Content Marketing: The New Name for a Well-Established Discipline

Content marketing has been around for generations, under different names; however, the term is relatively recent. A lack of perspective on the nuances of the content marketing discipline reveals why it is important to understand its history. It is a combination of marketing and sales processes that requires discipline and collaboration. Depending on what is being sold, there are specific groups involved in the purchasing process that need their own targeted information.

The timing of each element is important when providing content to each group. It is part of the nurturing process to ensure the buyer makes the right decision. After the sale is made, the seller needs to convey their commitment to the buyer's success. New media, technologies, and processes need to be adopted to ensure buyers get the information they need in the form they prefer.

To be successful, everyone involved in content marketing needs to understand its history, the purchasing process, and the need to provide information that is targeted to each group. It is a fascinating undertaking with something new to consider, someone new to win over, and some competitor that is sure to be a threat.