Web Business Marketing Blog

Via Ardeth Albee’s Marketing Interactions blog, I came accross Junta42, an ‘expert and user-generated search engine about content marketing’.

So what exactly is content marketing? A Google search leads to a Squidoo lens on the very subject, but we have to scroll down the lens to the “Must have resources” section to find the first elements of a definition:

Content Marketing is:

• Editorial-based (or long-form) content. It must tell a relevant, valuable story. Must be informative, educational or entertaining.
• Marketing-backed. The content has underlying marketing and sales objectives that a corporation, association or institution is trying to accomplish.
• Behavior-driven. Seeks out to maintain or alter the recipient’s behavior.
• Multi-platform (print, digital, audio, video, events). It can be, does not have to be, integrated.
• Targeted toward a specific audience. If you can’t name the audience, it’s not content marketing.

Another definition coming from Hanley Wood Marketing, recognises that the ‘brand-new playing field’ opened up by internet-based communication technologies:

Hanley Wood Marketing can transform all the latent knowledge and expertise within your company into content today’s customers want. By building marketing plans around content, we close the gap that often exists between outbound marketing efforts and customers trying to buy. We call this approach Content Marketing.

So for B2B Marketeers, all marketing is by definition content marketing, and therefore Junta42 a good project to watch in its startup.

Compared to Beetoobee, Dailyhub or Diigo, Junta42 offers yet another unique blend for sharing and managing knowledge on the B2B marketing profession. It allows user to submit and vote on content, but there is a moderation step between submissions and voting - a number of gatekeepers ensure submissions remain on-topic and meet a quality standard.

Junta42 is still in its preview release, but the application appears stable, and generates already a steady stream of relevant bookmarks. I hope the originators will have the stamina to daily moderate Junta42 submissions and keep the site spam-free, on-topic and high quality. If they do, Junta42 might well become a tool making a difference to our profession.