Content *is* the marketing

The modern marketing function puts content at the core of everything it does. Do you?

Author

Joe Michalowski
September 13, 2023

My personal experience in marketing has always revolved specifically around content — first blog content and SEO and then extending into podcasting, webinars, and the reporting that comes with it all.

So, when I was chatting earlier this week with Marketers in Demand’s own Justin Brown about what modern marketing looks like, all of my ideas were content related.

And I ended my thoughts with my usual disclaimer. “But my work is all about content, I’m not sure if that all makes sense for other pieces of marketing.”

Justin stopped me pretty quickly and said, “Joe, content is the most important piece of modern marketing.”

He’s totally right.

Content is the core that separates your company from any others. Your strategies for paid media, ABM, SEO, organic social, product marketing, lifecycle marketing, influencer marketing, and everything in between matter — but they’ll only take you as far as your content allows.

For me, that means not thinking about “content marketing” as the bubble I live in. Because I don’t think “content marketing” really exists anymore.

Now, content is the marketing. That final piece clicked when I saw Dave Gerhardt mention it.

If you’ve never considered yourself a “content marketer” this might feel like semantics. But in reality, I think it just means that all of marketing has to embrace a few things that are at the center of content marketing:

  • Putting customer value, not selling the product, at the center of everything you do

  • Meeting customers where they are and tailoring content for those places (hello, zero-click content)

  • Accepting that some things aren’t easily measured (and doing them anyway)

  • Caring more about resonating with prospects, not just reaching as many as possible

If your expertise has always been something other than content, I’d love to know what you think of this.

How have your roles changed as content has evolved from just a channel to everything?

— Joe Michalowski

Featured content

It’s easy for marketers to get stuck in the “marketers talking to other marketers” echo chamber. That’s why it’s so great to listen to Christina Brady talk to someone like Alex Dillon, who shifted a career in sales to one focused on training and coaching. One thing I think we can all take away from their chat? The concept of taming your “advice monster.”

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You really should seek out those that are subject matter experts in whatever it is you’re trying to teach and leverage them to help you build the best possible experience for your learners.

Historically, the vast majority of B2B content has been written by marketers feigning expertise to satisfy SEO requirements. Maybe that’s still the case, but at least there’s evidence that the tides are changing. Whether you’re building out a learning program like Brenna or working on any other marketing project — put true subject matter expertise at the center.

Recent releases from Marketers in Demand

Sofia, a B2B marketer at Reachdesk, shares her insights on bridging the gap between marketing and sales teams, emphasizing the importance of targeting the same accounts and working towards shared goals.

Joe gets into the ever-evolving debate of quality versus quantity in content marketing. While many marketers grapple with the balance, Joe questions the very essence of what “quality content” truly means.

Alex, a seasoned expert from Intuit, delves into her transition from a sales role to a more focused path in training and coaching. Alex touches upon the undeniable power of connection and how this helps during career transitions.

Liat Kozuch, Field Marketing Manager and Video Podcast Creator at Hyro, talks about the role of AI and the challenges of creating a podcast in the healthcare space.

Stephen Pope, Founder and CEO at SGP Labs, uncovers his process of building content systems in Airtable, a tool that streamlines the entire content process, from photos and videos to text and social media posting.

One last thing…

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Thanks for reading. See you for the next one.

— Joe Michalowski

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