IDC's CMO Advisory Service, has seen this issue first hand and to help remedy the situation the group has published a document, What Is Content Marketing? IDC Defines One of Marketing's Most Critical New Competencies. Included within is a formal definition for Content Marketing.
IDC's Definition of Content Marketing
Content marketing is any marketing technique whereby media and published information (content) are used to influence buyer behavior and stimulate action leading to commercial relationships. Optimally executed content marketing delivers useful, relevant information assets that buyers consider a beneficial service rather than an interruption or a "pitch."
What is Included Within Content Marketing?
A definition is a great start, but the question that follows is, "What is, and is not Content Marketing?" To help marketers become more grounded in this definition of content marketing the CMO Advisory Service has also published a guide for "Types of Marketing Assets." In the graphic below you can see the break out of marketing assets into three categories:
- Content Marketing Assets
- Product Marketing Assets
- Corporate Marketing Assets
Why Content Marketing, Why Now?
At IDC we believe that marketers must continue work to keep pace with their buyers. To be successful, not only is agility required, but clear guidelines and processes on how to execute new and exciting practices like Content Marketing.
Sam Melnick is Senior Reasearch Analyst with IDC's CMO Advisory Service, follow him on Twitter: @SamMelnick