Journaliste ou marketeur ? On le voit tous les jours chez Demotivateur, les deux cultures sont très différentes :
- Les journalistes ont une tendance à voir les marques comme un sponsor d’un contenu de qualité qui sert la cause de la marque
- Les marketeurs eux raisonnent différemment et essaye d’intégrer les marques au sein même du processus de rédaction du contenu
Mais n’est-ce pas justement la pluralité des approches qui rend riche un médias.
Content Marketing World recaps have become a cottage industry in their own right for tech vendors. Everyone is eager to dish about what you missed at the annual bacchanalia of hideous orange outfits, dad jokes, and content talks. Sure enough, there have been a ton of recaps already, including a few very good reads. ( Here are three I’d recommend .)
Those writers did a great job capturing the insightful things said on stage. I’d like to take a different approach and share some big conclusions that came from having many one-on-one conversations with smart people about the future of content marketing. Two ideological camps are forming
There’s a pretty clear ideological split forming. Call it the journalists vs. the marketers.6
People tend to come to content marketing one of two ways. Some are journalists who decide to take a job running a brand’s editorial operation, like I did when I took over Contently’s editorial team three years ago. The other side consists of career marketers who embraced content when they realized that what customers wanted from brands had changed.
People who come from the journalism world tend to see content marketing as the challenge of creating a great media operation, just […]