What Is Content Marketing?
In a nutshell, content marketing is everything you do to communicate with your customers and prospects without actually selling to them. Instead of constantly pitching your products or services, you are delivering information that is useful to the customer. The essence of this kind of strategy is the belief that if we, as businesses, share consistent, ongoing valuable information with our readers they will reward us with their custom, and hopefully their loyalty.
Content Marketers understand that traditional marketing is far less effective than it used to be, and that there are better ways to approach the issue.
Consumers are no longer interested in traditional forms of marketing. They record programs and skip tv adverts, ignore most magazine advertising, and have become so focused at online “surfing” that they can take in all the information they need without paying any attention to banners or buttons.
But what is 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”. (Content Marketing Institute)
In short – content marketing’s purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing consumer behaviour. It is an ongoing process that is best integrated into your overall marketing strategy
Content marketing is used by some of the largest organisations in the world. However it is also being adopted by small businesses and one-person shops. Why? Because it can be relatively easy to implement with a bit of thought and effort, and most importantly, it works!
The bottom line is – any form of marketing is now impossible without great content
Regardless of what marketing tactics you use, quality content should be at the core of everything you do.
- Social media is impossible without first creating engaging, useful content
- SEO: Traditional tactics are now punished by Google – instead they reward businesses that publish quality, consistent content
- PPC: For PPC to be effective you need great content behind it
- Inbound links: great content is key to encouraging other sites to link to yours
Are you just "selling" to your potential clients? Do you have a content strategy?
Would you like to find out more?