Technology has changed the game. Consumers can ignore advertising and marketing at will. To break through the clutter, brands need to tell remarkable stories worth listening to and become the media in the process.
The Story of Content | Rise of the New Marketing, a new documentary by the Content Marketing Institute, is the first comprehensive film of its kind for the industry.
It explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft, and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer, and more.
Featuring case studies from early pioneers to today’s marketing innovators, you’ll learn how content marketing has been–and will continue– to change business and media forever.
Download our discussion guide to explore the documentary and its theme more deeply, and help you share the conversation with your executives, your colleagues, your associations, and beyond.
The New Content Marketing Institute Film
If you look in your email inbox, you look at Facebook, you look at Twitter, you look at Pinterest, you look at Instagram, you look at any of that, you will see, literally adjacent, here’s something from my company and then here’s something from your mom.
There’s been too much content forever, you know, since Gutenberg invented the printing press, there’s been people who haven’t had the time to read the bible.
Content Marketing is, you know it’s a friendly term and lots of people, consultants go around saying, “Oh look, I know what this is”.But it’s been hot and essential and impactful and effective for over a century now.
It’s like, somebody’s in the market who isn’t just shouting about their products, they’re doing some cool stuff for their customers. Well, you might be surprised to hear that. I think it’s compelling.
I mean, so it’s one of those things that I think is, you know, Seth Godin has said that content is the only marketing that’s left, and believe that.
It’s the only way that a business, in the future, is going to differentiate itself in a very crazy, noisy marketplace. But until you get the real heart of it, where the customer is. What’s the customer involved in, and what’s the customer get out of this?
I think it’s essentially kind of a, who cares.
Story of Content Rise of the New Marketing
Old fashioned Camera Rolling
While we sit in this meeting, mass selling, using all the spectacular resources of sound, pictures and animated cartoons in colour, is helping to sell great masses of people in the way they like to sell.
Brands and Branding
Are an artifact of the 1960s, ’70s, and ’80s. That’s when we had big mass media, and television dominated everything. The family all gathered around in the evening, watch TV.
Advertising came on and what we did is we created commonality; in other words, the family next door saw the same television commercials that I saw.
That’s where you found out about new products or services in the marketplace. That’s where you found out about new brands that might be great for your home.
So marketing for a long time has been about the interruption.
You know, I have to interrupt your day by putting on a television commercial when you’re watching the game, watching your favourite drama. When having to put in an advertisement for when you are thumbing through the magazine that will cause you to stop, or reading a newspaper that will cause you to stop, and God forbid. Call me at home with an unwanted message.
“Marketing is really just about sharing your passion”. -Michael Hyatt
“Focus on the present. It’s the best gift you can give yourself.” -Carrie Kerpen
“The cost of being wrong is less than the cost of doing nothing.” -Seth Godin
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Table of Contents