The Not-So-Secret History of Content Marketing (Hint! It’s Older Than You Think!)

It’s always tempting to think that whatever we’re doing in the bright, shiny world of the 21st century is unprecedented, groundbreaking, disruptive. But I have a confession to make: Although my career is firmly-rooted in high tech and I can’t get enough of engaging with the latest and greatest technology and business trends, my first love is history and my academic degree is in that domain. So indulge me for a few minutes as I explore the historical roots of the content marketing that drives customer engagement and brand building today.
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What Does Mercury Retrograde Have to Do With the AWS Summit?

In New York this Thursday I’ll be attending my third AWS Summit in that city. I’m not sure about you but for me, when an annual professional event approaches, I often reflect on how much I’ve matured professionally or in a particular role since the last event, and the one before that, etc. In 2017, I had just recently moved back to New Jersey from Israel, and at the same time had begun transitioning from being responsible for the company’s editorial team to cultivating new business and strategic partnerships in the U.S.

For those of you who have been in the same industry forever — especially if you are a tech professional — it may be difficult to recall what it’s like to walk into a large event where everyone seems to know each other or at least speak the same jargon, and you don’t.
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5 Key Considerations for Building an Authentic Content Plan

Back in 2017, John Collins, Director of Content at Intercom hit the nail on the head in terms of the need for dropping the “marketing” from content marketing and focusing instead on creating valuable content.

While I agree with this, I want to suggest there’s an additional important component: creating a proper long-term plan to deliver such content. Coming up with a single brilliant white paper or three engaging blog posts isn’t going to deliver the desired results (consistent and reliable growth along all your online marketing KPIs.) However, committing to a strict plan and a long-term editorial calendar with quarterly goals and an annual investment will.

Recently, PwC’s 2018 Global Consumer Insights Survey highlighted the need for brands to prioritize trust and authenticity.

“Brands have to think about what’s the way for them to engage so that they come off as being authentic and caring.” Rick Kauffield, Principal, PwC US

Of course, that speaks to the need for meaningful, high-quality content, as Collins assessed, but without consistency, how will your audience (aka your customers) be able to ongoingly rely on your brand? With the right plan in place and an internal commitment to maintaining it, your organization can project these values and connect to users who will become long-term customers.

But how do you go about creating a great long-term content plan? Here are some tips to consider. All are critical even though they are in numerical order.
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