Are we due for a massive backlash against content marketing?
Some folks seem to think so—though most of the critics are railing against the hype and not the actual notion of content marketing itself. (And you might argue that railing against the hype further fuels it… Are we hyping the hype? But let’s set that one aside for later.)
Frankly, I’ve been worrying about a so-called content marketing backlash for a while now—or at least since September 2011, as I wrote here, when content first started to gain traction with brands and I returned from the hugfest that was the first Content Marketing World. As I said then:
The truth is that I do believe—deeply—in the power of Content. But at the same time, it’s important to keep things in perspective. I worry that the current breathless cheering and hearty slaps to Content’s back ignores its already rich and storied past as a key part of Marketing. I worry that the hype will undercut its solid foundation when more sobering realities of Content come to light and strangle what’s an exciting and important evolution in Marketing. But most of all, I worry that folks won’t really take the time to support Content fully in their organizations—because full support is what it takes to succeed.
Content isn’t just another channel. It’s a mindset.
In other words, what “content” really represents isn’t just more text or pixels, posts to write, and buckets to fill.
Instead, content is a new model entirely: one of exciting and interesting opportunities that allows for true innovation. To me, “content” doesn’t just mean stuff we create. It
means creating unprecedented opportunity.
Does that sound breathless and hype-y? It’s not. Because here’s the grounded truth:
1. Content as a part of marketing isn’t new, as many people (Joe Pulizzi, Doug Kessler, Joe Chernov, Lee Odden and many, many others) readily recognize. MarketingProfs published some highlights of the history here in a slide show over on the main site: A Brief History of Content Marketing. Go ahead over there and flip through the slides. See what I mean?
But what is new (and fueling the “hype,” I suppose) are new tools and technologies, and a shift in the behavior of the people we are trying to reach online, who are using Google and social networks to research well before they reach out to you specifically.
2. Content marketing is a tremendous opportunity, above all. And I don’t use that word—opportunity—lightly. Never before in the history of history have brands been able to connect directly with people, and vice versa.
At the same time, never before have we had the imperative to communicate in human terms—with clarity and real empathy—because social networks won’t tolerate Frankenspeak, and you’ll be dismissed as a corporate tool.
3. Publishing is a privilege, as my friend Tom Fishburne says. Brands who squander that opportunity will miss out or (more likely) be dismissed by a savvy audience. If we don’t respect that opportunity (if we don’t view publishing as a privilege) then we deserve what we get.
Some suggest that content marketing is dishonest—because we are masking our real motives (to get people to buy from us). But that’s a specious argument.
The best content marketers don’t “lie” about the real motive behind their content. Instead, they educate their audience (like Marcus Sheridan or the Louis E. Page fencing company or countless others do). They offer content that is packed with clear utility, seeded with inspiration, and honestly empathetic, as we wrote (quoting Len Stein) in Content Rules.
You might have an agenda—everyone does, so does Fox News, so does the Boston Globe, so does my local town newspaper. But the key is to content marketing is to respect your audience… just like journalists do. Think of them first. Ask yourself: If my customer signed my paycheck, what would our marketing look like?
Be customer-centric before you are corporate-centric. That’s what brand journalism and content marketing really means: Above all, put your audience first.
Note: Part of this post appeared as a comment to Doug Kessler’s post on his Velocity blog. It’s a good read with interesting discussion in the comments.
I love this! People are jumping on the content bandwagon with little thought or strategy, and pushing out garbage.
Take time to write well, think through your target audience and THEIR needs/interests and, most importantly, publish with mindful intention to benefit readers.
Otherwise, step back from the keyboard!! Not everyone can be (or should be) a writer!
Carrie – just published my comment (below) and saw yours pop up. Are we doing a mind-meld here?? :>}
I agree with you both. I think it’s a matter of two things: Putting tactics before strategy, not putting the audience truly first. That’s the key difference between marketers and journalists, in my mind, and something we need to fix.
Great article and comments. I’ve always thought that a good editor needs to be, among other things, and maybe ABVOE all other things, an audience expert. You can make the same argument about a good content marketer. Done wrong, content marketing is created from an organizational perspective and voice, and you end up with content that some folks in the organization think is great, but doesn’t connect with your audience.
Good point about editors, Michael. I couldn’t agree more. That’s why I’m a big fan of hiring people with journalism training as brand content creators:
Seven Reasons Your Content Marketing Needs a Brand Journalist
http://www.mpdailyfix.com/seven-reasons-your-content-marketing-needs-a-brand-journalist/
I guess it’s easy to slip into viewing content as some kind of end in itself. From a business perspective, I prefer to view content as “expression with intention” – and the new tools mean that expression can come in a multitude of ways, from a multitude of sources. Which does open up vast new veins of opportunity, especially if we keep in mind what we’re intending to accomplish.
Ann
I don’t think there is so much a backlash against Content Marketing as there is against folks (many of them content marketing gurus) presenting CM as the silver bullet to ail all a company’s marketing woes. I fleshed out what I mean here >> http://goo.gl/zVEK1
But the long and short of it is IMO folks are tired of hearing absolutes. There are so precious few in the world, black and white is more often than not gray, and to position CM as the silver bullet just feels disingenuous at best.
