If you are a content marketer you must be familiar with the following statement:
“Content Marketing is a long-time commitment, not a campaign”
The quote comes from Joe Pulizzi and is one of my favourite content marketing quotes, together with “Content doesn’t promote itself”, “Not more content, but more relevant content” (both from Jason Miller, LinkedIn). All easy to remember. Useful, when I need to express a concept in a few words, during my public speeches or in conversations with my peers in Schneider Electric.
Back to the opening quote, here is what Joe says: Content marketing is all about sharing information that is considered useful to customers and prospective customers via articles, blogs, videos, and other media. It’s not a focus on creating salesy or “buy now” messages. Content Marketing is an approach, a methodology, a discipline, rather than a Campaign. It’s a long-term play when building a brand relationship with customers and prospects. Becoming an expert and building an audience doesn’t happen overnight. My experience of the last years reflects the long-term commitment to build a working revenue stream with the content marketing approach.
And its not just a philosophical difference.