Content and marketing copywriting, writing training, seminars and workshops
Contact Me
(978) 391-4595
Email Me
  • Kranz on Content
    • content marketing
    • B2B marketing
    • marketing training
    • copywriting
    • social media
    • eBooks
    • WTF?
    • Web marketing
    • Video
  • Writing That Works
    • Client List / Samples
  • Speaking / Training
    • Online Digital Marketing Training
    • Winning RFPs
    • In-House Workshops
    • Storytelling for Salespeople
    • 1-Day eBook Workshop
    • Content Strategy Workshop
    • Marketing Facilitation
    • Upcoming / Previous Events
  • Free Stuff
    • eBooks
      • Making Your Case
      • The 7 Secrets of Super-Successful Content Creation Teams
      • The eBook eBook
    • Articles
    • Copywriting Glossary
  • Who Is Jonathan
    • 10 Reasons Not to Hire Jonathan Kranz
    • Bio

Lessons Learned from Killing Marketing, Part 5

October 23, 2017kranzcomcontent marketing

“It’s the transformation of marketing into a function that creates valuable experiences and content that is the new muscle for most organizations…”

Joe Pulizzi and Robert Rose, Killing Marketing, p. 133

“Content marketing” is no longer a new idea. Yet there’s still a great deal of confusion of what “content” is or is not.

Here’s the way I think about it: Just as business involves an exchange of something of value (a product or service) for your money, “content marketing” offers information/entertainment of value in exchange for your attention.

That’s precisely why content marketing is (largely) a contemporary phenomenon. When consumers are no longer confined to three broadcasting networks and one or two local papers, and they can use the Web to find just about anything they want, they control what they see or hear.

You want attention? You have to earn it. Content is what earns it.

That means that a lot of stuff that marketers pass off as content, such as marketing collateral or advertising “assets,” really isn’t.

What’s the difference? Traditional marketing stuff – like brochures, data sheets, and demos – describe value, value that you can obtain when you make a purchase.

Genuine content delivers value in itself. Think of that guide to seasonal planting…the benefits planning calculator…the ebook on assessing security risks. They hold your interest because they provide something you want, right here and now. No purchase necessary. All that’s required is….your attention.

(If you’re wondering why you would give away something of value for free, please read Killing Marketing and the stack of previous books Joe and Robert have written. Plus my blog.)

Apply the acid test to your content inventory. Does your stuff describe or deliver value? If it doesn’t honestly deliver, it’s not real content and it will not attract nor hold the attention you want. It may be time to transform.

: content marketing

Related Posts

Backtracking a successful social media trail

July 27, 2009kranzcom

How NOT to write an ebook

August 10, 2009kranzcom

5 ebook ideas for overcoming writer’s block

August 19, 2009kranzcom

Recent Posts

  • Michelle Ngome: “Within 12 months, I was able to reach more than six figures in revenue, all because of the work I did by sitting in Jonathan’s workshop”
  • 5 Key Qualities of Champion Content
  • Get “hooked” on these tips for financial services marketing
  • Lessons Learned from Killing Marketing, Part 5
  • Lessons Learned from Killing Marketing, Part 4

Recent Comments

    Archives

    • September 2022
    • April 2020
    • March 2018
    • October 2017
    • September 2017
    • August 2017
    • June 2017
    • February 2017
    • November 2016
    • October 2016
    • April 2016
    • December 2015
    • July 2015
    • February 2015
    • November 2014
    • October 2014
    • September 2014
    • August 2014
    • February 2014
    • January 2014
    • November 2013
    • October 2013
    • September 2013
    • August 2013
    • July 2013
    • June 2013
    • May 2013
    • April 2013
    • March 2013
    • February 2013
    • December 2012
    • November 2012
    • October 2012
    • September 2012
    • August 2012
    • July 2012
    • June 2012
    • May 2012
    • April 2012
    • January 2012
    • December 2011
    • September 2011
    • August 2011
    • July 2011
    • May 2011
    • April 2011
    • March 2011
    • February 2011
    • January 2011
    • December 2010
    • August 2010
    • July 2010
    • June 2010
    • March 2010
    • February 2010
    • January 2010
    • December 2009
    • November 2009
    • October 2009
    • September 2009
    • August 2009
    • July 2009

    Categories

    • B2B marketing
    • blog
    • content marketing
    • copywriting
    • eBooks
    • marketing training
    • social media
    • Uncategorized
    • Video
    • Web marketing
    • WTF?

    © 2009-2017. Jonathan Kranz. All Rights Reserved.