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Content Marketing is Not a New Shiny Object Invented via Social Media!

You’ve heard the buzz. Many business and marketing leaders that should know better think they have found a new shiny object in content marketing. They’re all hyped up about it and thinking it’s the next best band-aid for the broken business. Maybe even the thing to help them become the Twitter, Facebook and social media super star they have always dreamed of being.

content marketing strategy shiny object Content Marketing is Not a New Shiny Object Invented via Social Media! In some circles it is spoken as if it is a secret, something only the super duper smart people know. I even read a blog post the other day that referred to content marketing as the next shiny new object.

If you spent a day in a marketing 101 class you should know that successful marketing requires content.

Sorry folks but if you think content marketing is new we need to talk. If you are new to marketing and business then I am not stating you should know better but I do hope this post will help you separate the shiny from the real.

Please note before you read this post that I am NOT stating that content marketing is not the bomb, doesn’t rock or that it can’t provide tremendous value to your business. It absolutely can when created and integrated into a marketing and business strategy focused on providing relevant and compelling content that resonates with your target audiences, clients, partners and stakeholders.

little mighty Content Marketing is Not a New Shiny Object Invented via Social Media! Content in a nut shell

  • Your audience has specific goals and objectives they want to achieve in their life and/or business.
  • There are specific products and services your audience needs and wants to help them accomplish these goals and objectives.
  • Sometimes your audience may not know they “need” a product. However, they know they need educated so they can make an informed decision to purchase the product or service that is going to help them achieve their business goals and objectives.
  • Social media combined with an integrated marketing plan executed efficiently presents tremendous opportunity for you to get the right content in front of the the right audiences and increase your chances of connecting with the right decisions makers and buyers who will become interested in your brand and either become a friend, evangelist or customer.
  • If you can provide good content that will educate and inspire them to further connect and learn about your brand, the chance of them buying a product or service from you increases exponentially. This is obviously assuming that your products and services can help them achieve their goals and objectives.

Example goals for leveraging content: 

Develop the best possible content that will:

  • Help you inspire and connect with the right people to grow and sustain your business.
  • Inspire your audiences to connect with you.
  • Inspire your audiences to do the double click on your website or blog to learn more about you.
  • Inspire your audiences to check out some of your other social platforms such as Facebook, Twitter, LinkedIn, YouTube and Pinterest.
  • Inspire your audiences to engage and connect with you via the content you provide.
  • Inspire your audiences to take action such as joining  one of your social communities. This could include “liking” your Facebook business page, following you on Twitter or Pinterest, subscribing to your videos on YouTube, commenting on your blog and the list goes on and on.
  • Educate your customer to make an informed purchase decision.
  • Maximize business efficiencies including time and money by leveraging content marketing. This can happen via content distribution strategies such as your own integrated online platform that works when you are not working.

Creating good content doesn’t require a crystal ball. 

What is required to create compelling and relevant content that helps your business?  As much as some may want to make you believe that creating good content requires a magic crystal ball that only a small set of gurus have access to, don’t believe it.

Bottom line it comes down to smart business and smart marketing.

Yes, there are many strategies, tips and tactics you can leverage to create, syndicate, measure, monetize and reap return from investing in content. However, I don’t have time in this post to help you with all of them. I would have to know your business goals and objectives, target audience, and many more details.


iStock 000019321422XSmall Content Marketing is Not a New Shiny Object Invented via Social Media! Don’t over complicate it. 

  1. What are your business goals and objectives?
  2. Who is your target market (audience)?  If you are just getting started, select the top 3 audiences and go from there.
  3. What does your audience want and need to meet their goals in life or business?
  4. How can your products and/or services help them meet their business goals and objectives?
  5. What mediums does your audience like to read, review, engage with and share content? Any good agency who understands and has experience with social media should be able to help you identify and understand where your audience is hanging out online. Who are they talking to? What is the tone of the conversation? How can you become part of the conversation?
  6. What is the intended action you want the audience to take?
  7. What content will be required for you to educate and inspire your audience to take action in a way that benefits them and moves them closer to meeting their business goals?
  8. Why should your audiences or anyone for that matter read your content? Why should they trust you? Why should they give a rip about anything you have to say or share? WHY is one of the most important questions you must ask.
  9. Where can you get your content published for maximum visibility and leverage? How will you disseminate your content? Will you syndicate content? Guest blog on top industry niche blogs and platforms?
  10. How will you measure results so that you can continuously optimize?
  11. When hiring an agency or consultant to help you, check what is behind the black curtain. Check their blogs, email marketing programs, and social platforms. Are they creating content that is driving action and business result? Are people engaging, communicating and talking with them or are they hosting a one way talk show on their Facebook page with nobody listening on the other end? If they are not creating and effectively leveraging content in their own business, the chances of them being able to help you do such are slim to none.

Got content? 

What are your thoughts? Are you effectively using content as an integral part of your marketing and business strategy? Do you believe you understand how to effectively create, integrate and disseminate content to the right audiences? What tips can you offer others? What questions do you have that myself and our community can help answer?


Additional resources: 

Worksheet: Download our POST audience analysis worksheet to help you identify and prioritize your top audiences. It is based upon the Forrester POST methodology.

Blog Post: You Can’t Fake Relevance in Social Media, Business & Life

Blog Post:  Is Your Content Worthy of a Like, Share, Pin, Retweet or Google +1? (includes definition of content marketing)

Blog Post: Social Media Buzz, the False Perception of Social Media Success

 Blog Post: Are You Ignoring the Social Inspiration People Metrics?

