photo © 2005 Chris Corwin | more info (via: Wylio)
Joe Pulizzi has just published the latest top Content Marketing blogs (see Junta42 Top 42 Content Marketing Blogs). Clearly there are a lot of blogs I should be following!
What struck me is his announcement that this is the last time he’ll be publishing this list. Says Joe: “Today, content marketing is the dominant phrase for the creation and distribution of compelling and relevant content to attract and/or retain customers.”
Yes, more people now know what ‘content marketing’ is – and they know they should be doing it.And there are literally hundreds of good bloggers out there offering guidance. (The Junta42 list includes more than 400 of them!)
So, the blogosphere and the social media consultants and agencies all ‘get it.’
Why, then, does it seem like sometimes I’m talking to a brick wall?
Actually, I am thinking of taking ‘content marketing consultant’ off my business card because of the blank stares I get. Even working with technology companies that clearly invest in their marketing initiatives, people don’t really think “Gee, I need me some content marketing.”
Instead, they call me when they say “I need a lead generation campaign – let’s create some information-rich whitepapers.” Or, “I need to create some credibility with our prospects, let’s do a webinar series and some articles, maybe a blog.” If I asked many of them to see their “content marketing plan,” they’d mumble something about working on that, or maybe next quarter. Or they would just look at me blankly.
Of course this isn’t true of everyone. Joe and the other bloggers have done a terrific job of evangelizing the term ‘content marketing’ – and, I hope, the concepts behind it. There are many great books out there, including Ann Handley and C.C .Chapman’s Content Rules, Ardath Albee’s emarketing Strategies for the Complex Sale, and Joe’s Get Content, Get Customers. Occasionally someone sends me a spreadsheet containing their content plan and editorial calendar. But they’re the exception rather than the rule.
So, am I crazy? Just lazy?
Do I keep evangelizing content marketing? Or, rather, are the concepts of content marketing just becoming ‘best practices’ in today’s information-rich marketing environment, without requiring or deserving a specialized discipline?
Maybe Joe’s right to conclude his list, but not because the term is so popular. Maybe it’s because the most successful companies are doing content marketing, and everyone else is figuring out that whatever it’s called, they have to get themselves some of that.
At any rate, I’m ready to cede ‘evangelizing’ to others, and just get on with my marketing writing. I might even change the title of this blog. Hmm.
Any other marketers out there want to pitch in your ideas? I’d love to hear what you think.