That’s how Samuel Scott describes digital marketing today in a post at TechCrunch. He cites two instances when companies and individuals created terms and then built products around those terms.
One of those terms was “content marketing,” which was created by Joe Pulizzi who founded Content Marketing Institute. CMI sells training in, you guessed it, content marketing. The trouble I have with Samuel Scott’s analysis is that I do content marketing and I haven’t paid a dime to Pulizzi or CMI. Before Scott critiqued Pulizzi and his business, I had never heard of them.
The problem that Scott sees with this “echo chamber of meaninglBaess buzzwords” is the regular flow of people entering the digital marketing field who have no background or understanding of basic marketing. I addressed this in a recent post (“3 Basics That Every Marketer Should Know” – scroll down to see it).
My take is that you don’t have to know Porter’s Five Forces Model to succeed in marketing. Nor do you need to know the Four Ps, although I did cover these three in my blog post on basic marketing.
There are some marketing basics that you can learn on the fly as you can learn on the fly as you build your business. You absolutely do not need a degree in marketing to be successful in internet marketing. I know this because I know two people who are highly successful – one is a college dropout and the other was a day laborer before they launched their internet businesses.
I know this because I know two people who are highly successful – one is a college dropout and the other was a day laborer before they launched their internet businesses. One is an internet marketing millionaire and the other has surpassed half a million in sales this year.
Scott talks about newbies doing “imitation marketing,” but I suspect what he’s talking about is not doing things according to what he learned about marketing at some school somewhere. Scott thoroughly despises the phrase “content is king,” but if you’re marketing information products, guess what? Content is king!
Scott throws some of his biggest punches at “inbound marketers,” and that’s fine by me. I learned my marketing through advertising training. Scott faults inbound marketers for putting down advertising, public relations, and publicity. Those areas are my bread and butter. If you’ve been around this blog at all you’ve seen that these are areas that I cover regularly.
After disparaging the “content is king” phrase, Scott says “The content has always been the most important part,” … “Marketing has always been about the creation of a message,” … and “In the end all marketing is ‘content marketing’ because all marketing uses content.'” Duh.
The takeaway from this? It doesn’t matter if they’re buzzwords or not, what matters is that you create great content. Great content is the backbone of all great marketing. Learn all you can about marketing, apply the best practices to your business, and don’t get worked up about buzzwords. 🙂