A Spoonful of Content Helps the Advertising Go Down.

Post by Ray 4 years ago - Social Business - 2 Comments

Art Content Marketing

Given the hype around content marketing, it’s not difficult to understand why marketers have taken to it like Don Draper to a bottle of scotch.


Encouraged by Google’s emphasis on content as one of the three pillars of SEO and discouraged by consumer’s dislike of advertising, marketers have embraced content as the new medium for their message. 

As for the other two pillars; link building is the tactical domain of SEO specialists and social media, the enchanted forest of unicorns.

We all use content to market our business.

It’s through our online content that people get to know who we are and what we know.

But given the pressure to produce a lot of content to stay visible and viable, are we able to make each piece of content count? 

If a little content is good, is a lot better? 

“If my tweets falls in the Twitter stream and no one reads it, do I exist?”


Judy Garland


Sometimes I feel like
Judy Garland on the MGM lot but without the pills. (Is coffee a drug?)

There’s a lot of pressure to produce and produce and produce.


CEO of TopRank, Lee Oden gives a great definition of content marketing. 

Content Marketing is the thoughtful creation of content designed for a specific audience to inspire a particular outcome. It is often mapped to the information needs of a target audience segment during the customer journey from Awareness, to Purchase to Advocacy.


Lee also points out in his post: The Truth About Content Marketing and SEO, that search engines represent just one touchpoint on the customer journey.  

Being the loudest and most disruptive kid in the class might get you attention but it won’t get you grades.

Google’s changed the rules.

Valuable content that is verified, authoritative and trusted is the new SEO standard – Google Authorship.

Has “content marketing” become a euphemism for “native advertising”?

Content Marketing Workshop - Mark Schaefer

Last week I did a Hangout interview with Mark Schaefer in preparation for his Montreal Content Marketing Workshop(did this just constitute “native advertising?)

He mentioned that marketers at this year’s SXSW conference were looking to content marketing as the new advertising. 

The reason being that people were turning away from traditional advertising.

Mark’s concern was if content became the new advertising, that consumers would turn away from that as well.


Jeff Jarvis, in his provocative post: In the End Was the Word and the Word Was the Sponsor’s, quotes Rishad Tobaccowala: 

“The future of marketing isn’t advertising but utilities and service.”

He singles out Google as an example of a company that provides service over content.

“…enabling it to build relationships with each of us as individuals while also serving advertisers without creating confusion. Google is taking over huge swaths of the ad market by providing service to users and sharing risk with advertisers, not by selling its soul in exchange for this quarter’s revenue…”

Content is just one tool in the box to build your marketing strategy. 

How do you deal with the pressure to produce content?


About Ray Hiltz

Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com. My background in business includes non-profit (performing arts), restaurants and Promotions. Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture. You can follow me on Twitter @rayhiltz or @image24Call

2 Responses to “A Spoonful of Content Helps the Advertising Go Down.”

  1. Ray,
    I completely agree with the idea that “just because you’re the most disruptive kid in the class doesn’t mean you’ll get the best grades…”
    As the SEO world matures success is going to swing back from tactics and tricks to quality of content created. I firmly believe that true value creators will always rise to the top no matter what new social network or digital marketing tactic is hot in that moment.

    • Ryan Hanley Of course the challenge is to have that valuable content found which is why I’m excited by the move Google is making to verify authorship and authority.
      For now, the loudest do get noticed first, but as you say, the pendulum is swinging from tactics to talent.
      Appreciate the feedback.
      Thanks Ryan.


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