How Effective Is Content Marketing? by Dan Matthews - LeadCloud News
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28 September 2014

How Effective Is Content Marketing? by Dan Matthews

It seems only yesterday the world was discussing how brands could shape public opinion through social media. Now they are having the same discussions – with a similar mixture of rightfulness and wrongfulness – about content marketing.

The theory behind content marketing is quite straightforward: people like good content, so why not use it as an advertising vehicle? Why not feed them all that good stuff to read and watch but lace it with a subtle plug? It’s not a new trick but the fragmentation of media and lowering of barriers to entry means a lot more people are doing it than before.

As with social media it’s not the theory that’s controversial, it’s the execution. Smaller brands that might be much better off taking out a full-page ad and shouting BUY OUR STUFF have diverted money into what they think is a subtler, cleverer, more subliminal and more lasting medium to deliver The Message.

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