“Content Marketing is BS!”

At a recent series of workshops aimed at startups, 5 of the 8 companies represented were directly in the content marketing space. So imagine our surprise with the PR expert began his talk by informing us loudly that, “Content Marketing is bullsh*t!”

We waited for the punchline that would indicate he was being ironic but no, that really was the premise of his talk. This was an old-school media relations guy who came to pitch a bunch of content marketers on why he thinks what we do has no value and we should focus solely on getting positive reviews of our products in “reputable” publications instead. But I’m glad I stayed, because the end of his talk was priceless.

He explained that “content marketing is just companies posting things saying how great our products are”, tipping us off that he wasn’t really opposed to content marketing, he just didn’t understand what CM is. A few in the audience tried to explain that CM is more about delivering relevant content that your customers will value than directly promoting your product, but PR Guy would have none of it. He kept going despite the obvious chill in the room, until he stated flatly that CM has no impact on customer behaviour, only “reputable publications” with “unbiased journalists” do because that’s all customers trust. I couldn’t keep quiet any longer. My time at SqueezeCMM had showed me how wrong he is.

“Excuse me,” I said, “I work with a company whose product measures the impact of content marketing on lead generation and conversions. The data clearly show that content marketing done well increases leads and conversions.”

The group held their collective breath waiting to see how this played out. PR Guy sputtered a few more comments, each one countered by someone in the room then finally read the room and saw that he was alone. “I was really just trying to be controversial,” he offered. “Mission Accomplished!” I replied with a smile and a thumbs up, which got a relieved laugh from the room. With the tension diffused, PR Guy launched back into his talk with a less hostile audience – but not an engaged one.

From that point on there were more people answering email on their phones than even pretending to pay attention. PR Guy shifted his focus to why traditional media relations are still necessary but it was too late. He’d lost the audience. The useful content in the rest of his talk was ignored by most because he’d forgotten PR 101 – know your audience.

So little attention was being paid that most missed his unintentionally ironic finish.

As he wrapped up his talk, PR Guy – Mr. Content Marketing is BS – said this:

“I hope you’ll all sign up for my company’s newsletter. It’s full of good tips on PR and dealing with the media. I think you’ll find it useful.”

It was all I could do not to giggle out loud. When he left, my peers said it was obvious from the twinkle in my eye that I found something funny but they didn’t know what, so I told them.

“Did you catch his suggestion that we sign up for his newsletter?”, I asked?

Now they got it. Mr. Content Marketing is BS really had closed his talk by promoting his company’s content!

PR 201 – If you’re going to take a stance against something, it’s probably good to know what it is.

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About Sandi_Jones
Technical marketer, product developer, geek, unconventional entrepreneur. I fell in love with technology in the mid-90's, found my inner geek, and never looked back.

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