing’s roundtable event, found themselves baffled by some of the more zoological phrases coined by the marketing industry, then who wouldn’t?
To help, Marketing has included a short guide to some of the more intriguing phrases that cropped up in conversation, but the important point is that a lot of people are talking about content and its marketing power in 2014.
It’s not just our experts: everyone’s discussing it, from PR and media agencies to ad agencies and brands. This is a good thing, but the potential for confusion is large. Particularly as, for the first time in a few years, marketers are filled with more confidence in growth, and all their forward-thinking and, it is to be hoped, enhanced budgets need to be channelled in the right direction.
In a sector that’s growing up quickly – from a print publishing platform to something that’s truly multi- or even omnichannel – that’s the key pitfall. Content can be a lot of fun to produce, so finding enthusiasm for it is not difficult. The challenge of producing content that engages your audience and ensuring its impact is measurable and effective, is, however, a lot harder.
Fortunately, we have plenty of guidance on offer.
Focus is key, writes Haymarket Network’s Simon Kanter, as content should serve communities of interest with precision. There is a lot to consider, says Susi O’Neill at River, as marketers must think about commissioning, technology and measurement of their content.
Seven’s Kevin Sutherland reminds us that distribution is crucial – content-creation is the bit that we concentrate on, but reaching the consumer takes more than happy accidents.
And, as everyone, from PR agencies to ad agencies, claims to know more than each other about marketing content, Publicis Blueprint’s Neal Anderson issues a timely reminder about the strength of the specialist and why you should beware the bandwagon-jumpers.
So, yes, beware bandwagons, but there are plenty of great ways to use content to get you to your destination. Enjoy the ride.