The Content to Promotion Spectrum

I notice that companies are using the word “content” generically to refer to anything they put out digitally. I understand how easy it is to apply the word to everything, because content – in and of itself – is a general word. Plus, people are now saying “promotional content”. I don’t disagree that promotional content exists, but it takes experienced and savvy professionals to apply it properly.

I think we need to stop the generalization of the word “content”; it is sullying the actual meaning of content marketing. I follow Content Marketing Institute’s definition, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Promotional marketing is on the other end of the marketing spectrum. I say spectrum because I believe strategies can overlay or blend a bit. Other marketers prefer sharply drawn lines between each marketing strategy. For instance, I consider influencer marketing an extension of word-of-mouth marketing. However, influencer marketing is slightly different because of its application. No less, both are on the spectrum.

Case Study: Prescriptives

To segue into this portion, I want to divert your attention to the above image of the hand-painted, glass nail file made in the Czech Republic. I love it. It is fabulous at defining my nails with just a few swipes. I can definitely feel the difference on my nail tips compared to a regular old emery board. This $15 purchase at the National Czech & Slovak Museum will last me forever.

I am what Malcolm Gladwell would call a “maven”. If I love something, I will randomly and enthusiastically bring it up in conversation.

Case in point, I love Vibrant-C Skin Brightening Eye Cream by Prescriptives. This $45 .5 ounces of wonder lasts a long time and does exactly what the company says, “Reduces the appearance of undereye circles. Brightens skin immediately. Reduces the look of age spots and other discolorations. Reduces visible puffiness.” Yes; I have sold it via word-of-mouth to many people.

I am concerned about Prescriptives. Its products are no longer sold in stores, but only online. I’m sorry, but…for $45, people need to trial products without purchase. Regardless, when the company pulled out of stores, it did not create a comprehensive marketing strategy.

Currently, I receive a promotional email daily from Prescriptives. I almost bit the first couple of times, but I always wondered if the next daily deal would be better.

Its social media marketing strategy does not exist. Prescriptives has not posted anything since January 1, 2018. Previously, the company posted promotions (i.e. sales), product images, and quotes about cosmetics by celebrities or others. The engagement was low, so I’m sure the company decided the effort was not worth it and was not driving sales. I would agree that’s probably true, but the content marketing arm – a fundamental backbone to social media – was poorly executed.

Prescriptives needs to own and create relevant content to be a leader in its category. An obvious example is video. Yes; a ton of YouTube videos exist about how to apply makeup. That does not mean Prescriptives should not produce videos about application. Bringing in the “promotional content” piece would be using its products and branding it. Fundamentally, videos would be helpful without pushing product to forcefully. But, that’s just one example. The content messages and options along the marketing spectrum are endless for Prescriptives.

How do I know? Because, I produce content and have seen the rewards. In fact, Dangerous Common Sense reviewed my content marketing efforts.