There’s something terrifying about Content Marketing being anything less than a standard approach.
Mostly because I can’t imagine a form of promotion that doesn’t involve creating some kind of content - which means the difference is, when you call it content marketing, it means you actually treat your promotional materials, advertisements, etc, as content.
Which, in turn, means that treating these things as content is rare.
I don’t understand the logic of putting together anything that represents your brand that doesn’t further the narrative, expand on the content, and stand on it’s own as an experience.
If every piece of content you create is judged as a creative product, and as a promotional one, people will probably care more. At the very least, you won’t run the real risk of a promotional extension of your brand devaluing it.
To use one of my standby examples, no one has ever read Acne Paper, and felt that they had been sold something that only has value based on its relation to a clothing label. I’m sure someone has read it and thought ‘what does this have to do with jeans?’ but that’s the point. It expands and enriches the meaning of the brand.
Don’t talk to me about viral, or remixable, if you aren’t willing to have a long conversation about the creative and artistic value of the promotional content you create.
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joncrowley reblogged this from attentionindustry and added:
weakness for using
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