Whether you believe the current hype around content marketing is crap or crêpes, you’re not going to avoid it. I have my thoughts why it’s such a hot topic, but this post is not about my opinion, but the opinions of experts who I admire and have learned so much from.
I moderated a panel discussion at Mark Schaefer’s Content Marketing Workshop in the summer featuring panelist representing different sectors. I asked each of them a question about content marketing specific to their speciality.
Mila Araujo: Social Business Strategist – Regulated Industries
Q – Do you feel that that the new focus on “content” will give the Regulated Industry sector an excuse to stall, if not pull back on social media?
“Before we talk about pulling back, it should be noted the vast majority of firms have hardly taken the leap into social media.
The focus on content combined with a lack of confidence is what holds them back. Rather than using these new tools as an opportunity to build relationships by engaging employees and publishing creative content to build relationships into the community, regulated industries use regulation as a rationale for not participating in social media as other industries do.
It’s the forward thinking firms that take on an overall social mindset, both internally and externally, that will adapt to these challenging times and succeed.”
Micheline Bourque: Social Media Marketing Consultant – SMB’s
Micheline Bourque is a Montreal-based marketing professional, social media enthusiast and evangelist. On her blog, Marketing sur mesure, she writes about the impact of social media on businesses and organizations as well as the sociological aspects that arise privacy issues.
Q – How would you explain the difference between content marketing and social media marketing to a small business owner?
“Content marketing is a buzz word.
It is uninteresting unless the subject itself, the writing, the company, or whatever, is interesting already. You don’t see Square, Uber, Apple, or Twitter talking about content marketing.
Brendan Tully Walsh is co founder of marketing agency, Brendan & Brendan. He has a decade and a half of experience as a national broadcast journalist, writer, public speaker and marcom strategist. With an Edward R. Murrow award and two AP awards for regional political and business coverage, Brendan has a keen editorial sense that has served his clients in all areas of marketing, communications and PR.
Q – As a journalist, content was your product, now as cofounder of a marketing agency, how has your content strategy changed (if it has)?
“The fundamental difference is the extent to which the content marketing operation must do the job of being a “newsy” while at the same time tastefully self-referential. To relay information or insights with consistent ties back into the company’s people, products, services and core values, and all the while without being overtly self-promotional. That radically changes the strategy, but in a multitude of subtle ways.
“Earlier examples of content marketing missed the subtle part of the mission. Today’s approaches should borrow heavily from the newsroom in the areas of consistency, programming, quality and relevance, while staying true to the purpose of extending and expanding the company’s relationships with its customers and community.”
“While content remains “the product” of both the newsroom and the content marketing operation, the journalist’s goal to inform, entertain or engage in the context of a beat, becomes the content marketer’s job to inform, entertain and engage in the context of the company and its values.”
Ray Hiltz is a Google Plus Specialist and Social Media Strategist helping small businesses establish their brands and build their communities on the social web.
A strong proponent for the power of collaborative communication and "humanized" digital networking, Ray writes about social media, social business and Google Plus.
His clients include hotels, restaurants, consulting firms, entrepreneurs, writers and individuals just trying to make sense of "social".
Ray is a popular speaker on Social Media, Social Business and Google+.