we create and consumeit everydayand have done so for many many years
It forms the…magazines,whitepapers,apps,NEWSFEEDS,programs,adverts,articles,newspapers,videos,music,films,Emails,websites,books,coffeecups,games,photos,socialchannels,ONLINEPINBOARDS,TV,billboards&BLOGS…we view, visit and consume in our everyday lives
John Deere’s ‘The Furrow’magazine.Started in the late 1890’s ithelped farmers to learnnew techniques and mostimportantly better ways tobe profitable whenharvesting the land.“Feet on the ground,eyes on the horizon”
Not only did this providefarmers with relevant,valuable and interestingcontent but it positionedJohn Deere as a thoughtleader for those whocultivated and harvestedthe land.This still remains relevanttoday with a net revenue of+$32Billion (USD) in 2012.
So…What is the difference betweenCustomPublishing & ContentMarketing?
The term ‘CustomPublishing’ was created by traditional magazinepublishers as they needed a way to differentiate it from their corepublishing businesses which involved creating assets not for mediacompanies but for advertisersIn many respects this was possibly the wrong name as publishing is notnecessarily marketing and creating content to sell products or servicesin its pure sense is ‘marketing’
The reason for the phrasecontentmarketingis a result of the advances in technology andthe channels available for distribution andconsumer engagement
Never before hascontent been so easy tocreate…
The reason…What was once a process that involved journalists, copywriters andphotographers gathering content for custom publications, which were printedon machines, manually operated by teams of people and distributed byvehicles and handed out by peopleis now a process which see’s anyone with a phone creating uniqueand engaging content in less than a few minutes.
Our lives are full of disruptionsWith the advances and advantages of technology and the ability to create and publish contentinstantly, content in its marketing form has become its own worst enemyCreating content to sell features or functions is adding noise to an alreadydistracting environmentIt cannot be about you/us/or the brandIt must be consumer centric and relevant to their wants, needs and interests
It is the art of marketing and selling a product or service byultimately NOT selling, but instead by educating, entertaining oradding value to a target audience through the things that they like orneed to do.
Goodcontentmarketingshould influence consumers in a way which makes them think andbehave differently.It is not easy and it is not a campaign, it takes time and commitment.It is an approach and business strategy that with careful planning and by listeningto consumers can have massive effects both now and for many years to come.