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…