So that’s what I think folks are really backlashing (or will) against… thoughts?
@TomMartin
I don’t disagree, Tommy. But I don’t think it’s that simple, either. I think that’s part of the story, in other words. But the bigger picture is that folks need to consider strategy and audience first (as I said above), and THEN jump into tactics.
[...] against the dark result of a system, became a system in need of desperate repair, emerged as an analysis of a debate and settled nearly to where it was placed before it had [...]
Yes, we are headed for a backlash. Here is the truth — you don’t have to be great to win at this game. You don’t even have to be good. You just have to be first and overwhelming.
Something better has to replace a system where overwhelming content and backlink strategies win the content arms race. Content marketing has become just another SEO ploy and I’m sad for that.
Mark – Thanks for chiming in over here.
I think that used to be true: You didn’t used to have to be great. But now, I think you do: You have to be incredibly useful, empathetic (thinking of the needs of your audience first) and inspired (what can we do that others don’t? What makes us unique and how can we best express that?) Said another way: What might you create that people will THANK you for? That’s the pressure marketers are under… and I think that’s a good thing.
First-movers always have some advantage. (Think: Oreo and the Superbowl.) But unless they keep up the quality and innovating, they’re dismissed to. (As Oreo has, and will, I believe.)
Thanks again, Mark.
Ah, this post is refreshing. I soaked in every word of it! PR News tweeted a quote from Andy Smith today which said: “When you enable action, you transform the customer to a teammate.”
I really like the diction used and think when you employ that vision – the customer is a teammate – marketing in general seems less fluff and more focused on working toward a common goal.
I think the successful implementation of any marketing strategy – whether its content or otherwise – has to be based on the guidelines you outline above, especially “put your audience first.”
Without sounding too cheesy (too late!), I feel very lucky that I am passionate about the field Cision services and think that can be the secret sauce to a successful campaign: you care so much about the industry as a whole that you want to better it, talk to others about it, and discuss best practices and tips. Along the way, you are educating the masses on your industry and your brand’s contribution to it.
I know that’s not complete reality – there are some marketers who might not have the option to tout a brand they’re passionate about but in the end, I think a marketer who is invested in its brand’s industry and its overall success is ultimately a voice for the consumer, not just the brand they serve.
Thank you for sharing ‘grounded truth’ and for linking to Doug’s blog – a great compilation on his site!
Also, Tom Fishburne is genius. A smart marketer who can draw and be funny? Life is unfair
Have a nice evening!
Best,
Lisa
“I think the successful implementation of any marketing strategy – whether its content or otherwise – has to be based on the guidelines you outline above, especially ‘put your audience first.’” Totally agree Lisa. That’s a lot harder to do than it seems like it should be, however.
Also – Tom Fishburne is a genius! So unfair.. lol.
[...] to call it, is nothing new. What is new is the technologies being used to syndicate this content, in particular social media. In this context, brands need not only to hire skilled writers but to also integrate them into the [...]
Nice Article Anne,
The only backlash I see is on those who use content marketing or ’storytelling’ as a buzzword. And they deserve it, to be honest.
But when you say today’s content is a ‘headset’, I think it’s more. The grounded truth is that it’s a structural approach to marketing/communications that hasn’t been done before – because it wasn’t necessary in mass media. So content marketing in its current form IS new. Storytelling or using content isn’t
It’s what I had in mind in developing a model for ‘great’ content marketing content: http://bit.ly/XpNFnC
It reinforces what you say about strategy first – that’s the bit that most marketers need to get their head around. The interesting thing is that marketers struggle with communications – and communicators struggle with marketing. And you need both for good content marketing, right?
- Steve
I don’t particularly like “storytelling,” either. Not because it’s a buzzword, but because of its implications. I think good content is less about storytelling, and more about telling a true story well.
I like your model. Thanks for linking to it.
Pleasure, thanks Ann.
Yep, I agree on storytelling: it’s not a catch-all for any old content.
- Steve
Absolutely love. Everything becomes stunts when the wide masses start screeching about how this is changing everything. Hype truly messes with and damages the true opportunity.
I still don’t get “content marketing”. Content and creative have always been important marketing tactics. It doesn’t need to be its own industry. So let’s stop talking about it. Just do it.
Yes, I believe we are about to experience a massive backlash against (copycat) content marketing. But maybe “backlash” isn’t quite the right word, after all just ignoring noise isn’t really much of a backlash. Maybe what’s happening is more like a “content bubble” … POP!!
[...] There is a growing sense that Content Marketing is getting to be “too much.” That is, there’s too much “content” and too much “marketing” in the world. There’s even talk of a backlash. [...]
[...] understand there is some content marketing bashing going on and here are my thoughts on it. Custom content (or content marketing) is a multi-billion [...]
[...] can bring to business. She explains why her support for content marketing is still strong and gives 3 key points as to why content marketing is still so [...]
[...] Another one of my other favorite people with a savvy perspective on content is Anne Handley. She noted: [...]