Why brands become publishers
We live in a society in which we are more and more digitally connected to each other. In this society the public sphere is no longer produced by the mass media. More and more economic processes are happening publicly and in a networked way. Whoever is participating in society is producing content about themselves and about everything they are doing and is perceived via this content.
Content strategy is nothing more than a strategic approach to this content. Content marketing means to use this content in a targeted way for marketing purposes.
Brands are perceived via content because they are acting today in a networked way, publicly and in realtime.
It is easier to publish than not to publish
Customers inform themselves online before all
Search engines promote quality content
In social media good content is a conditon for success
Content everywhere: from digital to mobile revolution
Classical ads and banners have lost traction
Scarcity of attention has replaced scarcity of information
Filters are replacing gatekeepers and mediators
The business models of publishing houses and media companies are obsolete
The era of one-way, single-threaded, brand-directed mass communications is officially over. ... The only way to reach your audience in today’s information-drenched, content-saturated world is through Epic Content Marketing that emotionally connects with the people you are trying to reach." (Pulizzi (2013), loc. 96-104)
Content marketing is owning media as opposed to renting it (Pulizzi (2013), loc. 244)
Customers regard brands as networked problem solvers
Customers and brands are connected 24/7 in realtime
The mass of disposable data is growing exponentially
"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action." http://contentmarketinginstitute.com/what-is-content-marketing/
Content-Marketing is about content published by brands which
Content Marketing is a task for content strategists. It is closely related to other purposes of content (e.g PR, Service).
Illustration: TopRank Marketing
Pulizzi, J. (2013). Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. McGraw-Hill Education. Retrieved from http://books.google.ie/books?id=8dprAAAAQBAJ