Yes, Virginia, Content Marketing Does Exist.
First, let’s just agree that the business practice of creating and deploying useful, relevant, owned media content for the purpose of building an audience isn't a figment of our collective imagination — it does actually exist.
Want proof? L’Oreal just launched Fab Beauty, a completely unbranded site focused on helping salon owners optimize their business practices. Or, how about Marriott? They are a self-proclaimed “media company” now, launching a content studio that will produce both long-form and short-form content. Or, consider Pepsi – and their declaration that they will not only launch a content studio to create long form content for their brand, but will also (for a price) create content for other brands. And think about this: If you were to ask what media company has the best coverage of soldering materials, I’d tell you it’s not a media company at all. It’s Indium, which publishes 17 different blogs on the subject in six different languages. Or, consider a recent report authored by Rebecca Lieb, in which she details how General Electric CMO Linda Boff has "pulled back from television advertising, excepting live events, due to fragmented consumer attention and a lack of engagement. Meanwhile, the company has doubled down on content marketing initiatives.”
What these businesses seem to recognize
Content Marketing does exist. There is L'Oreal's Fab Beauty site. There is Marriott's announcement, and even Pepsi has announced a new content studio.
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