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Author: Ryan Skinner
Coded his first blog back in 2001 or so and has been doing the digital thang ever since. Account Director at B2B marketing agency Velocity Partners. Loves and lives to learn new stuff on lean startup, online publishing and social media.
Thousands of marketers are now born-again content marketers (the palm print of well-known content marketing evangelists still visible on their foreheads). A study published this week said 95% of UK marketers “do content marketing”.
It’s a milepost.
From the dark art of bloggers to the secret sauce of edgy digital marketers, content marketing’s now evolved into 'putting copy garnish on your website'.
It’s the ultimate marketing weapon. No wonder we have a guilty conscience.
To past generations of marketers, marketing automation is the equivalent of a lunar landing. Imagine a JFK Jr. CMO speaking at a marketing convention ca. 2005:
"Within a decade, we shall be able to determine exactly who does what with our web-page, our on-site and off-site content and our email campaigns. We shall be able to track our prospects' activity, and bring them back safely to valuable content and propositions that suit their specific needs and experiences. Then measure our impact on the bottom line".
Well, we’re there. It’s called marketing automation.
Always the masters of the arts of deception and misdirection, what’s to keep marketers from gaming social metrics for short-term gain?
What follows is an exploration and a survey of the grey zone in social media and marketing. (In other words, if you're a social media idealist, this would be the time to look away.)
Be advised I am not some “black tie social” promoter espousing nefarious shortcuts to online greatness; I work for a digital marketing agency – the kind that helps B2B companies produce the virtuous stuff that makes them gain social influence organically, if a bit more slowly.
For this piece, I just want to investigate how marketers’ social mores are evolving.