What's in a definition? For the majority of marketing disciplines, not a great deal. TV advertising, radio spots, print ads, online banners - there aren't many who need a definitive description of what they are and how they work. But for content marketing, the area is so broad, encompassing so many different media, that a definition is all-out essential.
The CMA and its steering committee members have confirmed the content marketing industry definition as:
Content marketing is the discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.
Right now, there's a huge demand for a clear and simple definition of content marketing. Discussion forums, marketing events, trade articles, water cooler chats, everyone seems to be talking about this phenomenally successful area and questioning how their own marketing efforts can be improved by it.
The industry is becoming so successful, with so much being written and talked about, that we want to ensure that brand marketers and the wider business community have a clear and concise definition. That definition will help us 'own' the content marketing space, ensuring we are the first port of call for any brand keen to gain from the benefits the discipline brings.
Whether it's PR agencies positioning themselves as content marketing agencies or the SEO sector adopting it to define itself, we need to ensure that we position ourselves not simply as industry leaders, but as the entire industry itself, using our expertise and knowledge to offer brands a valuable and effective content-marketing service.
CMA members produce multi-channel marketing solutions for their clients, expertly planned, integrated and measured so that each platform is performing to the best of its abilities for the brand. This expertise comes from many years of experience in producing effective content - content that gains the attention of the consumer and doesn't let go.
Content is the lifeblood of the content marketing sector and CMA members its finest creators. But without a clear understanding of exactly what the industry does, our talent, knowledge and fantastic results could be passed over for more traditional forms of marketing. By establishing this definition, we know that content comes first, we know who we are and what we do. And so will our clients.