Marketing Is Content: A PR Newswire White Paper
The nature of marketing is changing rapidly, fueled by the growth of social media. A PR Newswire white paper entitled “Marketing is Content” explains how content has become more than a mere factor in advertising. It’s become the backbone of a successful strategy.
Social media sharing and online venues that are primarily consumer-driven are superseding traditional marketing avenues, which are primarily driven by marketers themselves. In order to adjust to the new climate, many advertisers now aim to have their marketing content shared by consumers — and consumers only share the most engaging content.
Because of this, the relevance of ad campaigns is dwindling. In an ad campaign, marketers distribute messages to audiences in a “one-to-many” way. While this approach was viable when consumers only received news from a few media sources, there are now too many to control and keep track of.
These days, marketing content will only reach its audience if it’s created on a continual basis and distributed by the audience themselves. While this causes a amount of unpredictability, it also means that good marketing content can virtually “take on a life of its own.”
Lou Casale, VP of corporate communications at TheLadders, explains: “We are always looking for ways to take a message and share it with consumers in a useful enough way so they will share it amongst themselves. If it’s useful enough, they will blog about it, link to it, spread the news via Twitter and email it to their friends.”
Other marketers have also noticed the shift and are adjusting their sails accordingly. Here are a few changes that are taking place:
- One study found that companies investing in quality content doubled among marketers from 2008 to 2009.
- Marketing departments are creating, or even evolving into, editorial teams and publishing departments to ensure consistent output of quality marketing content.
- Distribution across a variety of media channels, such as social media, blogs, online communities, mobile devices, video sharing and more, is critical.
- Along with SEO (search engine optimization), SMO (social media optimization) is gaining importance.
As this white paper explains, content and marketing can no longer be considered separately. Content is marketing, and vice versa. See how Social Strategy1 can help your business’s content marketing today!