Content marketing is coming of age, I have titled my column from last week. But the more I think about it, the less I am convinced that I have found the right headline. Because content marketing is actually growing up, but is still very deep in puberty.
A time in which one tries out and experimentes, discovers one’s own abilities, experiences emotional highs and lows, beats himself, falls in love for the first time, deprives himself again and questions everything that the ancients did. You walk a thousand times in the wrong direction – and hopefully learn from it for life.
Content Marketing is still very young
Because I’m still a big kid’s head in my mid-40s out of a deep conviction, I like that. This wild, experimental thing that digital content marketing is currently (still) bringing with it.
Content Marketing is simply a very young and incredibly exciting media discipline without much certainty and a lot of undiscovered land with countless opportunities to grow and learn. I think it’s beautiful!
Only: What I like is completely irrelevant. Because content marketing is commissioned work. So it may be nice, if the service provider or consultant with heart and soul in the matter and enthusiastically experimented. But he does so with the brand and the money of the client. And the more money is in the game, the more likely the guardian (client) will ask: What brings me Content Marketing actually?
Can Content Marketing deliver measurable results?
For many companies, this question is far from clear. Although it has become accustomed to the fact that the classic offline and online marketing is just being mixed up by the pubescent horde of Content Marketeer.
It has also been recognized that the classic ad business in the digital world desperately needs supplementing with functional content, because the traditional is simply not fully effective – but how to deal with the young savages to achieve measurable success, you do not know right.
Nevertheless, as we learned last week from Content Marketing Monitor Germany, 78 percent of respondents want to intensify their efforts in content marketing over the next three years. The next question I would ask is: But how the hell?
Everyone knows how content marketing works
Of course, all those who are currently co-eduting have the typical certainty of the pubertal (copyright: Jan Weiler), already know how to run the only true and proper content marketing – PR agencies, corporate publishers, digital and media agencies, Communications and Marketing departments and nine-wise LEAD columnists.
So you can trust in that expertise that makes adolescents easy and hopes you do not sink too much money – or act strategically.
We remember: “Every second company works without content marketing strategy or concept,” says the Content Marketing Monitor. As if that were not bad enough, many companies lack the in-house know-how and resources to properly implement content marketing – and even if, content marketing takes place in silos without any connection to the overall strategy.
Growing up requires a strategy
That would be exactly where the content marketing was born and became a natural part of the marketing mix. Because strategy has several facets: First of all, it requires a very strategic approach that anchors content marketing in the company and establishes it as part of a marketing eco-system.
This includes strategic recruiting or training of existing staff as well as the establishment of processes that do not narrow down, but make cooperation more effective.
At the same time, one should start with a content strategy that defines exactly how to reach whom, with what content and goals. Then you can and should like to experiment again.
Because even that is clear: Like any good marketing, content marketing needs creative minds who have the necessary freedom to create magical content. The strategy sets the limits within which the pubescent content marketeers can let off steam and become bit by bit grown up.
About Karsten Lohmeyer: Anyone who deals with digital content marketing and digital transformation can hardly ignore Karsten Lohmeyer. The 46-year-old worked for many years as a journalist, founded the well-known media blog LousyPennies.de and built u.a. a content marketing subsidiary of Deutsche Telekom. Today, as a consultant for corporations and agencies, he develops and implements complex content marketing strategies, conducts workshops and trainings and deals with his favorite hobby, growth hacking.
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