Whether you’re creating unique content or curating existing content into forms that your viewers/users/readers will find relevant, having some notion of a content development strategy is essential to doing successful business on the web going forward.

The PR World’s Play For Content Marketing Clout – Holmes Report: “I just cannot envision how any organisation cannot have a content-first approach to their communications, whether’s it’s for reputation management or marketing purposes,” states Perry. “Clients are attracted to some of the shiny object stuff – what’s far less sexy but more important is making sure your organization is oriented to a new way of doing business.”

Folks like Scott Jangro talk a great deal about content marketing (and curation) as a rapidly growing channel for marketers, advertisers and publishers to find solid footing in what can often feel like a topsy-turvy media landscape.

The real trick to understanding content marketing is that there is no one template for doing it right. Content marketing is a very subjective exercise and should be carefully planned (even if you’re doing spontaneous events or collecting and curating web media for your audience in a “real-time” manner).

As the interesting article above points out, content marketing is becoming essential across various channels of advertising from PR to branding and leaving this variable out of the equation will cost you in the long-term. It’s a major part of what we mean when we talk about discovery marketing.

Original link via Steve Rubel on Twitter

About the Author Sam Harrelson

Digital Marketing and Technology Consultant and Podcaster at Thinking.FM

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