What is Content Marketing?
If You’re Not Content Marketing, You’re Not Marketing
It goes by many names:
Perhaps nothing says it better than content – But what exactly is content marketing?
Content marketing is the technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
And they do. Content marketing is being used by some of the greatest marketing organisations in the world, including P&G, Microsoft and Cisco Systems. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.
Consumers have simply shut off the traditional world of marketing. They skip television advertising, simply ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant). Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way. Thought leaders and marketing experts from around the world, including the likes of Seth Godin and hundreds of the leading thinkers in marketing have concluded that content marketing isn’t just the future, it’s the present.
Marketing Is Impossible Without Great Content
Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day. Good content marketing makes a person stop… read… think… behave… differently.
According to the Roper Public Affairs, 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions. Think of this – what if your customer looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it?
Yes, you really can create marketing that is anticipated and truly makes a connection! You can develop and execute “sales” messages that are needed, even requested, by your customers. Content marketing is a far cry from the interruptions we are bombarded with every minute of every day. Now that is marketing for the present and the future.
Is this for you?
Have you the resources to make this happen? have you the content? Of course you have, things happen every day in your industry, your company and these are stories or insights that you can share with your clients and prospective clients.