The world of marketing is chock full of buzzwords: SEO, SEM, AdWords, native advertising, big data, thought leader, (thought who?) etc. As a company focused on telling the world about your products and services, it may be difficult to decide how to digest all these techniques and best utilize them for your brand.
Content Marketing Definition
By definition, content marketing is a marketing technique that involves creating and sharing media and published content in order to acquire and retain customers. This information can be presented in the form of a blog, podcast, white paper, video, SlideShare, e-book, infographic, case studies, how-to guides, question and answer articles, etc.
Although many of the buzzwords used are new, the concept of content marketing is not.[Tweet “Although many of the buzzwords are new, the concept of content marketing is not.”]
The art of storytelling by brands has been around for centuries. In today’s day and age, it’s simply a nostrum to helping others through thoughtful insight.
Pioneer Content Marketers
John Deere
A prime example of how content marketing was effectively utilized in the past involved the mega-giant farm equipment manufacturer, John Deere. During the early days of the printing press, John Deere published a magazine, The Furrow, for farmers in an effort to educate them about farming and producing. The purpose was not to sell farmers John Deere equipment, but rather position themselves as experts to help their consumers become more abreast with the latest trends in the farming industry.
The first issue printed was in 1895. Since then, The Furrow has continued to become a content marketing legend. Today, it reaches more than 2 million consumers globally (holy smokes!). (Read more about the history of The Furrow).
Jell-O
Another content marketing Pioneer is the brand of Jell-O. It was 1904 and Frank Woodward, owner, and William E. Humelbaugh, director of advertising, were looking to generate revenue. Their idea: publish Jell-O bestseller recipes. They utilized a three-inch ad costing $336 (which was a lot back then) in the Ladies Home Journal. Let’s just say, their attempt was well worth the hassle.
By 1906, Jell-O reported company sales at $1 million. (Holy Toledo, Batman!) Succeeding years saw a paradigm shift from the hand-packaged business to a more mechanized factory with unique advertising business model.
Today, Jell-O is manufactured by Kraft/General Foods and the recipes continue to be tantamount with the average childhood.
Is Traditional Marketing Dead?
Don’t get me wrong, traditional marketing comprised of outdoor, broadcast, and print advertising/marketing is not dead. It’s alive and well. However, smart marketers have begun to find ways to bridge the gap between traditional marketing and content marketing to cultivate and speak to their audience in new ways.
[Tweet “Smart marketers bridge the gap between traditional marketing and content marketing to cultivate and speak to their audience in new ways.”]
Michael Brenner, Marketing Leader, Speaker, Author, Head of Strategy at NewsCred says, “We need to connect with our audience through stories people love.”
Whether that story is told through a: 30 television spot or a blog post, combining entertainment, value, and purpose is the future of creating new business acquisition for your brand.
[Tweet “Whether that story is told through a: 30 television spot or a blog post, combining entertainment, value, and purpose is the future of creating new business acquisition for your brand..”]
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