What the Michelin brothers did 113 years ago has finally reached the shores of Norway.

For the last couple of years the Norwegian marketing industry has been flooded with self proclaimed social media experts, social media conferences and agencies claiming to know everything about anything in the social media bubble.

As the years has flown by, the market has thankfully matured. Most brands has gone from chasing likes to actually managing and nurturing their social audience. Most social media pirates.. eh.. experts start to be exposed and the water gets calmer — a new storm stirs up.

The wave is called content marketing, and judging by the discussions in the Norwegian market the last months — it’s a big one.

The funny thing is this: Content marketing is nothing new at all. It’s been around for hundreds of years. 100 years ago, the Michelin brothers made the Michelin guide to inspire people to drive more (to wear down their tires faster), 50 years ago Guinness made the Guinness book of records to give people more to talk about in bars (while drinking Guinness of course). The list goes on and on and on.

The only positive thing about this new wave is that it focuses on the most important thing in marketing: Good content, great stories.

But do we really need a new hype right now? Do we need new fancy titles, specialized agencies and big conferences? Can’t we just focus on the one thing we always should — helping our customers communicate better and make more money? Let’s help them build communites, create stories with their audience and add value to their lives.

Sometimes that’s done on a screen, sometimes it’s a poster on the tube and sometimes it’s a piece in the newspaper.

What connects them all is great content. Which has been the case for hundreds of years.

Bring you surfboards everybody. The wave is coming.

In Oslo thursday? RSVP to our event to and join the discussion.

Thomas Moen

Hjelper små bedrifter å lykkes med markedsføring.

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