The definition of content marketing

There are many definitions regarding content marketing. However, these definitions and the term content marketing as such have become meaningless, even if we will hear it for many years to come, until it has reached the ‘plateau of productivity’ and the term might eventually disappear as content marketing becomes mainstream.

The practices and principles of ‘good’ content marketing are here to stay, regardless of the definitions and even as content marketing – rightfully and obviously – continues to already be part of good, integrated and customer-centric marketing. In the interview on the right at our Content Marketing Conference 2014 Doug Kessler elaborates on what content marketing is and how to be successfull at it.

Instead of “selling” the concept of content marketing and debating about what it exactly means and includes, it’s best to have a no-nonsense approach, looking at the broader context of the use of valuable content in a systematic, relevant, engaging and continuous way. Content marketing in business and customer context, focused on offering value through great customer experiences, brand experiences, etc. Content that actually helps, makes a brand statement and leads to tangible results across the customer life cycle.
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