See, in most cases where we are seeing success, it is due to the company's view of content as a strategic business activity that just happens to be performed by marketers, rather than as a marketing and advertising tactic that gets applied for the expressed purpose of amplifying upper-funnel marketing results. So, it isn't that marketing should alter the purpose of content; it's that content contributes a new form and functionality to the practice of marketing.
As content marketers have been saying for years, our practice isn't something new — for example, Eugene Schueller, the founder of L’Oreal, started out as an editor who, in the 1920’s, founded Votre Beauté, one of the first women’s beauty magazines. It's the operational aspects involved in managing content that most modern marketing departments and agencies are finding to be a challenge. Like nearly every other aspect of marketing, content marketing is more complex and more dynamic than ever before — in fact, changes are likely happening right underneath our feet, as we speak.
What counts most is that we look at the approach as a means of providing specific and multiple lines of business value. It’s not solely a replacement for top-of-the-funnel activities.
Though, when it's done well it actually can
For more on our thinking of the new Content Marketing Framework and our Return On Audience concept, please review the resources section of www.contentadvisory.net
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