Have you noticed? The terms “content management” and “content marketing” are all the rage this year.
The Content Management Institute shoots me an email everyday with different posts on the topic, some of which I find quite interesting, and it also offers free seminars on the topic.
What’s the Big Deal?
Copyblogger, considered one of the pre-eminent social media sites on the planet, sells Scribe, a content marketing software program that enables “smarter content creation.”
It describes content marketing as “creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.”
Social Media Examiner held a session entitled “10 Content Marketing Secrets That Will Propel You Beyond the Competition” at its Social Media Marketing World summit last month. I confess that a guest blogger wrote a post on this site a few weeks ago about content marketing and I wrote one, too..
Does it Matter?
Content management seems to matter to a lot of people who are marketing – content management! The term is already becoming a new form of jargon in the social media space (jargon).
Here’s the thing. Content marketing doesn’t seem to be on the radar screen (cliché) of other mere mortals. For the heck of it, I searched the term using the Google AdWords Keyword Tool and found an underwhelming 27,167 searches (in the U.S.) for content marketing and 167,000 for content management. That’s decent but not sterling for one of the hottest topics in social media this year.
Now let’s look at a topic close to my heart: blogging. “What is a blog” and variations on that phrase get 20.4 million searches a month. A blog, as you know, is all about “creating and sharing valuable free content,” to use a phrase from Copyblogger.
Avoid Using Jargon
There is a lot more interest in creating content with a blog, which is a mature content creation tool. Those of us who work in social media are using jargon that doesn’t resonate with the very prospects we’re trying to reach. Mea culpa. If you re-read the definition of content marketing, all it’s about is good writing that attracts the attention of prospective customers. It could be a blog or content shared on a social media network.
Wow, that’s revolutionary. To be serious, we all need a common vocabulary in business to communicate with mutual understanding. It may be OK to use the terms content management and content marketing if you’re talking to someone else who toils in social media.
Ask the average CEO (actually I have asked a few) and he will tell you he isn’t searching for the term content marketing and doesn’t know what a Twitter “handle” is. For all we know, those 27,000 searches were by people like me in social media.
Content management and content marketing are just more jargon. Do you agree?