In an interview for the inaugural issue of Chief Content Marketer Magazine, Junta42‘s Joe Pulizzi asks MarketingProfs’ Chief Content Officer Ann Handley, “What do you say to a company that says, ‘I don’t know if I buy into this whole thing called content marketing.'”
My two pesos: I don’t buy that push marketing doesn’t work anymore. But I do think relying on its alone is becoming prohibitively expensive because push marketing assets are by nature, transient.
The new model: Consistently create and push out well written, relevant content that aids prospects in their buying decisions and educates key influencers about what you do and convinces them of your value to their audiences
Content creation also is very resource intensive, but the difference is that it is once the content is created and deployed, it continues to represent you, in its original form as well as in its various complementary incarnations (presentation, video, podcasts, etc.).
Publishing new content consistently takes discipline. It’s a bit like having a pet. To keep it healthy and enjoy its affections, you have to feed it. Sometimes it’s inconvenient, but you just do it, because of the reward. (Eventually, you get used to the extra work.) But most people won’t make this level of commitment to content marketing. Which is exactly why you must.
This is true for your clients, too, by the way. You may still be garnering good ching from creating great campaigns or brand strategies for your clients . But I’d be looking for ways to help them wrap it with content now, so that when the landscape shifts you’ve already proven your value and can make the transition with them — because content’s time is nigh.