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My friend Geoff Livingston wrote a piece recently about the term 'Content Marketing,' a term that makes me bristle, the moment I hear it.
...To me there is a very contrary definition to Content Marketing. To me it is the concept that traditional marketers can take traditional and contrived messages and cram them into new communications channels such as Facebook. Content Marketing is about message mongering and not about conversations. Listening is not involved unless you consider count “like” clicks as a form of engagement.
It isn’t that I think Content Marketing is evil, as a purist might call it.
Instead, I think it is lame and ineffective as a strategy. In social media, your audiences an make you smarter. It can help you bring better products to market faster. It can improve your service response time. It can reduce your time to market and your costs of traditional marketing expenses....
[Nice counterpoint to the content-is-king argument ~ Jeff]
Key take-away: old media is about broadcasting; new media is about conversation.