Marketing Profs

B2B Versus B2C Content Marketing [Research]

Posted by Heidi Cohen on December 4, 2012 in Content Marketing | 1 Comment

Fueling social media growth and search optimization, content marketing is on a growth trajectory. Many marketers think content marketing is either B2B or B2C but as Heather Meza of Cisco pointed out, “Content marketing isn’t B2C or B2B, it’s P2P.”Take a look at five of the significant elements of content marketing strategy as used by B2B and B2C marketers, you’ll find their approaches are strikingly similar. That’s why it makes sense to think of content marketing as people-to-people. Source: Heidi Cohen’s Actionable Marketing Blog

Tags: B2B, B2C, Content Marketing Institute, Heather Meza, Marketing Profs, Research

21 Content Marketing Definitions

Posted by Heidi Cohen on September 26, 2011 in Content Marketing, Social Media | 8 Comments

Content marketing is grounded in the Mad Men’s principles. Content marketing takes it’s cue from David Ogilvy in that it looks like editorial. Following the teachings of Leo Burnett, content marketing integrates important brand attributes. Content marketing provides prospects, customers and the public with useful information, while shopping or after purchase, without shouting its promotional messages. As a result, content marketing breaks through the advertising clutter that consumers no longer trust. Here’s how twenty-one marketers define content marketing.