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Q&A: What’s It Mean to be a Content Marketer?

By Jake Sorofman | September 24, 2013 | 0 Comments

digital marketing

On the heels of last week’s two-city cosmic conversation on content marketing, my Gartner colleagues asked me to answer a few questions on what is becoming one of the most pervasive topics in digital marketing.

Here’s an excerpt of our discussion:

Q: The briefings focused on the 3 C’s of content marketing.  What are the three C’s and how do they tie into the content supply chain?

Jake: The 3 Cs describe the complementary techniques of creation, curation and cultivation. Creation, not unexpectedly, is the collaborative process of working across in-house and agency or freelance teams to produce engaging content assets. Curation is when we find, organize and annotate third-party content to tell our stories. Finally, cultivation is when we ask our communities to contribute content back on our behalf, often in the form of comments and reviews or richer user generated content driven by contests, games and other incentives. The combination of these three techniques is what enables brands to tell their stories every day—they are the key inputs to a content supply chain that feeds audience engagement across multiple channels.

You can read the rest of the interview here.

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