Content Marketing is new. It’s brand new. So declared a few pundits a couple of years ago and to an extent they are right. I can testify for this, I was already practicing it (aka inbound marketing as it is known today) 22 years ago. But as Lyman Bryson once said: “The error of youth is to believe that intelligence is a substitute for experience, while the error of age is to believe experience is a substitute for intelligence.” So let’s not fall into that trap and let’s realise that content marketing, like any other discipline, has evolved over time. I was lucky enough to experiment with it at Unisys in the very early days of Internet Banking and Web content. Here is a screenshot of the old Internet-banking.com Website on the right hand side.
From the easy days of content marketing to today’s field of innovation
Of course it looks a bit weird now but at the time its little animated barometer looked pretty cool. We’d had some record sleeve designers design this for us, they were a lot cheaper than anyone else because they weren’t working for any business (apart from the major companies of the Music industry) and they wanted to have a go at the Corporate world. They came all the way from Crystal Palace to my house in Pembroke Mews W8 and we had tea and they showed me that barometer and there it staid for at least 5 or 6 years. I moved on to other ventures and somebody else looked after the Website. But this experiment of ours had proven so successful that I never quite looked for a job anymore, people started calling in. That was great. 4 years ago my personal coach made me update my CV and I realised I hadn’t touched it for so long it nearly made me weep. So I founded my own company in order that I wouldn’t have to update it anymore. And guess what I’m doing? Content marketing of course. And Word of mouth marketing too, goes without saying. Writing content for a living is pretty cool. It’s also what I’ll be teaching at Grenoble EM business school tomorrow onwards.
And so I asked my MSC students what their main questions about content marketing were and I devised this little booklet which I will publish in three instalments. This is no.1 of these 3 instalments on their content marketing questions and how I propose to address them. At the same time it serves my purpose: I lecture on content marketing, hence answering questions on content marketing, therefore producing content for the blog, hence raising more questions. And so on, and so forth. Many of the students’ questions which aren’t addressed in this document are part of the main syllabus for the March 29-31 lecture. As a matter of fact, some of the questions below were asked in earnest by our students. I made a selection of the most intriguing ones and those that I thought deserved answers and weren’t already covered in my course.