Q&A: Twitter, Facebook Rewrite Content Marketing Rules
by Sarah Mahoney
With marketers spending something like $40.2 billion last year on the custom content stampede, it’s no surprise they are also struggling for ways to differentiate themselves. Doing so is increasingly tough. For one thing, consumers are developing higher standards for brand-related content online. And for another, they are far less inclined to trust any brand messages. Matt Kumin, founder and CEO of PublishThis, a cloud-based content marketing platform, fills Marketing Daily in on what he sees as the big changes ahead, as brands try to find new ways to connect with content.
Q: In a way, every marketer these days is a digital publisher, even if they don’t see themselves that way. What are they doing well? Where are they weak?
A: Content marketing is just a way for brand to engage consumers, by offering them something that’s interesting and valuable. What’s changing is that it’s not about just hiring a bunch of writers to do stories that mention your brand anymore. The definition of content has expanded. It might be an article, a video, aggregating blogs or tweets. And increasingly, it’s the curation of all these things that interests people.
It involves speaking to them in a conversational way, that’s trying to give, not just take.
Q: How are companies trying to do that?
A: Some are hiring companies like us. We work
with MTV and Ziff Davis, as well as agencies and brands, and do speed aggregation. What would take a blogger hours to pull together, we do with a few native-language searches. But you’re seeing it in other ways, too, including the emerging role of the content marketing manager, someone watching the quality of content across multiple brands.
Q: So where do brands stumble? I feel like I constantly come across brand sites that look …dead.
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