“The idea of content as some sort of messianic marketing device has stuck so well that, regardless of business, product or market, there has been a compulsion to simply ‘do content’. With securing and retaining permissions, building relationships and earning trust more important than ever, is it time for content to integrate more with the rest of the marketing mix?
I’m frustrated at the tendency to place content on a pedestal it doesn’t quite deserve. Never mind about the consumer’s physical experience – what about the content? Never mind about how, when or even whether you should engage – what about the content? And never mind the fact that you have got a decade’s worth of abandoned publishing models in the closet (rather proving my point) – what about the content?
Over the next couple of years, the new EU General Data Protection Regulation (GDPR) will put the way we engage under greater scrutiny than ever before. If consumers are going to want to hear what brands have to say, and share information with them, then content is going to have to climb down off its pedestal and integrate.” – Sarah Hooper, Amaze One, June 22nd 2016
Sarah’s brilliant article highlights the issues of content marketing in a fresh new light. She highlights how marketing relationships are going to become more about proving your value to your subscribers in order to gain their consent, and continuing to provide value in the longer term to ensure the relationship continues into the future.