What Is Content Marketing?
Useful content should be at the core of your marketing. Consumers no longer have any interest in the traditional world of marketing. They have a DVR to skip television advertising (which acts as a nuisance more often that not, choose to ignore magazine advertising & now that we have become experts at online surfing, people can ignore online banners altogether (reducing them to be irrelevant).
Enter Content Marketing. A question to our audience:
What can be defined as ‘content marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
The main intention of content marketing is to draw attention of other future potential customers by creating and curating relevant and valuable content with the intention of influencing customers into buying/ becoming loyal customers of said product. Content marketing is an ongoing process that can be integrated into the overall marketing strategy.
To put it more lucidly, content marketing is the art of communicating with future and current customers, without directly selling said product to them. It is an indirect method of influencing customers into being loyal customers and maintain a following for the future. It is non-stop, non- interruption marketing. Instead of pitching your products directly to the customer, you are delivering information that will enhance the buyer’s intelligence allowing him to make an informed choice. The crux of content strategy is that belief that if businesses choose to deliver consistent, ongoing valuable information to customers and hopefully they would reward businesses with their loyalty.
Content marketing is currently being used by some of the biggest marketing companies such as P&G, Microsoft, Cisco System & John Deere. It is also developed and executed by small businesses because of the immense potential that it holds.
Marketing is impossible without great content:
Irrespective of what type of marketing tactics one uses, content marketing should be part of the marketing tactics you use. It should a part of the process, not something separate. Quality content is part of all forms of marketing:
- Social Media Marketing Strategy: Content marketing strategy comes before your social media strategy.
- SEO: Search engines reward businesses that publish quality, consistent content.
- PR: Successful PR strategies address issues readers care about, not their business.
- PPC: For PPC to work, you need great content behind it.
- Inbound marketing: Content is key to driving inbound traffic and leads.
- Content strategy: Content strategy is part of most content marketing strategies.
Content is the present – and future – of marketing:
Multinational and start-ups are always sending us information, all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). This is what sets content marketing apart and makes it intriguing in today’s environment of thousands of marketing messages per person per day. Good content marketing makes a person stop a person in his/ her track, forces him to read… Think and behave differently.
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.