"Content" is the Worst Word the Marketing Industry Ever Invented

Over the past decade the word "content" has grown to cover everything a company produces, from a blog post to a TV spot to a conference talk. Samuel Scott was a journalist and newspaper editor, then ran marketing at a tech company, and now writes The Promotion Fix column for The Drum. In this talk he argues that "content" is the worst word the marketing industry ever invented, because it means nothing precise and leads to wasted money.

You'll learn why, according to Scott, content marketing doesn't even pay off for HubSpot, the company that preached it, why advertising is not dead, and how to replace "creating content" with the traditional marcom process. It starts with customer research, moves to a tactical mix of six promotion tools, each with its own metrics, and ends with a media mix. Scott shows Ebiquity data on which channels build brands best and recommends splitting the budget roughly 60:40 between advertising plus PR and direct response.