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The news that should dispel your Content Marketing doubts

Still unsure about Content Marketing and the impact it can make to your business?

Inlumino Communications Content is KingThe announcement late last month that Australia’s biggest media monitoring company, Isentia, diversified into content marketing by buying King Content for $48 million is not something to scoff at and demonstrates the growing importance of content in the digital media landscape.

King Content creates content for websites, social media, blogs, email newsletters, ebooks, white papers and other digital media and Isentia says the acquisition diversifies the business into one of the fastest growing segments of the communications and marketing industries. Isentia can now sell content marketing into its 3000-plus corporate and government client base.

Isentia CEO John Croll told Mumbrella: “For quite some time now, Isentia has been looking at how we can work across owned, earned and paid media. Our clients are already getting a lot of information from us in this space, but they are also asking us to help with their strategy.” Croll dismissed recent suggestions triggered by the demise of the Content Marketing World Sydney event that the trend towards content marketing is beginning to level off. He said: “I’ve done a lot of work with consultants in the market and we still see a real growing need from major brands to connect with their audiences through content marketing.”

Isentia’s purchase set the content world into meltdown in late August and definitely made an impression with me.

This big announcement dispels doubts about Content Marketing that many people may have. Here’s why:

  • Isentia are investing $48 million into this purchase. If the pure size of this deal doesn’t demonstrate the value of great content to you, then I don’t know what will.
  • The announcement demonstrates the potential of content in a rapidly changing digital landscape. PR, advertising, marketing, SEO, social media, and content marketing were once distinct disciplines, but increasingly are crossing over into a digital communications mash-up. The lines are blurring more and more and content marketing is coming to the fore. I’ve previously argued that great content is the basis of strong on and off-line communication.
  • This purchase isn’t rewarding a bunch of bloggers sitting on the beach writing a blog post each day. Content Marketing, when implemented correctly, is measureable, strategic, and can demonstrate a positive ROI.

Were you a sceptic? (It’s OK if you were!)

Does Isentia’s purchase of King Content demonstrate the value of content marketing and sway your opinion?



Inlumino Communications is a PR, content marketing, and Social Media consultancy servicing SME clients from a variety of industries