Laura Porto Stockwell
Content that is developed or curated by a brand
to provide added consumer value such as
entertainment or education. It is designed to build
brand consideration and affinity, not sell a
product or service. It is not a paid ad,
sponsorship, or product placement.
—Tracy Stokes, How To Build Your Brand With Branded Content, Forrester, March 21, 2013
What is Content Marketing?
Photo credit: George Mason University Libraries Special Collections and Archives
Jell-O knew it in 1904.
Finally, we understand the value of content.
It’s not new, it just seems new, because we’ve
been hesitant to mix editorial and marketing
content, so we developed advertising content
that was often disingenuous and tacky.
But it doesn’t have to be that way.
“Instead of pitching your products or
services, you are delivering information
that makes your buyer more intelligent.”
- Marketer quoted in AdAge, March 2013
It’s a shift in mindset.
If you are a marketer, content is awesome.
Consumers are skeptical of
advertising. Content marketing
delivers meaningful messages.
Content strategy is essential
for social strategy.
Content is a key part
of an SEO strategy,
making your digital
Percent of marketers plan
on increasing content
marketing budgets in 2013.
Percent of marketers list
content marketing as their
top priority in 2013—nearly
doubled from 2012.
— eMarketer, March 2013 (CopyPress study cited)
"The lines between products, services and
marketing continue to blur. We will keep pushing
ourselves to think in terms of content, not just
—Jeff Jones, Target CMO
Clients are not publishers
"We struggle with content creation and marketing, because
people see this as something that they have to do over and
above their current job responsibilities or KPIs," said another
survey-taker. "It gets pushed to the side as people have to
carve out time from their current work responsibilities. It's a
problem with the perception of this concept."
– Marketers polled by AdAge, February 2013
Percent of U.S. internet users who said
encountering videos that appeared to be
content but turned out to be sponsored
ads either changed their opinion of the
brand for the worse or at best had no
— eMarketer, Key Digital Trends for 2013, December 2013
There’s a risk of doing it badly
What content does your audience
want and need?
How often to update?
What format is best for delivery?
How will content be created?
Is it compelling enough to be
What topics, keywords and meta-
data will make content findable?
What channels offer best
opportunity for connection?
How does content align across
How will content be measured?