I recently read an post by {grow} blogger Mark Schaefer that reported a debate over the role of Brands as Publishers. Interesting discussion.
The idea behind content marketing is that brands can build their following by providing valuable information to their prospects. In order to do this well, the brand must think like a publisher, determining the information needs of its followers and providing a steady flow of useful content to feed that need.
On the other side of the table is traditional media, which sneers at the idea that a brand can provide unbiased information that meets the needs of the marketplace.
What’s your thought? Can marketers effectively enter the world of journalism? Should they?
Here’s my thoughts.
The difference between Marketing and Journalism
Years ago, when I studied journalism, I was taught that journalists must remain completely objective while reporting a story. Their job is to give both sides of the story and leave commentary to the reader.
For years, big-name journalists have broken this rule for the sake of ratings.
Watch any news station and read any newspaper. They all have a slant. They may not admit it, but journalists do have an agenda. Stories are often their medium for spreading their biases.
Marketers start out with a bias. They don’t hide their agenda, and it’s often very clear that they want you to buy their products or services.
Even so, much of the content provided by marketers is relatively unbiased. They want to educate, build credibility or whatever. Their goal within that piece of content may NOT be to sell. It may honestly be content for content’s sake.
Admittedly, marketers’ content often pushes the philosophies and ideas that will make you want their products. If you’re a novice to the industry, you can appreciate their willingness to help you figure out what’s important and what’s not. But they can’t force you to do business with them. So biased or not, it’s still content.
The funny thing is, when journalists have an agenda, they also want you to share their opinions. They may offer alternative points of view, but they push their own ideas. Except for the fact that marketers are open about their agenda, I don’t see much difference.
Content marketing with integrity
Like publishers, content marketers have a responsibility to their readers. If you want to become a respected thought leader, you need to take the role seriously.
Be clear about promotional and non-promotional content. No one likes to be manipulated. You can offer some information for free and other for pay, some promotional and some informational. Just make sure “free” comes with no strings attached.
Don’t be afraid to tell the whole story. Like traditional journalists, provide the pros and the cons. Many marketers are afraid they’ll lose customers if they’re completely honest when, in fact, they earn more respect when they give full disclosure.
Be customer/prospect oriented. Your prospects and clients need information. Try to provide the content that answers their questions, helps them make wise decisions and makes their life easier. Your content should benefit your reader, not you.
Join the conversation
It’s an interesting discussion, the difference between journalism and content marketing. What are your thoughts? Are there ways marketers can ensure they offer only high-quality content?
photo credit: Ryan Tir
