In his book “Welcome to the Funnel: Proven Tactics to Turn your Social and Content Marketing up to 11”, Jason Miller announces the “death of the one-dimensional marketer.” He explains that nowadays in the B2B business, marketers are to reinvent themselves into what he calls “Renaissance Marketers.” These are modern “hybrid marketers” who are competent in all the elements that make up an integrated marketing strategy: social, content, email, SEO, and analytics.
« Today’s successful marketers aren’t just good at one thing; we are hybrid marketers. We don’t specialize in social media, email marketing or direct mail. Instead, we integrate all the old and new marketing channels into one overall marketing strategy. We are, you may say Renaissance Marketers. »
– Jason A. Miller
Jason Miller presents his concept of the “Big Rock” as a basis for a successful content strategy. This concept entails creating a substantial piece of content – the “Big Rock” – on a certain topic or issue and then repurpose it into small rocks to fuel the conversation and drive through the campaign. To illustrate this concept, Jason makes reference to Rebecca Lieb’s “Thanksgiving analogy”: reuse content just as leftover turkey is being sliced and diced and reused in other palatable recipes.