As buzzwords go, content marketing has been reigning over the marketing world for a while now.
My bet is that is because any new ideas can be rolled into the huge, undifferentiated mass that is content marketing. Sure, ebooks and blog posts are obvious, but email nurture? Yep, that’s creating content to be sent via email. Social? Absolutely- just little bits of content sent hourly. You think we can’t claim events? Try creating a successful booth without designers and writers. Content marketing can grow to encompass anything, because all of marketing needs words or pictures (or both). All roads lead to Oz.
That breadth is also what makes content marketing tough to nail down. When content means everything, then it functionally means nothing.
Let’s strip it back down.