Blog Post: Inspiration Made Simple: Pick 3 Things

Report/ Blog Post: Content and the new Marketing Equation (Brian Solis)

Website: Content Marketing Institute


Join The Conversation

  • PamMoore's picture
    Jul 27 Posted 4 years ago PamMoore

    Such good words you speak "content has to be interesting but not detract from the objective". This is something so important and I think many bloggers and writers lose site of. They're either too hyped on writing about the latest shiny object or trying to make the content creative when sometimes the readers just wants to learn something, hear a perspective that is different from others but at the same time easy enough to understand. 

    Appreciate you taking time to read and comment! Glad you liked it. Music to my ears! 


    Have a wonderful weekend! 

  • learnit2earnit's picture
    Jun 18 Posted 5 years ago learnit2earnit

    I agree Pam, content wasn't just a new thing or new secret that is the key to business success.  Yet what IS new is the fact that 'finally' the search engines and consumers are no longer accepting hyped up, keyword stuffed and over linked content.  Instead, they are looking for and demanding 'what's in it for them'--- and if they don't see that in a title or your first paragraph... BAM, they are gone.

    I can see how the internet has gone through its revolution since I started back in 1995.  I remember when I was learning from the 'so called guru's' back then ... how to cloak links, stuff keywords into emails, email blasts, harvesting emails and it went on and on.

    I was still in a very good corporate/banking industry career so I only had a part time experience with being online.  Still it was a way for me to learn this online marketing that I knew some day would be a great way to connect my business to my audience.

    You have provided a really good resource here Pam that reflects what any and all marketing efforts should be following.  So it is a great reminder not to be fooled that 'content' is something new --


  • TashWord's picture
    Jun 18 Posted 5 years ago TashWord

    Just your heading was enough to get me agreeing, Pam :)

    Content has been around a loing time, and certainly been part of the Internet pretty much from day one. The bigger difference now is that search engines have become more sophisticated so they can spot real, quality content from the nonsense some people were using as 'SEO tactics'.

    I have always aimed my content at readers, with maybe a few tweaks for SEO, rather than written for search engines. It worked then and now is getting easier in that less junk is reaching the top of rankings. My business has been built on content marketing - if I started that in 2003, maybe that just means I'm waaaaay ahead of the game and atend setter!

  • Jun 17 Posted 5 years ago DuchessPR Naija...





    two words that any marketer or public relations professional should interlink.


    what we want the information we provide to those who use a digital arena to access information is important.


    without inviting complexity

    content has to be interesting but not detract from the objective, it has to give enough insight and inpire enough interest to a prospective client.

    Its not an invention its an innovative method of utilising simple tools and resources to give the new age web visitor an experience and not just the same ole thang.

    My primary rule is to think of how you would feel if you bought a tin of sweets and got home and found they were actually beads, now....thats content marketing in a nutshell. 

    Its no problem if a can of beads is what the seller had to sell, but they would be likely to earn more from simply calling it that and its hardly going to boost sales if all the calls they get are from people who are rather cheesed off because their teeth fell out after chewing on the beads and moreso, once they establish that there is a corporate body or anybody behind such a dodgy thing, they want to sue.


    Thats rather longwinded, but essentially, when i write about anything, i put a bit of thought to it and almost always picture what it is that the article, content is meant to market, and i do my best to keep on removing the focus of the reader from the superficial and to corner them into focussing on the specific marketin objective.

    Done well, it works, for most of us all, its about creativity


    I enjoyed reading this article, and wll return again





  • PamMoore's picture
    Jun 17 Posted 5 years ago PamMoore

    Thanks Loraine. I agree that simplicity is key and that we often over complicate what should be simple. Our audiences simply want to know how we can help them. Knowing what help they need is key. I think in our attempts to over sell them is where we start to muddy the waters and turn them off more than we help them. 

  • PamMoore's picture
    Jun 17 Posted 5 years ago PamMoore

    I agree bloghands. I am shocked also by the number of businesses that are copying and tweaking other businesses content. I see it within my own niche as well as our clients. The funny thing is I have recently had several agencies reach out to be "friends" with me on Facebook. Yet when I go to visit their website they have literally copied and pasted content from our services description pages, blogs etc. Crazy. However, I guess it is always better to be copied than to be the copier. 

    Content is one thing I think is far worth the investment. I have worked in marketing for many years and have always ensured adaquate budget allocated for compelling content integrated with a solid brand and business marketing strategy for every project. I don't think I have even one case study where it didn't have a positive ROI. 

    You have the right attitude so keep up the great work. 

    Appreciate the comment :) 

  • Loraine Antrim's picture
    Jun 16 Posted 5 years ago Loraine Antrim

    Content is about communication. And the basics of all effective communication are: have relevant messages (content); know your audince (target content to their needs); and be as concise as possible (don't overload them). Everything you've said about content is spot on, Pam. I hope that marketers take your post as a Content 101 course! Loraine Antrim, http://twitter.com/#!/loraineantrim

  • bloghands's picture
    Jun 16 Posted 5 years ago bloghands

    Another great post Pam. I think a lot of people know they need content but a lot of them have been doing it wrong and most of these people should of been hit by the Panda update. 

    I work hard to try to provide quality content to my clients that isn't just filler, that isn't just there for SEO... the trick is to create content like you do here. Something rich with information as well as personality and creativity. 

    I think low level content is ignored as much as banner ads in most cases. I think people can quickly tell the difference between really great content and poor content pretty quickly. In some cases you can tell just by looking at the page. If you can tell just by looking at the page and not reading it then there's a good chance search engine algorithms can too. 

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