Content Marketing: Just a new name for an old strategy?
So, I’m finally writing my first post in english. I have to admit, it’s a strange feeling and I’m a little bit nervous. Why? Because english is obviously not my first language. I read and listen to a lot of english articles and podcasts, but the occasions on which I speak or even write in english are relatively rare. So I decided to change it and start to write at least one or two posts per week in english. The inspiration for todays article is the post “How to Master Content Marketing In a Month” on socialmediaexaminer.com. They are basically promoting their success summit 2013 with this post but it got me thinking: Is content marketing really a new concept? Or is it just a new name for an old and well known strategy?
I personally lean towards the second point of view. Content marketing basically describes the process of creating quality content which deliver information and value to readers, fans and potential customers. In other words: It is the strategy good writers, coaches and speakers use since books, articles and blogs gave them the possibility to reach a broad audience. Lots of experts write and blog about their topic of choice and attract new clients this way.
Sure, an increasing number of blogs are generating money from ads and sponsored posts. But a lot of coaches and consultants are still blogging for the sake of getting acknowledged, reaching an audience and sharing their knowledge. This is nothing else but the basic principal of content marketing. Don’t get me wrong, I’m not against content marketing by any means, but I wonder why we need to invent new names and titles for well known principles and strategies. Is it just for marketing purpose or do some people and companies try to avoid the necessary work and energy by searching for the new magic pill? What do you think?