Bill Clinton's 1992 campaign gained immortality for using the simple slogan "It's the economy, stupid" to beat incumbent President George H. W. Bush. Today's content marketers should remind themselves that "It's the content, stupid," that ultimately attracts, retains and persuades readers.
We've always said that, and it's nice to see another content marketing company, Pace Communications, agreeing with us in this blog post by account director Kerry Andrews – plus she quotes one of our favorite marketing bloggers, Seth Godin.
To expand on what she says about relevance, your messages have to work well with whatever formats or media you choose to convey them. Apple's new iPad has re-agitated the debate over online vs. print design, as well as how best to craft content for a new means of delivery.
Integrating medium, message and design should be part of your overall marketing strategy, and it brings into play designers, writers and marketing specialists. Ideally, the result will be, as Alexander Pope put it, "What oft was thought, but ne'er so well expressed."
