Is content marketing the new black?

Onboard Informatics
Published: 10/22/2012
Posted by: RET Staff

Jessica Swesey of 1000watt puts some shine on the newest industry buzzword: content marketing. In other words, taking your brand's story and turning it into action with your audience in a way that mobilizes your brand.

This will be no doubt the last time you will hear this phrase. The good news is if your brand carries uniqueness and authenticity with it, the ride won't be entirely uphill.

Jessica says that content marketing is the new black – but a daunting new black.

"But something about the term content can be intimidating. It should be. Creating things your audience looks forward to, enjoys and shares with others is tough, sweat-inducing work."

It is said that when Gloria Vanderbilt visited India in the 1960s, she was impressed by the vibrant shade of pink and declared it a departure from the bold 'black' of New York (some fashion historians would credit Vogue editor Diana Vreeland – but with my straight-to-work-from airport fashions today, I totally digress).

Fifty years later, I maintain that content marketing could be the new black. We just need to make sure it's as classically simple and bold as black.