“Social Media” is so 91 days and 42 seconds ago…

Content Strategy and Content Marketing may be the marketing buzz words of 2012 but their meaning is still debated by the best consultants in the field, in the halls (or conference calls) of large organizations and on the trade show floors of today’s hottest marketing conferences.

To me, content strategy is all about focusing on the needs of our audience. By focusing on their content needs, we are able to attract them, gain their affinity and ultimately their business. And if we’re doing a fair job, they “self-select” into a conversation, a dialogue and hopefully a relationship with us that enables them to get to know, like and trust you.

It’s simply a more effective way of marketing than trying to interrupt, promote, cajole and convince . . .

But first, we need to speak with a common understanding with our business colleagues.

So I endeavored to define what I think are the top 13 terms used today surrounding the topic of content marketing. But I am certainly not the expert. So please weigh in: did I get these right? What key terms are missing?

  • Content Marketing: The process of publishing the content your audience seeks, in all the places they search, for each stage in the buyer journey
  • Content Strategy: The framework including people, process and tools to deliver the content your audience seeks, in all the places they search, for each stage in the buyer journey
  • Content Curation: The process of identifying relevant content for your audience from multiple sources, modifying or editing that content to reflect the needs of your audience and delivering the content to the appropriate channels of distribution
  • Editor: Someone who has authority to publish within a channel without needing further approvals, generally following documented and approved editorial guidelines
  • Curator: Someone who searches, finds and filters the best content on a topic or topics from multiple sources providing a service to your audience
  • Nurture: the process of offering or suggesting the information a buyer seeks in the next phase of the buyer journey
  • Persona: a group of people with common content / solution needs
  • Buyer Journey: Keywords, information Needs, content and channels used by various personas across the main stages of the journey from business challenge to solution
  • Content Map: inventory of the content in our BOM / content repository matched against the buyer journey content needs
  • Editorial Calendar: content to be published by topic by channel by persona across time
  • Editorial Guidelines: identification of the types, tone, topics of content to be selected for a given publishing channels
  • Channel Manager: someone who promotes content for a specific type of channel (ie – social media, or ie Facebook as a more specific example) or across multiple channels
  • Response Manager: someone who is performing social listening and capable of rand authorized to respond to digital interactions such blog comments, tweet requests, linkedin comments, etc.

Tell me what you think in the comments below…

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About Michael Brenner

Michael Brenner is the Head of Strategy for the leading content marketing platform, NewsCred. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

17 Comments

  1. Harrison Painter said…

    I just wanted to add that content marketing has a lot to do with getting indexed in the search engines too. This is a great list of words Michael, and it shows that internet marketers and social media strategists are trying to mature and provide more value for the industry. It is not enough to tell a company they need to get in the conversation anymore, they want a plan with measurable results, and content marketing strategies offer more metrics than ever before. LOVE IT!

    • Michael Brenner said…

      Thanks Harrison, I promise I was not trying to rank for the term “Content Marketing” either. Really, I swear!!! Thanks for the support ;-)

  2. Jessie Zubatkin said…

    Great blog post! We always find that we are constantly sharing and defining common content marketing terms for our prospects and customers. We also have a great glossary for your readers of some additional terms: http://www.getcurata.com/glossary/

    Thanks!

  3. Excellent addition to anyone’s content marketing handbook!

  4. Alexandre said…

    Thanks, Michael, great post! Even we’re talking about content marketing many years we still miss some good glossary. For me the term ‘curation’ is quite new and actually I investigate this topis now.

  5. Great list, Michael. I think your curation definitions (my particular interest) are spot on. Thanks for this contribution to the conversation :)

  6. Hoyt Prisock said…

    Thanks, Michael!
    I didn’t realize until you posted this how much we needed simple, straightforward term definitions in this space. Fantastically succinct and to the point. Who knew it only took 9 words to define marketing personas!
    This would make a great chart, with elements visually segmented by concepts, roles, methodologies, etc. (are you listening Eloqua & Jess3?) Could go a long way toward helping C-level execs better understand the nature and importance of content marketing.

  7. Bhaskar Sarma said…

    I like this list.

    Michael, would the marketing funnel be the same as buyer’s journey? Or are their minute differences between the two?

    • Michael Brenner said…

      Hi Bhaskar, I think they have similarities but come from a different point of view. The buyer journey also looks at the different personas throughout the buyer journey whereas I think the funnel looks at the market more holistically or generically.

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