OMG. Preparing for a workshop today I realized that content marketing is a total hype! It just doesn’t exist.
I was preparing for an upcoming workshop session about many things, one of them being “the most important thing companies should do in their marketing” – content marketing.
For my backgrounder part I wanted to get a non-hyped version of the definition of content marketing. Preferably an academic one. Those are often more digestable for people who need to learn and understand.
On with the Google, worlds fastest reference book. Content marketing, Only marketing pages. “Content marketing”. The same thing. “content marketing” definition. No. “content marketing” academic definition. Lists of marketers quoting other marketers selling their thing.
I couldn’t find a single academic source with the definition of content marketing!
So, I’m drawing conclusions: Content marketing must be a hype created by marketers who needed to differentiate themselves and came up with a new, fuzzy category (see brand strategies) that people could relate to. And the rest of the world followed.
Other alternative is that the whole thing appeared so fast that no academic had time to research or analyze the phenomenon. Which I doubt, since people like David Ogilvy was quoted in some of the posts.
Now. Please, please tell me I’m wrong. I would like nothing more than to get a proof that I’m totally wrong.
I just want the academic definition for content marketing.