After a couple of years working with a niche product in the renewable energy sector, targeting B2B with base of the pyramid (BoP) solutions, I have noticed that all that I have been doing for years and more intensively during these last couple of years is now called: Content marketing… and… it is a buzz word (content is king).
Perhaps my testimonial here sounds naive, but at the time I have finished the university we were starting to see laptops here and there… internet was not a standardized item… what means that I am completely familiar with conventional marketing (if that’s how it should be called) and I cannot recall Kotler has ever mentioned anything about SEO in his Marketing bible. Nevertheless, the principals are still valid, independent on the channel: create, communicate and deliver value to a target at a profit.