Marketers are really jumping on the content bandwagon while the definition of what “content marketing” really means varies greatly between the SEO, PR, advertising and custom publishing industries.
For example, I recently read very clever post about content marketing on a SEO website providing an impressive array of content types, tactics, tips and shortcuts for content to be created and used as a marketing asset. Not once was “customer journey”, “buying cycle”, “customer insight” or related concepts mentioned.
The focus on tactical execution without insight into a targeted audience that the content is intended to reach, engage and inspire – seems pointless. At best, it’s a speculative exercise in “seeing what sticks”. The same thing often happens with social media marketers curating content from influential publishers in the hopes of sticky engagement.