Content Marketing Today

Blogging Expert Buys into the Term: ‘Content Marketing’

It’s great to learn that an online marketing expert like Patsi Krakoff finds our term, ‘content marketing’ to be an apt descriptor of the integration of multiple trends and techniques:

I’ll admit that the concept of Content Marketing makes sense to me. It ties together all the different kinds of content you need to publish for business online and off.

Patsi includes my co-writer, Joe Pulizzi’s 5 Pillars of Content in her post and remarks:

Joe makes a big point that the reason content is so important is that traditional marketing isn’t working. You can no longer blast a message in people’s faces. Maybe you never really could.

What I have found in decades of work with marketing executives in my role as publisher is that relatively few have an in-depth understanding of their customers and their needs. That was bad before the Internet and Web 2.0. It’s much worse now because billboard-style, interruption marketing really, really irritates your best buyers.

The key is to identify who needs help and is ready to receive it. That’s what Patsi Krakoff does with her blogs. She precisely targets the needs of her visitors–and likely prospects–with the content that is relevant, useful, and to-the-point.

If that’s not content marketing, I don’t know what is.