Content is King

Barry Ian Thomson
Barry Ian Thomson

As mentioned in my last blog I have been listening to a number of excellent (digital) marketing podcasts, primarily to familiarise myself with the key trends and issues affecting marketing and marketers today.

One subject that seems to be a marketing hot topic is that of ‘content marketing.’ There is a huge amount of discussion on what it is, the benefits of implementing it and what can be achieved; however the most useful article I have read/ listened to is by Chris Marr, owner of and host of The Marketing Academy Podcast. His podcast interview with Pete Matthew revealed the 3 C’s of Content Marketing, but in his blog article Marr goes one step further to add a fourth C.

Basically the 4 C’s are a road map for anyone looking to start out in content marketing. I’ll briefly summarise here but urge you to read the full blog article and listen to Marr’s podcast interview with Pete Matthew.

1. Consume – consume the content of blogs, podcasts, social media sites, websites etc relevant to the subject you want to talk about. What are people talking about and where are they saying it? Which channels are being used successfully and do you spot any gaps? If so, this may be a niche you could fill.

2. Curate – start by curating the work of others by bringing them together for you audience. In this stage you are acting like a newspaper editor, deciding which topics to bring to your audience and which articles to ignore as irrelevant. Learn from this stage as to what your audience enjoys reading about and what they respond to.

3 Create – having learnt from stages 1 and 2, the next step is to create content of your own, using the insight you have already garnered about your audience. Before creating you should think about which channels work with your audience (e.g. is a blog or a podcast best??) and which topics will resonate with them.

4 Consistency – added by Chris Marr, this fourth C highlights the importance of keeping content creation consistent. Content marketing is a long term approach not a quick tactical tool, so it is important to plan out your content and publish it on a regular basis whether that is daily, weekly or monthly. It is also a good reminder that one of the founding principles of branding is consistency, so if you are aiming to create a strong brand it is important to keep things regular and familiar for your audience.

I think this simple framework is an invaluable help to those new to content marketing but also a welcome reminder to those already practising content marketing.

The Wonderful World of Podcasts

Barry Ian Thomson
Barry Ian Thomson

Chatting with friends recently I was made aware that it was now more than a decade since I had attained my business degree majoring in marketing. It was this conversation that proved the catalyst for me to assess my knowledge of current marketing issues and techniques. My assessment has led to me signing up to a Digital Marketing Diploma course (an area of marketing that has been transformed since I graduated!) and has seen me take a great interest in marketing blogs and podcasts.

I’ve long been a fan of podcasts, particularly those about cinema, photography and football – ones I can enjoy on the daily commute. Something I hadn’t really given a chance were business-related podcasts. But, with my diploma in mind, I am now eager to seek out good quality information that will keep my up-to-date with all the key trends and issues affecting digital marketing in all its forms.

A quick search in iTunes and I found a number of podcasts that immediately piqued my interest. While I really do enjoy reading books and having that physical connection, there are undoubtedly some huge advantages of podcasts over books if you want to learn about a subject. Firstly, and importantly for me, you can’t read a book while driving to work! Secondly you can listen to podcasts for free, if you don’t like it then all you have lost is your time. Whereas books cost money whether they are good or bad! Thirdly, podcasts are an instant medium unlike books which take months to be written and published. This means that a 6-month-old podcast could be more relevant than a book published today. Finally, as a slow reader I find I can consume a lot more information quickly by listening rather than reading.

So, while I definitely won’t be putting the books down for good, I am definitely a new convert to wonderful world of podcasts.

In future posts, I’ll be sharing some tips on the podcasts I have been listening to and the lessons I have learned.