Lately, I've been experiencing a bit of an existential crisis.
After dedicating much of my career over the last half-dozen years to content marketing, I've come to discover that, not only is this particular marketing approach currently in its death throes, the practice may not even exist.
Based on some of the recent headlines in both trade magazines, blogs, and even a few technology publications, one would have to assume the 100+ companies I’ve worked with over the last 36 months were simply tilting at windmills. Had they somehow gotten themselves caught up in a “content marketing” cult, requiring a Don Draper-esque "4 P's" intervention to bring them back into reality? Or, are brands like Red Bull, LEGO, and Visa just special because they have inherently interesting content and, therefore, represent the tiny fraction of companies that actually could replace traditional marketing and advertising with an "overhyped, buzzword-y" concept like content marketing?
Well, I have bad news. Are you ready for it? Here it is:
Content Marketing isn't a replacement for advertising, or any other form of classic marketing.
Whew, is everyone okay?
Do you need a minute to catch your breath? Can we stop with all the frantic posts?
No? Still feel the need to rant and rage? Well, I suppose I can roll with that, so let's move on.
"The only difference between a rut and a grave is the dimensions."
- Ellen Glasgow
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