Some days ago this presentation got my attention:
It felt daring because it was expressing something that a lot of us think, but very few Marketing Agencies have the guts of saying so bluntly. My friend Peçanha happened to be in town and he knows a thing or two about Content Marketing, so I had to ask him what he thought of that.
He said:
I agree with the point that a lot of crappy content is flooding the market, that’s for sure! But I disagree with his views. Shitty content = producing content without understanding your audience and creating value. That’s not content marketing, by my definition.
What he calls Great Content Brand is my definition of content marketing. Every time someone tells me that they are going to create a “content marketing campaign” I die a little inside. Campaigns have a start and end date, while content marketing is an ongoing relationship with the audience while providing value. What the author did (very clever, btw), is getting the worst of content marketing and treating that as the general definition while using this to promote a new term, “great content brands”.
I sincerely hope that his view will dominate and eventually poor content will be washed away from my search results. Better still, cut at the base the logic that wants companies competing for our attention-space. This is not some wishy-washy nostalgia for the highly specific weirdness of the early WWW, but a very practical problem that needs to be fixed. It would be so easy to detect click-baity headlines and filter those out, easing a bit information overload. But the truth is that understanding high relevance while surfing the web requires so much more intelligence, Natural or Artificial, than we currently have.
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