Last week I outlined how social media is useless without a thoughtful content marketing strategy. My man Mark Schaefer carried this one step further by brilliantly describing Content Marketing as a “do-over” for social media.
Something is still missing though.
I couldn’t put my finger on it until I began dissecting the term “content marketing.” It occurred to me that many acts as if “content” has already been defined. Say the word content and people automatically substitute the word with “savvy, smart,interesting or systematic.” The assumption follows that you can’t go wrong if you stick with content.
When pushed to define content – I often get a “procedural” answer.
Great content should be published regularly. Content needs to be relevant. Content must be interesting. Close but not quite.