IAB defines Content Marketing

Steve MacAlpine —  December 18, 2013

Interruption vs Permission

Seth Godin  published ‘Permission Marketing’ back in 1999. For me, it was evidence of the fundamental shift that the internet was having on the concepts of push and pull marketing… a real ”Toto, I’ve a feeling we’re not in Kansas anymore,” moment.

Push marketing had the marketer in control of the message, how it was seen and when and where…whereas…Pull marketing shifts the emphasis and attention onto the customer, trying to market in the correct places to reach a target audience to create awareness and keep the company brand in front of consumers without aggressive marketing.

Another way of looking at it is … Interruption vs Permission.

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” 

Content marketing has become a major part of an inbound “pull” strategy where quality information that is relevant to your prospective customer draws them to you. In large part, it does this by offering them relevant material that helps create a sense of thought leadership around your brand.

IAB highlights research indicating that 28% of B2C marketing budgets, on average, are allocated to content marketing and that 55% of consumer marketers are planning to increase their spending in that area in the next year.

To dater ‘Content Marketing’ has suffered from a lack of definition as well as hyperbole from those with vested interests.

IAB to the rescue.

“To help publishers navigate this promising but complex field, IAB recently established the Content Marketing Task Force.
As a first step, the Task Force was charged with developing a Primer to define the various components of the marketplace. This Primer has now been completed, thanks to input from the nearly 50 Task Force members, including publishers, both legacy and digital-native, and technology providers active in this space.
The Primer’s objectives are fourfold:
a) To eliminate confusion by providing alignment among competing definitions, marketing platforms, and strategies
b) To provide accurate, timely information about Content Marketing
c) To offer guidelines on conforming to editorial standards and identification of sponsorship
d) To address the need for clear disclosure to consumers and businesses”

 

or download the file here

IABContentMarketingPrimer

Steve MacAlpine

Posts

Brand and digital strategist - founder of Social Insights.