Is Content Marketing Really New?

Mike - Great video and interesting post. The truth is nothing is really new if you look at it metaphorically. the stories going back the the bible are played out again and again over time in different forms.

Content marketing is more and more a form of Lead Generation - optimized content that is tracked and used as part of a marketing process. e-mail newsletters, blog posts, e-book and white paper downloads, webinars - all part of a continuum where people "opt-in" and show interest by their actions. Show enough interest in the content and you will get a sales call :-)

Mike - Great video and interesting post. The truth is nothing is really new if you look at it metaphorically. the stories going back the the bible are played out again and again over time in different forms.

Content marketing is more and more a form of Lead Generation - optimized content that is tracked and used as part of a marketing process. e-mail newsletters, blog posts, e-book and white paper downloads, webinars - all part of a continuum where people "opt-in" and show interest by their actions. Show enough interest in the content and you will get a sales call :-)

We have no record of him having visited the Shrine at the Illuminati HQ.

We have no record of him having visited the Shrine at the Illuminati HQ.

Content marketing has been around since the Pyramids.
It is also known as commissioned art.
Not all CEO's have what it takes to be a Louis XIV though, or a Steve Jobs.

Content marketing has been around since the Pyramids.
It is also known as commissioned art.
Not all CEO's have what it takes to be a Louis XIV though, or a Steve Jobs.

Content marketing has been around since the Pyramids.
It is also known as commissioned art.
Not all CEO's have what it takes to be a Louis XIV though, or a Steve Jobs.

Content marketing has been around since the Pyramids.
It is also known as commissioned art.
Not all CEO's have what it takes to be a Louis XIV though, or a Steve Jobs.

Seamus, I like your definition of content marketing. I agree and I use it quite a bit. I would also add that its purpose is to not only to present the writer as an "expert," but for the writer/company to stay top-of-mind with its prospects.

Seamus, I like your definition of content marketing. I agree and I use it quite a bit. I would also add that its purpose is to not only to present the writer as an "expert," but for the writer/company to stay top-of-mind with its prospects.

I think that this was more entertainment marketing than content marketing. Either way, it definitely helps brand Jet Blue as an airline good enough for a CEO to fly.

I think that this was more entertainment marketing than content marketing. Either way, it definitely helps brand Jet Blue as an airline good enough for a CEO to fly.

I love how they are able to develop a marketing message into an effective, relevant content strategy

I love how they are able to develop a marketing message into an effective, relevant content strategy

Great post. I have always loved this style of marketing. It is as if the humor gives me enough value to be exposed to the advertising. I am less likely to ignore it at the time and in the future and I remember and talk about it. Very effective.

Great post. I have always loved this style of marketing. It is as if the humor gives me enough value to be exposed to the advertising. I am less likely to ignore it at the time and in the future and I remember and talk about it. Very effective.

Love this post! Thanks for sharing. Great example of integrating online and offline.

Love this post! Thanks for sharing. Great example of integrating online and offline.

Excellent example to prove a point. Relevant content by far, the key to the challenge of driving awareness to whatever it is that gets you up in the morning.

Excellent example to prove a point. Relevant content by far, the key to the challenge of driving awareness to whatever it is that gets you up in the morning.

Great example of timely advertising. Not sure if it's what I call "content marketing." Maybe we need a definition to which we all agree. Anyone game?

Great example of timely advertising. Not sure if it's what I call "content marketing." Maybe we need a definition to which we all agree. Anyone game?

Hi Mike,

It's a bit like every generation thinking they invented sex.

But some things that have changed - namely people's expectations. Great content has to offer value and context beyond a product of service - great advertising isn't enough. People have different expectations about how, when, where they will engage with great content.

Nice post

Kate

Hi Mike,

It's a bit like every generation thinking they invented sex.

But some things that have changed - namely people's expectations. Great content has to offer value and context beyond a product of service - great advertising isn't enough. People have different expectations about how, when, where they will engage with great content.

Nice post

Kate

Great stuff. Good to see smart, relevant discussions about advertising. Advertising is more than snappy lines and a clever image. A shout out to Chris Brogan and his tweet for pushing me here.

Great stuff. Good to see smart, relevant discussions about advertising. Advertising is more than snappy lines and a clever image. A shout out to Chris Brogan and his tweet for pushing me here.

There's content and then there's content. The ad shown here is content worthy of attention because it's entertaining. Chris Brogan, Seth Godin etc posts are attention worthy because they are informative. Don't think you can really compare the two. I don't see this ad as 'content marketing'. It's a nicely executed, clever add that I'll forward cause I think it's funny. Not because it's must have content.

There's content and then there's content. The ad shown here is content worthy of attention because it's entertaining. Chris Brogan, Seth Godin etc posts are attention worthy because they are informative. Don't think you can really compare the two. I don't see this ad as 'content marketing'. It's a nicely executed, clever add that I'll forward cause I think it's funny. Not because it's must have content.

Love the post Mike. You are right, it's not new at all. Content marketing was started centuries ago (John Deere is given credit for the first custom publication for their custom magazine, The Furrow in the late 1800s), but probably well before that.

I also agree with you that every individual can produce great content marketing effectively and efficiently.

But I guess I would say that what is revolutionary about content marketing is that it is changing the mindset of marketers around the world. Thinking like a publisher, about the real needs of the customer and prospect base, is what's revolutionary. The practice is actually old school.

What's scary is that most marketers still do mostly traditional media. Just think what will happen when THEY start to get it.

Thanks for continuing the conversation.

Love the post Mike. You are right, it's not new at all. Content marketing was started centuries ago (John Deere is given credit for the first custom publication for their custom magazine, The Furrow in the late 1800s), but probably well before that.

I also agree with you that every individual can produce great content marketing effectively and efficiently.

But I guess I would say that what is revolutionary about content marketing is that it is changing the mindset of marketers around the world. Thinking like a publisher, about the real needs of the customer and prospect base, is what's revolutionary. The practice is actually old school.

What's scary is that most marketers still do mostly traditional media. Just think what will happen when THEY start to get it.

Thanks for continuing the conversation.