Content Marketing Master Class Lesson 1: Content Should Build Value
Robert Rose, chief strategist for the Content Marketing Institute, astutely summed up why so many marketing professionals had gathered at the Content Marketing Master Class in New York City in November. As Rose put it, the fundamental patterns of marketing are changing but marketers are not keeping up. Those pattern changes have been spurred by the dramatic rise of content marketing as a powerful tool for reaching and compelling customers to act.
Content marketing has proven difficult, if not confounding, for many brands as it requires a new set of skills (such as storytelling and audience building), and is a business function that must fit into the overall organizational structure in ways that challenge traditional marketing functions. At the Content Marketing Master Class, a one-day workshop that is currently touring six cities nationwide, Rose, CMI founder Joe Pulizzi, and a host of other speakers offered the know-how brands need to create exceptional content that will engage audience and grow business.
Over the next few weeks, we're going to bring you four main lessons from the Content Marketing Master Class. Here's the first:
Lesson 1: Content Marketing Should Build Value
Robert Rose started the day’s conversation by stepping back and looking at what marketing is supposed to do. Rose referenced Arch Shaw — one of the first practitioners of the modern marketing profession, as well as an entrepreneur, Harvard professor, and founder of what would become Business Week.
Shaw identified “marketing utilities,” or ways marketing can add value to a business instead of just act as a middleman (or problem) that stands between the product and the consumer. Some examples of utility are “possession utility” (transactions enabling customers to use products for both stated and desired purposes) or “insight utility” (research from marketplace to help decide attributes for the goods and services.