12 People Proving That Content Marketing

Is More Than a Buzzword

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Miley’s Tongue

Buzzfeed Quizzes

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Game of Thrones

The past couple of years have brought us

plenty of trends.

And if you’re in marketing, you’ve probably heard about

content marketing.

Like most of these trends (not all of them!) content marketing

sounds like a good idea.

But deep deep down you might wonder…

What if it’s just a trend?

What if it’s just a trend? Maybe it will pass?

What if it’s just a trend? Maybe it will pass?

What is its real value?

Here are 12 people proving that content marketing

is here to stay!

Game of Thrones “I see content as fire, and social media as gasoline. Companies (and people) would be better off if they used social to draw attention to useful things that they have created, instead of simply using social to draw attention to themselves.”

Jay Baer  NY Times Best-Selling Author Speaker  

Game of Thrones “Great content will encourage loyalty — not from any individual piece, but rather from the

sum of the total content experience — consistency, quality, originality — provided

by the brand.”

Joe Chernov  VP of Content @ HubSpot

Game of Thrones “Brands still tend to create company-centric content: We still default to talking about ourselves... Your customers, meanwhile, don’t want to talk about you. They want to talk about themselves. So the key is to create content that isn’t based on what you do; rather, what you do for others.”

Ann Handley  Author, Speaker and Chief Content Officer @ MarketingProfs  

Game of Thrones “Try to do the best work that you can

do to give audiences something that maybe they haven’t seen before and

keep challenging yourself.”

Kevin Spacey  Award Winning Actor

Content Producer  

Game of Thrones “As publishers, we need to focus on the needs of our customers and detail who we are talking to, what we will be delivering and what the outcome should be for them… content creators must know the content marketing mission before any more content is developed.”

Joe Pulizzi  Founder of the Content Marketing Institute Author and Speaker  

Game of Thrones “I think that art, when you boil it down to something basic and simple, is chaos followed by

order. Art is the chaos part and business is the order… Marketing is storytelling. What is the story you’re telling?”

Robert Redford  Oscar Winner

Actor, Writer and Director  

Game of Thrones "Best way to sell something: don't sell anything. Earn the awareness, respect, and trust of those who might buy… Smart marketers have to stand out from the content marketing crowd by being the 'go-to' reference resource on the topic."

Rand Fishkin  CEO @ Moz Blogger  

Game of Thrones “You can’t just randomly crank out content, especially if you’re a bigger company because there are a lot

more people watching. There’s a whole art and science to it, and to do it right you need to make

sure you’re providing value.”

Neil Patel  Co-Founder of KISSmetrics and Crazy Egg

Blogger  

Game of Thrones “The consumer attention span is about the size of a gnat right now. We move on to the next thing super, super quickly. So it’s really important to be topical and relevant.”

Julie Fleischer  Director of Media and Consumer Engagement @ Kraft Foods.  

Game of Thrones “You can use social media to grow your community and to get fans talking about you and engaged.

But it’s harder to sell in those channels. Whereas with email, you can take those loyal followers you

have in social networks, bring them over to your email lists.”

DJ Waldow  Digital Marketing Evangelist @ Marketo

Author and Speaker  

Game of Thrones “We’re always looking for new formats and methods of storytelling and we try to reach a breadth of audience that includes both business decision makers and younger people.”

Katrina Craigwell  Global Manager, Digital Marketing @ General Electric  

Game of Thrones “Stories are nothing new. They’ve been around for as long as we have. The earliest humans gathered

around the campfire and figured out that effective storytelling was the best way to pass on the

information that was vital for survival. They knew that truly connecting with their audience in an emotional way was a matter of life and death.”

Michael Brenner  Vice President, Marketing

and Content Strategy @ SAP  

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