(WINDSOR, ON) – The way of the world today is not really so different from the way of the world before the internet gave us a supposed new way to communicate with potential customers. This was put into perspective when an email arrived from a content marketing company known as Brafton who, ironically, uses visuals from 1930s motion pictures on its website.
In its email it informed that “over 70 per cent of marketers plan to increase what they spend on content in 2014.”
This only begs the question, “What have they been doing for the past century?”
Content marketing has been used for decades to position a brand, a store or a business-to-business business by providing customers with the knowledge needed to buy products and services. Often It is a key ingredient in building a bond to reinforce customer loyalty.
What often happens when a new technology emerges is that everyone forgets the so-called old ways and pretends that new ways are needed.
Most often these new ways are nothing more than re-invented or repackaged old ways adapted for a new medium. About the only nuance in the advice Brafton provides is that companies should use content marketing to optimize search engine standings. Generally the more a company appears on the web, the higher it places on search engine searches.
Brafton also recommends audience targeting and adding visuals to content. With today’s technology not only can photos be added – including selfies from the boss – but animations, visual representations and highly useful product demonstrations.
The whole corporate fascination with the internet started with company blogs in its early days. Some were quite boring which prompted a new marketing rule, if a company can not do a blog well, it shouldn’t do it. That has recently been extended to if an organization can’t do social media, blogging, facebooking, etc. well, it shouldn’t do it.
Today there are too many corporate Facebook pages with nothing on them. A well-wasted opportunity.
To prove that content marketing is not new, back in the 1930s, the man who arguably invented it, Edward L. Bernays, the father of public relations, often added considerable content to his campaigns. It enhanced any argument he was engaged to support and helped elevate the conversation in a way that reflected positively on his clients.
Over the years marketers have become adept at communicating their points of view and shedding light, even by companies that were once more than satisfied to operate in the background letting their products speak for themselves. Once they discovered that this was not all that effective they started speaking up causing the business of content marketing to explode.
One early example is the General Motors highly innovative, for its time, touring road show known as the “Parade of Progress.” From 1936 to 1939 it showed up at 251 towns and small cities.
As gmheritagecenter.com reports, “The Parade was staged by a group of 57 men, most of them young, single, and recent college graduates. They met the public, lectured at the exhibits, and ran the stage show. They also drove the vehicles, put the Aerodome tent up, tore it down, and did anything necessary to make the big show run smoothly.”
How times have changed. Today, a blog can reach the whole continent, and the world, rather than 251 towns. To say the least, even though today’s content marketing is highly efficient it is not really all that new.and can be used to communicate by companies large and small.
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