Today, my colleague Rebecca Lieb published her first Altimeter report focusing on content marketing. What’s the take for mobile strategists? If content marketing is not localized to mobile devices and user location, you’re behind the curve. So, what is content marketing and why does it matter? Altimeter defines content marketing as follows:
“Content marketing is a term that refers to the creation and sharing of content for marketing purposes. In digital channels, it refers to content that resides on properties the brand or marketer owns (e.g. a website) or largely controls from a content perspective (social media channels, syndication). Content marketing differs from advertising in that, unlike advertising, a media buy is never part of the equation.”
As a tool and an activity for marketers, content marketing has always existed but as users increasingly fine tune their content consumption, they’re tuning out traditional marketing. As a result, advertisers are raising the bar and creating long-term, non-episodic campaigns of information, not just ad impressions to reach these users. Marketers hoping to capitalize on this trend must rebalance, creating rich storytelling dialog that is sought out. Making the information desired stems from the creation of relevance, and this is where mobile comes in.
