Back in the distant past of 2009, "content" and "marketing" weren't dating. Now they are a couple in the fast-moving world of brand publishing.
Luke Kintigh, managing editor of Intel's new media property called iQ, shared his knowledge from a crash course in content marketing in a recent blog post in The Content Marketeer.
"There is no doubt," Kintigh says, "content marketing is shaking up the marketing world, forcing CMOs to rethink and shift their resources to create newsrooms, content tabs and positions such as Chief Content Officer and Content Strategist."
One of the first lessons Kintigh describes is the imperative to leave "overt marketing fluff" at the door and instead generate content "that one would actually want to share and consume." Before plunging in head first, it is smart to "take the pulse of the Web," he says, by seeing what your target audiences read and share — and where they do it. "Don't mistake marketing objectives," he notes, "for audience interests."
When you reach audiences, Kintigh says, you want to optimize their interaction with your content by ensuring it works on a spectrum of devices — from desktop computers to tablets to smartphones. It also must adapt, he says, to a range of communications channels such as Twitter, Facebook, Tumblr and YouTube.
It is okay to curate content, but in the end the best content, Kintigh insists, is original content. Producing original content, he adds, requires thinking and acting as a brand publisher to "win our audience's attention and ultimately their business."