Welcome to aimClear’s coverage of SMX West! We spent much of the day yesterday mingling with smart online marketers, attending sessions, and manning our booth, 421, at the San Jose McEnery Convention Center. Today, we’ll be doing much of the same.
Brian Clark, Founder & CEO of Copyblogger Media, stopped by yesterday to chat about the latest in content marketing and its evolution over time. Brian kicked things off on Day 1 of SMX West by discussing the shift in thinking about content from needing to create content to please Google to giving people what they want in order to be a “media first” organization. This method allows marketers to sell more stuff and to have a platform that evolves the business model.
Brands like Coca-Cola are featuring home pages that look like magazines instead of pitching marketing speak to their communities. This is representative of the new era of content marketing. “Media is more influential than marketing because people don’t want to tune it out,” Brian emphasized.
Content strategy has been around for quite some time, but it’s always evolving. Brands should view themselves as media-focused organizations who happen to sell orthodontics, etc.
Since the beginning of content marketing, marketers have essentially been building an audience of their own to market to instead of trying to buy access to someone else’s community through advertising, etc.
For the full scoop on what Brian had to say, check out the video clip below.
Stay tuned as we share even more coverage from SMX West!