Content Marketing Defined

Dec 19, 2016 by

Content Marketing Defined

The word content has become ubiquitous as of late. I can remember a time, and I suppose I’m dating myself, when I only heard or read that word as it related to what was inside of a box. The contents of a cereal or Lego box were mysterious and magical to my child mind, and hearing the word content(s) gave me little kid chills.

The same happens today when I discuss web content and content marketing with clients. I get big kid chills because I know how magical, and yes, sometimes mysterious, creating and marketing content online can be. If done right, content marketing can be a highly effective way to reach a target market and present your brand as a thought leader within your industry.

In order to find out what content marketing is, let’s first discuss what it’s not. Content marketing is NOT in any way shape or form SELLING. Do NOT write an article about how awesome your weed whacker is and then mass distribute it and wait for those masses to come running with grateful arms extended.

Content Marketing is also NOT badmouthing your competitor’s products or services.

Content marketing is NOT making stuff up, stretching the truth, or blatantly lying in an effort to get people to head on over to your site.

So what is it then?

Content marketing is the creation of valuable information in exchange for a person’s valuable time. It is engaging, educational and effective, and it is a way to have potential customers get to know your company.

There are many forms of content that you can create: blog posts, articles, white papers, pod casts, videos, newsletters, et al. The winning component behind all of these options is to actually deliver value within that content. Do not sell – rather GIVE something. Something real, vital, important that can actually enrich your market’s life in some way.

Here are some quick statistics to give you an idea of the effectiveness of Content Marketing according to a Roper Public Affairs report:

  • 80% of business decision makers prefer to get information through a series of articles rather than through an advertisement.
  • 70% say Content Marketing makes them feel more of a connection to the sponsoring company.
  • 60% say company content helps them make more informed product decisions.

Whichever marketing strategy you use or channel you deliver your message through, keep in mind the most important thing in content marketing is to engage and educate your customers. In turn they will look to you as a trusted source of information and a name brand they choose to give their sale to.

What do you think? In your experience, are you more likely buy a product or service from a company whose content educated you on a particular topic?


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