‘5 Lessons Content Marketing Can Learn from Journalism’ – CMI
Cameron Conaway says, “Content marketing list articles abound, most singing some version of the same trite stanza:
Be a media company too,
and cut through the clutter.
Create content of value
and measure the numbers.
This kind of advice is then infinitely repurposed, repackaged, and redistributed. The result? Aisle after aisle of homogenous and frivolous content – like some kind of surreal supermarket where all canned goods have been replaced by a silkscreened replica from Andy Warhol.
I know you came here for nourishment … but here’s this.
All that monolithic advice feels artificial, even deceptive, and it leads many in the journalism industry to look down on those in content marketing. As they see it, journalism is an industry made of equal parts substance and flavor, while content marketing is one of fluff and blandness. “You’re either a journalist or a content marketer,” one journalist told me. “You can’t be both.”
My instinct was to vehemently disagree, to burst into a lecture about how journalism and content marketing need each other, but after a few deep breaths I came to see his perspective: Journalism is the noble god, content marketing is the ignoble fraud”.
Comments are closed.
