It is a pretty stupid question, but one that raises some interesting questions of the much used and abused 'content marketing' label.
The Drum magazine in a new column called The Promotion Fix takes content marketing to task.
It asks when did anyone ever read a book or walk out of a movie saying 'what great content'. Hemingway, the author concludes, was never called a content creator.
Content marketing is just another name for what marketers have been doing for ever.
All successful marketing activity - whether advertising, public relations, direct mail, events - relies on good and engaging content. Tell a story and capture the imagination.
Professional services firms, I would argue, have lead the way in successful content-led marketing for decades. My very first job at the long-forgotten Wilde Sapte included managing of a vast library of market and legal insights that where shared with clients. We didn't call it content marketing or direct mail - we called it marketing.
Unlike the author of this new column, I don't really care what we call it - content marketing is fine with me. Whatever you call it, just make sure it is engaging, insightful and tells a good story.
If you say that you are writing an opinion column for The Drum, I know what you mean. If you say that you are sending an email newsletter as part of a direct-response campaign, I know what you mean. If you say that you are doing a study as part of a publicity campaign, I know what you mean. If you say that you are creating a commercial for a brand advertising TV spot, I know what you mean. If you say that you are creating informational material as part of an SEO campaign to rank highly in Google search results, I know what you mean. If you say that you are going to produce a piece of “content,” I have no idea what you mean.