{"id":3430,"date":"2013-12-06T09:30:33","date_gmt":"2013-12-06T08:30:33","guid":{"rendered":"http:\/\/visionarymarketing.wordpress.com\/?p=198"},"modified":"2024-01-18T20:50:32","modified_gmt":"2024-01-18T19:50:32","slug":"content-marketing-2","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2013\/12\/06\/content-marketing-2\/","title":{"rendered":"Corporate Blogging is Dead, Long live Content Marketing!"},"content":{"rendered":"<p><em>I am not certain that Google will maintain <\/em><a href=\"http:\/\/www.forbes.com\/sites\/kashmirhill\/2013\/07\/30\/google-alerts-are-broken\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Google alerts for very much longer. It seems, to put it in Forbes&#8217;s words, that it is broken<\/em><\/a><em>. There is another cool innovation from the olden times which is still working though, I mean <a href=\"http:\/\/www.google.com\/trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google web trends<\/a>. I still find it very interesting to see how things evolved through the use, or disuse, of certain keywords in the <a class=\"zem_slink\" title=\"Google Search\" href=\"http:\/\/Google.com\" target=\"_blank\" rel=\"homepage noopener noreferrer\">Google search engine<\/a>.<\/em><\/p>\n<h2>Corporate Blogging is Dead, Long live Content Marketing!<\/h2>\n<figure id=\"attachment_57172\" aria-describedby=\"caption-attachment-57172\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/cropped-img_9735-1000x499-e1584105190233.jpg\"><img decoding=\"async\" class=\"wp-image-57172 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/cropped-img_9735-1000x499-e1584105190233.jpg\" alt=\"Corporate Blogging is Dead, Long live Content Marketing!\" width=\"520\" height=\"339\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/cropped-img_9735-1000x499-e1584105190233.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/cropped-img_9735-1000x499-e1584105190233-460x300.jpg 460w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-57172\" class=\"wp-caption-text\">Corporate Blogging is Dead, Long live Content Marketing!<\/figcaption><\/figure>\n<p><em>Lately, I went back to Google in order to check what was happening to <a class=\"zem_slink\" title=\"Corporation\" href=\"https:\/\/en.wikipedia.org\/wiki\/Corporation\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">corporate<\/a> <a class=\"zem_slink\" title=\"Blog\" href=\"https:\/\/en.wikipedia.org\/wiki\/Blog\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">blogs<\/a>. The only thing I was able to find out, was a 2005 report on corporate blogging. Does that mean that corporate blogging is over? Not at all! It is now part of a much broader subject, named content marketing. <\/em> <em>In essence, content marketing is bit different from just corporate blogging and it is a much better term. The replies of the interest for content marketing over the past few months is showing that something is happening in the web world again. Maybe it is a sign that companies are now more interested in what they get from the content which they produce rather than just spend time producing it. <\/em><em>Let us review the 2013 content marketing survey report which gives us some interesting insight into the use of content marketing in 2013<\/em><em> (courtesy <a href=\"https:\/\/web.archive.org\/web\/20231209142259\/https:\/\/www.imninc.com\/\">http:\/\/www.imninc.com\/<\/a>).<\/em><\/p>\n<h3>Key Survey Findings by IMN<\/h3>\n<ul>\n<li>\u201c<a class=\"zem_slink\" title=\"Content marketing\" href=\"https:\/\/en.wikipedia.org\/wiki\/Content_marketing\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">Content marketing<\/a> was a medium or high priority for 90%<br \/>\nof respondents \u2026\u201d\u00a0 however, one may point out\u00a0 that comparisons with the 2012 survey my IMN (the first in the series) is showing that the realisation that content marketing is important is fairly recent, even in <a class=\"zem_slink\" title=\"United States\" href=\"http:\/\/maps.google.com\/maps?ll=38.8833333333,-77.0166666667&amp;spn=10.0,10.0&amp;q=38.8833333333,-77.0166666667 (United%20States)&amp;t=h\" target=\"_blank\" rel=\"geolocation noopener noreferrer\">the US<\/a>,<\/li>\n<li>\u201c31% of respondents have had a <a class=\"zem_slink\" title=\"Content strategy\" href=\"https:\/\/en.wikipedia.org\/wiki\/Content_strategy\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">content strategy<\/a> in place for more than a<br \/>\nyear, with 18% stating they put one in place within the last year and 33%<br \/>\nworking on implementing a strategy\u201d \u2026 as stated above, all these content marketing programs are still fairly recent and there is still room for improvement,<\/li>\n<li>\u201c67% of