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Home » OMN London Blog

Content Marketing Show demonstrates maturing of content marketing discipline.

Submitted by on November 19, 2012 – 2:56 pm One Comment |

On the 20th November, London will be hosting the content marketing show at the Conway Hall in Holborn. This is a significant event for the UK content marketing industry and marks a next step in the maturation of a relatively newly defined marketing discipline.

Is content marketing a fad?

There’s still a misconception issue for marketers around content marketing. I’m constantly surprised when I hear people referring to content marketing as a fad. I just don’t get that at all.

For those looking for fads, then look no further that the term inbound marketing. This was created by one company to differentiate themselves, and there is huge resistance to it from marketers who, quite rightly, don’t want to do another company’s marketing for them for free. For this reason ‘inbound’ is unlikely to gain sufficient momentum to become the defacto descriptive term for this discipline.

I’ve said in a previous post that I wasn’t 100% happy with the term content marketing myself, but that’s because I think it’s pretty general, it has actually been used by contract publishing for years so could cause confusion, and covers a lot of more specific disciplines, which definitely does cause confusion… but this will only be an issue until there’s an acknowledged definition that the industry accepts, and clients understand.

A simple definition, a complex discipline

My own definition of content marketing is:

the achievement of online marketing goals through the strategic blending of search, social, content creation and PR tactics.

It’s not a fad for these reasons:

  • content marketing is suitably descriptive of the discipline – its about marketing content with content
  • it’s generic – i.e. not created by one company
  • and most importantly it’s being used all over the place – just do a Google search on it and you’ll see the breadth and calibre of people using it.

I see it more as putting a wider lens on marketing effectively online than the previously channel specific disciplines of search and social ever used. It looks at results by any means (channel) necessary!

Content marketing is a description of the de-siloed multi-channel methodology that works backwards from desired results to strategy.

It is based on an understanding of how social affects search, how a great creative idea should be promoted in all media, and creating content strategies that build an online brand presence that maps and guides a consumer journey from the beginning to the end of the buying cycle. Simple, eh?

Well no. It’s not simple. Not simple at all… and that is the reason that there are still so many nay-sayers out there. They’re the change resistant old-guard that don’t want to have to shift their paradigms. These guys are being dragged into a new online world that’s so much more complicated than having lots of unique content and poor quality links… they don’t like it and therefore refuse to even accept it exists.

See you at the Content Marketing Show

So a round of applause to Kelvin who’s organised this event for taking things up a level and promoting this new discipline to a wider audience.

I’m very much looking forward to attending and hope to see a lot of the OMN crowd there, picking up tips and tricks to not only create great content, but get it published and promoted online too.

If you’re still unconvinced about content marketing and would like to either learn more or debate furiously because you think I’m completely wrong then please comment below or contact me

One Comment »

  • Sami Kasap says:

    I couldn’t agree with you more Gus. The term ‘content marketing’ straddles many communication channels – some new, some old. The term has been in the industry for a long time but like most disciplines has evolved with the times, so it’s not a fad. This is predominately due to social media and let’s face it, Google’s algorithm changes post Panda (and the later release of penguin to a certain extent) which I think we can safely say has shone a big light on content marketing!

    I would personally like to see more examples of PR, Search, Social and other departments/agencies working seamlessly together to generate better results. Great article by the way.

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