Is content marketing overhyped?

June 2020

"Content is king in COVID-19 world..." claims a headline on Econsultancy.

But is it?

Well, that depends. It's worth remembering that content marketing is a broad field and it's easy to lose focus. Even using the word 'content' seems to encourage a mindset where creating 'stuff' becomes the goal.

I think James O'Brien at Contently summed it up best:

“The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story. The value returned is often that people associate good things with — and return to engage with — the brand."

Too often we hear people either hyping the value of content marketing or completely dismissing it. In fact, its value can only be realised when you have a content strategy linked to your business objectives:

Content not for the sake of content. Useful not just for the sake of being useful. But content which IS useful AND aligned with your business objectives.

As it happens, we're interested in getting your views on how you perceive and digest all the content available today. Whether it’s researching topics related to your job, participating in educational webinars, or gleefully flicking through idle industry gossip, we’re interested to hear what you think.

Will you give us 2 minutes of your time and answer 6 quick multiple-choice questions? It would be very much appreciated and we’ll share the results with you in the next couple of weeks.

All the best,

Mel Dixon
Editor
Global Marketing Alliance