The phrase “content marketing” is being bandied about a lot these days by marketers. It has almost been overused to the point of becoming inconsequential. Content marketing means different things to different people and unfortunately some of those definitions are pretty awful.
In an effort to sort through the mess, we asked Salesforce Senior Director, Content and Engagement, David B. Thomas, for his take on the current landscape. “Good content marketing is nothing new; it’s just good marketing. It’s content that is relevant to your audience, that engages and interests them and ideally helps them solve their business problems or otherwise makes their lives easier,” says Thomas.
He adds: “At its worst, people use content marketing to describe reconstituted press releases. Others think of content marketing as any dreck that draws a click. When it comes right down to it, a lot of marketers – I would go so far as to say the majority – are publishing content they wouldn’t even want to read themselves.”
So how can you avoid the trap of poor content? As a part of our ongoing “12 Business Days of Salesforce” series, here are Thomas’ five golden rules to follow, in his own words: