As content marketing continues to rise in popularity so, too, does the concept of the “content brand.”

What exactly is a content brand? In a nutshell, it’s exactly what it sounds like—a strategy that governs how your organization plans to position itself as a valuable content provider. The thinking is that, by gradually building a content brand, you can churn out more focused content and achieve better results.

This doesn’t sit well with me. Here’s why: in my experience, companies already spend considerable time, effort and money creating a corporate brand that truly reflects their vision, values and differentiators. The core messages articulated by that brand are the ones that, in my mind, should govern your content marketing efforts because, in essence, they already speak to the differentiated value you offer your customers, in a tone that already reflects your voice and manner.

Instead of over-complicating the concept of content marketing by creating a whole other brand—which, let’s face it, is the last thing this emerging marketing form needs—why not focus on the basics? Pull from your corporate brand to determine your content’s mission, vision, values, differentiators and ultimate goals. Everything you need to position your content should already be written. Why reinvent the wheel?

My two cents anyway. I’m open to opposition 🙂