content marketing, marketing as journalism

Content Marketing Sustainability is in Question When You Fail to Understand it’s Journalism

Content Marketing is Sustainable

A recent post for a digital advertising agency asks the question Is Content Marketing Sustainability In Question?

The question presumes that it’s difficult to find things to write about and that people who generate and publish articles run out of ideas.

When you understand that Content Marketing is Journalism wrapped in a marketing intention, does it change your perspective?

Content marketing is about attracting an audience to your publication, which should be how you think of your website.

How do Other Publishers do it?

Do the people at Home and Garden Magazine have this issue? The people at Cosmopolitan Magazine? Fox News? CBC Radio? The New York Times? Huffington Post?

If they have this issue, they do a great job of hiding it.

Because those publications (and yes even the TV and radio stations are “publications”) have a journalistic mind set, they are always on the looking for stories, not content, but stories, that they feel will be interesting and relevant to their desired audience.

They also understand publishing schedules, deadlines, and publishing in volume.

How do Content Marketing and Standard Journalism differ?

Only in what they sell.

With standard journalism, you attract an audience, then sell advertising to brands who want access to that audience.

With Content Marketing you attract an audience, then sell them whatever it is that you sell.

In Summary

So no. If you’re running out of ideas, you’re probably doing it wrong.

Think like a journalist, and find, generate, and publish stories your audience is interested in.

Learn More…

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