Content marketing continues to be red hot, and the reason is simple – it works.
However, there’s a problem with it. The problem is a lot of people mean a lot of different things when they use the term content marketing. The result is that the term is overly broad, and that leads to discussion in which we’re all using the same words but those words have different meanings. And that causes problems.
We need to apply some rigor to defining content marketing. Otherwise, everything can be considered content marketing – everyone who ever put together an ad campaign will surely tell you that it is made up of “content.” And if everything is content marketing, then nothing is.