Content (Is) King: Robert Rose on Content Marketing
Of course you've heard the phrase "Content Is King" being tossed around lately. Maybe it's all still a little nebulous to you, and maybe you need a few tips on how to put it into practice. We've got an interview with Robert Rose , "the Content King," that will do the trick. Rose is the chief strategy officer for the Cleveland, Ohio-based Content Marketing Institute. He also teaches the Content Marketing Master Class, find a location near you and register here.
Some would say content marketing has been going on for years, especially in B-to-B marketing. Why has it become such a hot strategy over the past couple years? What's different now?
Content IN marketing has, indeed, been around forever. Content marketing as a practice-a repeatable, scalable, manageable function in the business-has not. This is what's changed. It's become hot for two basic reasons. The first is the empowerment of the consumer. So (and this is especially true for B-to-B), so much of the buyer's journey now is completed before the business ever gets a phone call. The complex, consultative sale is no longer handled solely by sales. It's facilitated-up to 70 percent of the way in some cases-by content that informs, educates and ultimately makes the case for change. The second is the disruption of digital more broadly on industry. Today, almost every industry is undergoing some form of digital disruption. Competition is but a click away-and consumers are more fickle than ever before. Today, people don't buy products and services-they buy an approach to solving their need. In most cases, the differentiation in that approach comes down to value created beyond the product or service. At the heart of that differentiated value is usually some kind of experience. At the heart of that experience is usually content. So that's the key. Now, of course, many businesses have recognized this and started content "programs". But these are usually one off projects that don't scale and are hard to manage. This is why education on this approach is so important. It's not to understand what content IS. It's to understand how to manage and scale it as a differentiating function in the business.