Things are getting quite meta when user-friendly websites explaining the previously mysterious discipline of content marketing start proliferating to appease the niche audience of small-to-medium enterprises struggling with how best to marshal the forces of digital media to showcase their brand.
Cue Chango, the Toronto ad retargeting service that partnered last December with Facebook during the advent of its FBX ad exchange. Facebook, to that point, had been struggling against skeptical critics over the monetization of what was for all intents and purposes a user-base that had become accustomed to treating Facebook as a something-for-nothing proposition. Facebook laid doubts about ad revenues to rest with its 2nd quarter report, though, which showed a clear spike in ad revenues. Coincidence? Emphatically not.
Given those results, content marketers know to pay attention when Chango speaks. The company has revealed a new magazine-style section of its website, called nothing less than The Programmatic Mind, a neat example of insight marketing (aka. attracting new customers by demonstrating that you know what you’re talking about). If that isn’t user-friendly enough for you, the site is meant to complement a quarterly print edition of the same name.
“Successful programmatic marketing requires more than advanced technology,” says Ben Plomion, vice president of marketing at Chango. “It requires talented people who understand the nuances of how all the parts of online marketing work together. Our goal with The Programmatic Mind is to make it easy for marketers to understand what is possible with programmatic marketing and to spark new ideas.”
In other words, Big Data is changing how marketers approach their craft. But more important than having the data in the first place is knowing what to do with it, or how to interpret all that data. More to the point, we still need to use our brains.
With assertions flying around the internet that “content marketing is dead”, a reappraisal of strategy is always timely. (P.S. Don’t panic. It’s not really dead.) Having a comprehensive, easy-to-read resource seems as good a place to start as any for today’s confused content marketers.