Weekend Reading: “Content – The Atomic Particle of Marketing” by Rebecca Lieb

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For the 129th episode of The Marketing Book Podcast, I interviewed Rebecca Lieb, author of Content – The Atomic Particle of Marketing: The Definitive Guide to Content Marketing Strategy.
Rebecca Lieb explains that content, in all its forms, is the single most critical element of any marketing campaign. The trick is finding a successful and essential equilibrium between content marketing and content strategy.

The book explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making.

It demonstrates the value content brings not only to “owned” media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels.

The author explains that while it’s great that content marketing is finally front and center, but…

10 years ago, the extra magic ingredient was search. Before that, it was email. For the past five years or so, social media has been the de rigeur term to describe product and service offerings.

Suddenly, all that is changing again. Marketing can’t be cutting edge in the digital sphere unless it’s connected to the word content. This is both good news and bad news for those of us who have been preaching the content gospel for years (even before – and during – the whole search thing). Suddenly (suddenly?), content matters. It has taken center stage. It is noticed, acknowledged – and important.  That’s the good part.

What’s the bad? With attention and a bit of notoriety comes backlash. Backlash is inevitable. It’s human nature. It happens with celebrities, health fads, diets, fashion and whatever is at the vanguard of digital marketing and technology.

A bit more about the book…

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Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.

10 thoughts on “Weekend Reading: “Content – The Atomic Particle of Marketing” by Rebecca Lieb

  1. Nice post, Michael. It’s certainly been my experience that more and more prospects appear out of nowhere, but with a clear understanding of my philosophy and approach. When they do finally make contact, the sales cycle is usually quite short and comes down to whether my price matches the value the prospect perceives. As a reluctant sales person, I love this trend! But it underscores the need for creative, authentic content. You never know what conversations are happening out of earshot. Thanks!

  2. I think ever since content marketing really made it on the marketing scene as a serious player many organizations have been trying to come up with the most creative and appealing type of content. With that said infographics were born. The only question is how much of the data in many infographics is really true

  3. Great advice! Those recent viral videos created to promote the remake of Carrie (If you haven’t seen them – you must have been sleeping under a rock) prove again that the days of data only marketing/advertising messages are pretty much dead and gone.

    The era of storytelling is now upon us.

  4. That is an interesting statistic about emotional marketing over promotional marketing, I plan to cite that often. THanks for the insightful post.

  5. Sometimes it seems that marketing is even more than those 50 % you mentioned in this article:) It seems visual gained huge momentum and we are always trying to keep that on mind when creating any content and games, as we are in gamification for marketing.

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