In B2B Marketing: Content is Media

For some reason there is a lot of confusion about the word Content lately. Back in the late 90s when the internet was just heating up we all heard alot about how “Content is King”. But these days for B2B Marketers I think we need to take it a step further and say that “Content is Media”.

If you have been following my thoughts on the 4 C’s of Marketing – it all starts with content. Building a solid content creation engine is critical to B2B marketers today. Why?

Its the content that gives you the opportunity to have a discussion with the Media, its the content that gives you the opportunity to create conversations socially, its the content that gives you the opportunity to re-engage with leads in your system that you may be nurturing on that sames topic, and its the content that allows your sales team to start a conversation with their accounts about that topic.

If you follow Seth Godin at all you will know that Mass Media in forms that we are used to like Advertising isn’t working for or B2C breatherin. Sure anyone  can take out an ad in a major publication but his point is more about the sustained effort over time to create a brand using advertising hasn’t worked for years and is just too expensive and too inefficient to build a brand.

I think B2B marketers really need to think and act more like a media house themselves. What is your publishing calendar? Can you stick to it? Does it relate to the major growth initiatives of your company? Your Content engine should be able to answer all these questions – and when you do then you will be able to use your Content as Media!

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