9 Quotes to Ponder About the State of Content, Marketing, and the Internet

By Heike Young

The end of the year is the perfect time to step back and soul-search. Whether that’s about your work-life balance, marketing process, or even fitness goals, it’s important to reflect on what’s working and what’s not.

In the latest episode of the Marketing Cloudcast, the marketing podcast from Salesforce, we talked to the Content Marketing Institute’s Chief Strategy Officer Robert Rose, who hosts an excellent podcast himself.

We discussed the current state of content, marketing, and the internet as we know it. If content marketing is part of your 2016 marketing strategy (and it should be), this episode will help you get the job done.

Here are nine smart quotes from this episode with Robert. It’s easy to subscribe on iTunes to get the full episode, or flip through the embedded episode below.

  1. “At its broadest application, content is an investment for the company that generates increasing value over time.” Robert explained that it’s a mistake to apply ROI to campaign-based marketing. Campaigns are an expense, not an investment. In other words, campaign-oriented tactics don’t increase in value over time; they’re short-term expenses. When we look at content, on the other hand, the money we put into content is putting money into an asset.
  2. “Customers, whether millennials or baby boomers, prefer experiences to products. Providing content-driven experiences at every step of a buyer’s journey creates the loyalty, trust, and engagement to differentiate a business in the marketplace.
  3. “If you’re asking whether to gate or ungate content, you don’t have a content marketing strategy.” Instead, you have a collateral-based demand gen strategy, and you’re trying to figure out which assets are worth extracting data from. If you have a good content asset, you can share it for free. Customers will like it so much they’ll want to subscribe after consuming it.
  4. “The heart of a great content strategy is being on just one platform first, and being different and great at it.” Rather than a be-on-all-channels-immediately approach, the commonality Robert sees among brands that succeed long-term with content is a focus on only one central platform.
  5. “Produce the minimum amount of content for the maximum amount of results. Too many companies bury themselves in content: sales decks, testimonials, thought leadership articles, case studies. Half of it goes unused or unseen. More content does not mean more leads or business. The equation of ‘the more busy I am, the more successful I am’ is just not true.”
  6. “Reduce the amount of content you’re producing and focus on quality.”
  7. Content is a process, too. Nobody quibbles with the idea of legal, accounting, sales, or marketing being a process. But for some reason, content — the thing we produce more of than anything else—is still considered an attribute of everything else we do. Businesses need a recognized formal structure for reducing the number of assets so that things are created more strategically.”
  8. “I agree with Google’s Eric Schmidt that over time, the internet will disappear and become the fabric of our lives. The internet as a place where you go to get information or to be entertained is going to disappear with the Internet of Things, the idea of the cloud, and the fact that everything is becoming connected in a much more seamless way.”
  9. “If the internet as we know it is going away, why would we have a digital marketing department? It’s just a marketing department. Teams must de-silo, and rather than looking at digital as a channel, look at it as a layer over everything. Every time there’s a new channel, there is a new team, when really, we just have to have one marketing team that adapts more quickly and organically to all these new channels and platforms that emerge, and become much more agile.”

Also included in this jam-packed Marketing Cloudcast are Robert Rose’s favorite examples of content marketing, the book he’d recommend to fellow marketers, and the one content marketing myth he’d like to debunk.

Get it now—and subscribe so you won’t miss another episode.

Tweet @youngheike with marketing questions or topics you’d like to see covered next on the Marketing Cloudcast.