Earlier this week, I had a conversation about words with a member of the content marketing cognoscente. That I have conversations about words is probably no great surprise, since I’m a word nerd by inclination and an industry analyst by profession.
In this particular conversation, we discussed the words used to describe content marketing, which is now a discipline at the top of every digital marketer’s en fuego list. We agreed that definitions are blurring, as they often do, as the practice matures and everyone with a stake in the game seeks to place their watermark on the blueprint.
But what is content marketing? It’s certainly different today than it used to be when it referred to the occasionally unsavory practice of cranking out large volumes of relatively low quality content optimized to game organic search rankings. Then, it was about optimizing content for machines. Now, it’s about optimizing content for human beings.
One of the key challenges in describing content marketing is the fact that, for marketers, content is more or less everything. It’s ad copy, it’s the images on your website, and it’s your whitepapers, case studies, promotional offers, and the like. What isn’t content?
Of course, to truly understand content marketing, it’s crucial to understand that the content which drives engagement and social redistribution is fundamentally different in volume, velocity and variety. The truest sign of not getting these distinctions is when brands apply yesterday’s chest-thumping content assets to today’s content marketing techniques. Audiences generally reject it like a foreign body in the bloodstream.
What is content marketing to me? It’s about continuous storytelling. It’s about a steady stream of storytelling innovations—large and small—delivered as an ongoing pulse. A drumbeat.
This concept finds inspiration in the world of product innovation, software development and, more recently, business incubation where agile techniques drive continuous, iterative delivery of features as a probe to discover the richest veins of opportunity. Here, continuous discovery and delivery of innovation—and continuous measurement—are baked into the daily rhythm.
In the world of startups, “MVP” is the hot TLA* these days—minimum viable product. The idea is thinking small to win big. Delivering small innovations more frequently will always serve you better than the inverse. This culture of continuous delivery is built into the daily routine. Software developers can’t rest until they’ve uploaded their code to complete the nightly build. They’re hooked on the continuous pulse of progress.
As a content marketer, you should be, too. Because, when you strip away all the pedantic opinioneering, content marketing is really about one thing: continuous storytelling.
(*) Three letter acronym