Marcelo arnone, Digital Marketing · Customer Insights · Content Strategist · Consultant · Trainer · Lecturer · Master in Digital Marketing Management – UPF-BSM, Acquire specialized knowledge to manage the digital marketing of your organization. ACL DirectPromo · We know about Relationship Marketing. We are experts in loyalty and incentives · We like to create unique experiences, It turns out that the use of content in the disciplines of digital marketing is relatively recent. Although we could find different forms of use in communication trends typical of other times, the use of content in the field of marketing is a very recent phenomenon.
In Spain, in just a couple of years, content marketing has gone from Haiti Email List being an unknown discipline to being a priority strategy for most of those responsible for online marketers. Content has gone from being just another element, even to a minor element on many occasions, to taking on a huge role. But all of a sudden, it seems like we’re at the opposite extreme: it’s all content marketing. And this, of course, is not so. Key concepts in the new content disciplines, Whenever a new way of doing things emerges -as it happens more and more frequently in digital marketing-, dozens of terms flourish that try to describe this novelty according to different intentions on the part of some brands or businesses.
And it is undeniable that some of this happens with certain disciplines around content. Content marketing, content strategy, inbound marketing , branded content , brand journalism, and native advertising are just a few of the terms that have emerged around content. And while some are struggling to own a concept, the market perceives noise and confusion. What used to be advertising is now content marketing? Is content marketing having a blog? ¿ Inbound marketing and branded content is the same?
To try to put some order in the definition of each discipline, world-class experts such as Robert Rose (Content Marketing Institute), Andrew Davis (Monumental Shift) and Ryan Skinner (Forrester Research) have started an interesting analysis based on the definition of certain variables obtaining similar conclusions. The content quadrant: native advertising, branded content, user experience, and content marketing. The starting point to clear up the confusion is to define certain variables that, depending on the value they take, cause different results or classifications. Of these variables, the most significant are the role of the content, the purpose and the way in which it reaches the audience. The role of the content represented as a horizontal axis together with the purpose of the content as a vertical axis forms a quadrant that at first glance proposes four different areas. From each of them there is a proposal that allows a name (perhaps definitive) to a way of using the content.
With this approach in the form of a quadrant , two well differentiated areas are appreciated. A superior area, in which are native advertising and branded content, with a clear orientation towards promoting notoriety. And the lower area, in which content marketing and user experience are, has a defined alignment with demand generation.