SPEAKER Q&A: Dave Stevens, marketing director, EY

Dave Stevens, CMO at EY and keynote speaker at our upcoming conference, explains why he believes all marketing is content marketing.

Why do you believe ‘all marketing is content marketing’?
All marketers are learning how to do marketing again via new channels. The channels we are using demand new ways of presenting our ideas. But we’re still doing marketing. That’s why the definitions of ‘content marketing’ that we now use are ones that would have been used to describe ‘marketing’ itself 20 years ago.  Writer, Mikal Belicove defines ‘content marketing’ as ‘the creation and publication of original content – including blog posts, case studies, white papers, videos and photos – for the purpose of generating leads, enhancing a brand’s visibility, and putting the company’s subject matter expertise on display.’ Joe Pulizzi, founder of the Content Marketing Institute, describes it as ‘story-telling by brands to attract and retain customers.’  In that sense ‘all marketing is content marketing.’

How/why is content marketing misunderstood?
In two ways. First, by creating a new term in ‘content marketing’, marketers risk seeing the process of content creation and execution in new technology channels as something different from the rest of what we do. Marketing content via old or new channels starts in the same place:  with the business strategy and an understanding of your business’s place in the market.