I came across this interesting article written by Steve Olenski who is a writer, content marketer, and influencer. He discuss the idea that all of social media is basically content.
It wouldn't exist Facebook, Twitter, LinkedIn, Snapchat or Instagram if there wasn't CONTENT. It would all be just blank boring spaces that no one would visit. The same works for paid media - advertising. It is all about the content. Here is what he says about content in the world of social media:
"Content is for more than just marketers. Content comes from the entire organization, but predominantly comes from the public-facing functions like customer service, sales, marketing, and product development, as well as the executive suite. We’re seeing the rise in the culture of content because brands are publishers, and employees are also becoming publishers. Some might shrug it off as noise instead of being a signal, but as channels, platforms, and devices become more proliferated, employees are becoming better able to be the voice of their brand. When you include the requests made by social media, thought leadership, sales, real-time marketing, customer service, and recruit teams, and you’ll see there’s never been more demand for the continued creation, refinement, repurposing, and reformatting of content. Content can be used to elevate a number of functions, such as diverting calls from call centers and social selling, to increasingly effective digital channels. Smart organizations spread the word of this message because it saves money, empowers employees, thought leadership, and other benefits.
Digital advertising such as takeovers, banners, videos, and other formats are becoming less efficient. More people than ever are using ad blockers to deal with the problem of ad fraud. Marketers are faced with the challenge of finding new ways to reach their consumers, in a way that makes them happy rather than makes them angry.
Rose Burberry-Martin, Marketing Coordinator for Chisholm, Chisholm, & Kilpatrick reiterated this when she told me “This is where content marketing comes in. Content marketing informs, entertains, educates, and offers utility. It’s also there when people decide they want it, rather than trying to thrust itself upon them.
Traditional marketing has become a commodity and is lost in a sea of media buy options following the rise of mobile, digital, and social technologies. There was a time advertising was the king of marketing tactics and channels due to it costing the most. These days, brands are responding to new expectations from customers by providing relevant content through the entire purchase decision process.
Sophisticated marketers are finding the marketing avenues that offer them greater levels of control, while advertising is staying at a costly price even if it is becoming less effective.
Long gone are the days when marketing initiatives would be locked ahead of time. Real-time marketing has become a major challenge for many organizations to be relevant, provide great customer service, and offer relevance and direction as news breaks and events happen. With all of this comes constant challenges, but the potential for major rewards including relevance, newsworthiness, and being at the forefront of the minds of your audience.
Even so, being prepared for – and going through with – real-time marketing takes a incredibly focused content strategy, training, triage and close-collaboration with departments outside of marketing such as legal.
Content can be found everywhere – from beacons, sensors, the Internet of Things, and everything in-between. We’re reaching a point where just about everything will be, or involve, content; from appliances and clothing to locations and vehicles. According to Jim Epton, Director of Marketing at Domain Hunter Gatherer, “Marketers have already begun to collaborate with IT and product groups in an effort to create content based on the way people live their lives, what they do, and where they are when doing it.”
Content is quickly moving past marketing and is becoming a piece of the puzzle that is the way people interact with the world around them."