The Value of Journalism for Content Marketing - Raconteur at CIM Wales

Editor's Notes

1. We’re a publishing house – and it’s with our background in publishing that we’re able to advise marketers on the value of a publishing approach, and of investing in key pillars of excellent content creation like journalism
2. At best, it creates some interest or engagement – but very little creates actual authority that positions the brand or spokesperson as a real leader in its space
3. Marketers are responsible for creating a differentiated position in the market – and standing above their competitors (Annabel Rake reiterated this at the opening keynote of this year’s B2B Marketing Conference two weeks ago)
4. The goal of great publishing is to build a meaningful relationship with the audience centred around information, analysis, knowledge, curiosity and inspiration The value exchange here is very clear
5. relevant, engaging content is inherent in the very philosophy and execution of the business of publishing
6. This means that ‘publishing’ – that is, the art of professionally communicating curated, valuable information to an audience – is now part of every smart company’s strategy where the marketing team can get behind publishing values
7. But above all, the most important pitfall to avoid is mediocrity
8. Going for an ‘average’ content project, with too many compromises, is a waste of time and money, and it won’t move the commercial needle
9. is that marketers spend all their money and metrics on the former – but what they’re actually after is the latter
10. Generating new, research-based commercial insight that can help your prospects think through how to address their challenges gets you buy-in with your target audience because it helps you un-teach them what they currently know. It puts you in a position of authority as a knowledge provider – which builds your influence factor. By producing original research and packaging and presenting it to your industry, you’re making a statement both about your traction and your longevity in the niche as well as about your commitment to excellence and leadership within it. New knowledge Generating new knowledge – whether it be analysis, conclusions drawn from data, commentary or opinion – gets you buy-in with your target audience because it puts you in a position of authority as a knowledge provider, which builds your influence over time