If 2012 marketing conferences were all about proclaiming that CONTENT is KING, 2013 has been spent (so far) discussing MOBILE MARKETING.
I have participated to countless discussions on both topics and offered my 2p on that old chestnut, SEO IS DEAD, but what I have realised, both as a marketing consultant (remote) and as a contractor (inhouse) is that the content crown has been replaced by a multitude of hats. This has created a kind of professional identity crisis: what am I now?
|By Marcus Hodges|
At this business networking event, I started saying I do content marketing and SEO, then tried copywriting and website optimization, then went for "I rank websites on Google, I do social media, I monitor online reputation..."
At some point I got asked if I was in marketing or PR. And to confuse the issue even further, I still do some editing and journalism work. Now, correct me if I am wrong but these used to be different 'fields' only a few years back:
Journalist: objective communicator
Editor: objective and subjective operator
Copywriter (ad copy): subjective
PR: subjective communicator (aka mouthpiece of brand)
Marketeer: mostly subjective but with some room for objectivity, for instance if raising awareness about an issue
SEO/social media bod: subjective (you bark for the client).
A few years back if you moved from journalism to marketing/PR you crossed the other side, as if a Darth Vader of commerce was lurking across an imaginary line, trying to seduce you to lose your objectivity.
Are professional boundaries being blurred? You tell me.