Content Marketing Doesn’t Die, It Gets Reincarnated

Content marketing is dead.
SEO is dead.
Print is dead.
Content is dead.
Social media is dead.
Big data is dead.

All of these statements have been trumpeted as opinion in the guise of fact across the internet this year. How many more marketing tools and strategies are we going to ‘kill off’ in 2014?

The argument that content marketing is either the king of the world or dead as a doornail has been raging on for far too long. Yet, while more placards are being raised proclaiming that ‘the end is nigh’, content marketing strategies are still out there getting results.

It’s the same story with print, as another well-debated example. The stubborn refusal of bookshops, newspapers and other publications to just give up and go away clearly shows that paper copies are still in demand.  Even the Kindle, the tablet of choice for many, is now being marketed using the appeal of print: “It’s like reading a book.”

None of these strategies, approaches and tactics that are supposedly ‘dead’ have actually died per se. More accurately, they’re constantly evolving – as effective marketing should. The way that you knew it five minutes ago is what’s dead, because something new is developing all the time.

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In that sense, content marketing and the like are actually immortal. Every Google algorithm update brings a new dimension to SEO strategy, and social media is finding ever new ways to keep users engaged.

The key to all of these marketing activities is relevance. That’s what keeps them all going. Fresh ideas and the right words to say that mean something to consumers. How else would we have remained a leading copywriting agency for more than a quarter of a century? Content is most definitely alive and well at Stratton Craig.

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Comments: 1

  • Justin Belmont says:

    Great post, Nina. I see this attitude a lot with clients at my content writing agency, Prose Media. With so many competing platforms on which to spread your brand’s message to consumers, and with new ones growing in popularity as well, people are often too quick to declare one format or tool dead, when all that’s really happened is its position has changed– and that it therefore requires a retooling of the commonly accepted method of utilizing it as a content delivery service.

    Instead of bemoaning the death of our favorite marketing method, we should really celebrate the proliferation of so many different arenas in which we can engage with our audience. If you realize that different platforms have different environments of user-interaction, and therefore different optimal ways for a brand to connect with consumers, all that is necessary is a persistent effort to stay relevant to the specific platform in question.

    For example, I’ve heard recent declarations that the blog is dead as a marketing tool– with anyone and everyone having their own blog, there’s simply too many different voices in a sea full of them for one to be heard, or so the argument goes.

    But here one can take a lesson from the popularity of newer platforms like Tumblr, Twitter and Pinterest, in that brevity and a focus on pictures and infographics is appreciated by the typical web surfer, who is so overwhelmed with information she gives up on doing any serious triage whatsoever, instead preferring a succinct and to the point summation. By catering to these desires on your brand’s blog, and through leveraging of your other social media tools to advertise your blog, and vice versa, you can both stay relevant to the demands of your audience and attract different types of consumers with different types of appeals. In this way, as you said, content never dies, but simply grows and changes, or is reincarnated.

    http://www.prosemedia.com

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