Content marketing is no easy task.
Over the years, I have seen many agencies and firms title themselves. Titles such as:
- Digital Marketing
- Social Markerters
- Brand Agency
- Shopper Marketing
- Creative Agency
The titles have never really been the issue, its the experience behind their label that is the issue. In such a competitive marketing agency landscape, these distinctions could be absorbed without much consequence, as many professionals knew just enough to get away with average results.
I’m concerned, however, about agencies that describe themselves as content marketers. Why is this different? Here are a few reasons:
- Content marketing requires extensive experience in three very complicated areas: marketing, advertising and publishing. Unless a firm has such deep understanding, they are faking content marketing.
- Content marketing requires a wide range of knowledge in many different platforms or channels. Being a web design company one week, then a content marketing company the next week simply won’t fly.
- Content marketing requires content production. Without extensive experience in professional writing skills, valuable content cannot be produced. It’s so simple, but so often overlooked. Hiring a journalist is not going to cut it. Content writing requires someone that gets the first point above: marketing, advertising and publishing. Not an easy person to find.
The concern is that brands/companies do not recognize the complexity of content marketing. Disguised in pretty graphics or digital marketing experience, many clients and campaigns are doomed to suffer through agencies that simply add titles. The consequences are simply too serious to miss the mark when it comes to content marketing.