respondents use a newsletter to distribute content to their<br \/>\ncustomers and prospects\u201d \u2026\u00a0 this is namely true with regard to newsletters for which a great number of users are sending\u00a0 them once a year therefore showing little or no understanding of how the medium is used,<\/li>\n<li>\u201c78% of respondents curate content; 48% having run into permissions \/<br \/>\nattribution issues during the process\u201d \u2026 But 15% of respondents are worried that they could use copyrighted content on their own resources,<\/li>\n<li>44% of respondents cited <a class=\"zem_slink\" title=\"Lead generation\" href=\"https:\/\/en.wikipedia.org\/wiki\/Lead_generation\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">lead generation<\/a> as the most important goal of<br \/>\ncontent marketing programs; an increase from 16% last year.<\/li>\n<\/ul>\n<p>Awareness is widespread now. Content <a class=\"zem_slink\" title=\"Marketing\" href=\"https:\/\/en.wikipedia.org\/wiki\/Marketing\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">marketers<\/a> are no longer regarded as zombies\u2026 well\u2026 I have a few recent counter examples but they are not American.<\/p>\n<p>Increasing leads is clearly what makes corporations tick. Yet, my personal experience in that area shows that few are able to go beyond buzz words and stick to their guns. Lead generation is a difficult trade, it requires a lot of fine tuning, and stamina. A trial and error mentality must be adopted; typically something that large companies have trouble coping with \u2026 long term thinking! <a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image5.png\"><img decoding=\"async\" style=\"background-image: none; padding-top: 0px; padding-left: 0px; margin: 10px 0px; display: inline; padding-right: 0px; border: 0px;\" title=\"image\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image_thumb3.png\" alt=\"image\" width=\"878\" height=\"400\" border=\"0\" \/><\/a> Blogs are still here in that picture but they are not alone and part of an ecosystem. This makes perfect sense. An overarching strategy for marketing content must be adopted vs. piecemeal technical approaches which lead nowhere. Yet, if your blog is lousy, you are bound to go nowhere at all. The fundamentals must be remembered. <a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image6.png\"><img decoding=\"async\" style=\"background-image: none; padding-top: 0px; padding-left: 0px; margin: 10px 0px; display: inline; padding-right: 0px; border: 0px;\" title=\"image\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image_thumb4.png\" alt=\"image\" width=\"890\" height=\"335\" border=\"0\" \/><\/a> Success is shifting away from readership to leads. Well\u2026 in the States maybe, in Europe, we still have a long way to go!<\/p>\n<p>&nbsp;<\/p>\n<p>https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/blogsurvey20052.pdf<\/p>\n<p>Download the <a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/blogsurvey20052.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">2005 blogger survey<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I am not certain that Google will maintain Google alerts for very much longer. It seems, to put it in Forbes&#8217;s words, that it is broken. There is another cool innovation from the olden times which is still working though, I mean Google web trends. I still find it very interesting to see how things &hellip;<\/p>\n","protected":false},"author":2,"featured_media":57172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4069],"tags":[4271,4272,4278,4280,4495,4942],"class_list":["post-3430","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-content-marketing","tag-content-strategy","tag-corporate-blogging","tag-corporate-communications","tag-imn","tag-survey-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Corporate Blogging is Dead, Long live Content Marketing!<\/title>\n<meta name=\"description\" content=\"I am not certain that Google will maintain Google alerts for very much longer. It seems, to put it in Forbes&#039;s words, that it is broken. 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/en\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts\/3430","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/comments?post=3430"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts\/3430\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/media\/57172"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/media?parent=3430"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/categories?post=3430"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/tags?post=3430"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}