How would you answer “What is Content Marketing?”
After reading this post, please share your thoughts in a comment.
As I scour the internet for information on how to improve digital marketing skills including content marketing, I try to provide information to help Digital Marketing Managers meet their objectives efficiently and effectively as well as provide information on how to create superior experiences for their target audiences.
Before my search, I already knew CONTENT IS KING!
What is Content Marketing?
Before this post, I had a basic understanding, but the goal in this post is to create a definition of Content Marketing for all marketing professionals to use.
Thanks for our friends at Onalytica, they did some research and collected many responses to develop a list of the Top 25 Content Marketing Influences located at Slideshare.
Who better to answer “What is Content Marketing?” then the top influencers of content marketing?
Here are the Top Content Marketers Thoughts on “What is Content Marketing?”
According to Joe Pulizzi at the Content Marketing Institute, content marketing is owning, as opposed to renting, media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance consumer behavior.
In his The One Best Thing Some of the Best Content Marketers Forgot, Jeff Bullas refers to content marketing as the result of the successful intersection of search engines, social media, email, content and blogging. Done well it is a multidisciplinary approach to the challenge of making your content as visible to as many people as possible in the shortest amount of time. It doesn’t matter whether you are a blogger, corporate marketer or a small business.
From Michael Brenner’s 9 Questions On Content Marketing Q&A, he states that the most effective content is that which best meets the needs of the audience. List posts and “How to” articles go a long way to building this kind of credibility but they aren’t enough. This kind of content needs to be balanced with deeper thought leadership that also inspires our customers to think differently about the challenges they face. He goes on to say the golden rule of content marketing is that it has to put the needs of the customers first and then the business results will be earned through trust and value already provided.
During an interview, Doug Kessler of Velocity Partners explains what makes up great content. A brand creates great content from a variety of media that contains a point of view on it’s market. The content takes on issues that it’s audience cares about and puts a new spin on it, the brand puts some effort into producing special content. Great content is ambitious and confidant. As a content producer you need to find your sweet spot which is the overlap between what a content producer is an expert at and what the audience cares most about.
Ann Handley is “waging a war on writing mediocrity in 2014.” In her New Year, New You: 3 Things Every Marketer Should Be Doing in 2014 article, Ann stats ” I’m not talking about adhering to the rules of grammar; I’m talking about upping the importance you place on what you say, and how you say it. As a cornerstone of good writing (along with other things!), voice and tone are hugely undervalued in content and social media. Together, they constitute the secret sauce of great content, and I expect that more companies will pay attention to both in 2014.
According to Brian Clark’s Copyblogger, content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you are educating people, so that they know, like, and trust you enough to do business with you.
After looking at what the top influencers think about Content Marketing, the common elements are producing authoritative pieces that educates their target audience and meets their needs.
When you prepare a piece of content marketing, ask yourself the following questions:
- Does it show that I am an authority or expert on the subject?
- Is it creative?
- Does it inspire OR is it motivational?
- Does it answer my target audiences questions OR does it fulfill my target audiences need?
If you answer YES to all of these questions, you have a piece of great content marketing.