Creators are the Ultimate Content Marketers

Nick Cicero

April 13, 2015

This blog was originally posted on
Conviva Acquired Delmondo in November of 2018 and has become Conviva Social Insights.

I was listening to a recent episode of the This Old Marketing Podcast where they discussed a recent guest post on PRNewser, titled “Content marketing is NOT about Content,” by Bryan Del Monte, founder of Clickafy Media Group. 

In the article, Del Monte claims that “Content marketing is not about creating and distributing “valuable, relevant content”… if it were, then artists, cinematographers, etc., would be marketing experts.”

But I’d argue (as This Old Marketing host Robert Rose also did) that artists, musicians, creators of all kinds (especially in today’s digital age) are in fact the ultimate content marketers. 

As Del Monte continues, he expands upon his reasoning and his version of content marketing as 

“…a particular way of solving the customer acquisition problem. Content marketing solves the customer acquisition problem by openly demonstrating value to suspects, prospects, and leads, in an attempt to emotionally fascinate them long enough that they are involuntarily attracted to the value proposition posited by the content marketer. This process creates customers that are willing to buy not only the initial offering, but subsequent offerings, at significantly less cost of re marketing – perhaps requiring no re marketing whatsoever.”

Deconstructing that a bit, let’s look at the first line: a particular way of solving the customer acquisition problem.

For the past 20 years, musicians have faced nothing but a loss of audience, and while singles and the radio helped to drive people to buy physical copies of recorded music, the growth of digital music and disruption of this traditional model has placed songs and albums on the same level as blog posts and infographics would be with any SaaS company.

The music is a way to acquire new customers who then purchase things like concert tickets, merchandise and other experiences. 

Take for example Nipsey Hussle who leveraged his content and audience to sell 1,000 copies of his album Crenshaw for a $100 each. The album was also posted for free download upon release while the high-priced, limited run physical copies were promoted as a part of Hussle’s #Proud2Pay campaign.

Or Broken Lizard Productions, the improv comedy shop famous for their film Super Troopers  2001, long before the social media revolution took hold. They recently raised more than $2 million in just 24 hours on Indiegogo nearly 15 years later.

Our modern-day social influencers and creators are some of the most effective content marketers, the Viners, the Snapchat creators, the YouTubers of today create content 24/7 on multiple platforms, marketing their audience, their storytelling and production skills to brands who hire them to then create new content. 

Content Marketing is about providing valuable content that adds depth to your brand. The click and get society has more choices than ever before, so when they find something like they like, they want to go deeper and deeper into that topic. The brands (and artists, musicians, creators) that provide that library of valuable content experiences are the ones who have the ability to build deeper relationships with their consumers.

In the disruption of digital, it is your content that actually markets your services and we’re seeing more and more businesses are becoming more like artists by having the capabilities to create content at all different stages of acquisition and through retention.