Browsing All Posts published on »January, 2012«

Content Marketing

January 20, 2012

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Content Marketing

I like Russell Sparkman's definition of the much-discussed but still fuzzy concept of content marketing. In an interview with David Murray in Vital Speeches, Sparkman says:

"Stripped down to its essence, Content Marketing is the investment of both human and financial resources in the strategic creation, curation and distribution of relevant, educational and/or fun content as the basis of building awareness, generating leads, closing sales and providing customer support."

Then he peels back another layer: "Content Marketing requires the company or non-profit to “think like marketers, and act like publishers or broadcasters” in order to leverage content as the basis of engagement."