What does Content Marketing mean to you?
Jan 15, 2014
There are plenty of posts documenting what “experts” think content marketing is. But what about the practitioners? What do the writers, designers, developers, project managers — the people actually creating the content — think content marketing means? What is it capable of?
One Friday not long ago — a day each week that we get together as an agency to share pizza and catch up — I started wondering. So I sent a simple question to a random set of the people around the room: How do you describe content marketing? I thought the collective response captured the essence as well (or better) than any expert. So we made a video of those responses. Content marketing as defined by the practitioners:
But we want to know what you think, too! What does content marketing mean to you? Please give us your take in the comments.
In the video:
Monique Simpson; Content Strategist
Mack Garrison; Motion Graphics Designer
Sarah Schmidt; Marketing Coordinator
Ashley Wentz; Content Strategist
Brian Pace; Art Director
Michelle McGrier; Director/Writer
Nathan Mote; Account Planner
Cait Smith; Senior Strategist, Content and UX
Steven Keith; Senior Business Strategist
The people who brought those words to life in the video:
Tyler Jackson; Art Director
Lindsey Helmick; Assistant Project Manager
Chingyao Chou; Senior Motion Graphic Designer
Mikey Zoppo; Motion Graphic Designer
Mack Garrison; Motion Graphic Designer
Mike Delaney; Motion Graphic Designer
Jerry Oliver; Senior Editor
Ronny Nause; Post and Production Assistant
Dan Schneider; Composer/Sound Designer
Jon Churchill; Composer/Sound Designer
And a couple more responders:
Kaileen Gersper; Recruiter Content Marketing asks questions and unravels data points, leaving only its most essential parts. The vehicle and medium change with the evolution of technology and business, yet the effort and outcome remain the same — drill down to the bedrock, get to the heart of the matter, and connect business basics to the human experience.
John Kaplan; Senior Media Specialist When done properly, Content Marketing is a smart, honest and respectful sales strategy. I see it as providing knowledge leadership, insight, training and awareness to a specific industry, channel, product group, etc. This can be executed as simply as a blog post offering tips on how to do a small task (how to take better Instagram photos) or doing something with meaningful longterm impact (sponsoring research and publishing the results).
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline.
Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.