Category : Contentmarketing

Content marketing: Driving “profitable action”

Content marketing: Driving 'profitable action'

If you have noticed, content marketing is no longer about writing. It’s not about having a team of writers or mining for keywords and having reams of text written based on those keywords. Today, a content marketer has to think more like a publishing house or a studio. And for that matter, the skills and talent needed are of a vastly different kind. Some you can develop within your team, some you would want to outsource to other departments or entities.

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Content Marketing: An analog idea, trying to find digital gravitas

Content Marketing: An analog idea, trying to find digital gravitas

Content marketing, when it entered the Gartner Hype Cycle in 2014 was one of the great ‘Innovation Triggers’ of marketing, expecting to plateau in about 2 – 5 years. Cut to 2017, Content Marketing where it is wallowing in the ‘Trough of Disillusionment’, with the 2 – 5 years to plateau projection still in place. The moot point then is, is Content Marketing’ to be consigned to the trash-bins of failed innovations or does it still have the legs to be a powerful marketing driver.

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