Lots of talk about Content Marketing as we kick off 2012. I have been spending lots of time thinking through how brands can leverage content to tie together their paid, earned and owned media strategies & it starts with a definition. Mikal Belicove takes a swing here which feels more centered around B to B marketing.
It's the creation and publication of original content -- including blog posts, case studies, white papers, videos and photos -- for the purpose of generating leads, enhancing a brand's visibility, and putting the company's subject matter expertise on display
I think there should be a broader definition that encompasses the needs of a consumer markete
Here is my take:
Creation and publication of original, curated or modified content - including articles, blog posts, case studies, white papers, videos and photos – for the purpose of creating brand visibility, connecting with consumers around their passions, aligning a brand with a topic, generating leads or establishing the company’s credibility.
Is there a better definition somewhere??