This week we kick off with our first post on the topic of content Marketing. We endeavour to help you understand this topic and how important it will be for you and your online business moving forward. So let’s get right into it!
For businesses that leverage the power of the Internet in their marketing, which is basically most businesses today, content is all-important. Before your customers listen to your sales pitch or buy your products, they consume your content. Even major brands that have massive, loyal followings are investing their resources in content marketing. In fact, it is often the quality and relevance of their content that earned them their loyal following in the first place, even if they didn’t know what they were doing at the time!
So, what exactly is content marketing? Let’s define it first. You can find many definitions online, but here’s one from the Content Marketing Institute that sums up quite well what content marketing is about:
“Content marketing is a marketing 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.”
As the above quote says, the idea behind content marketing is to create and distribute content that engages your audience and leads them to take action.
Content is basically any kind of media online or offline. Content in a book is its many pages and the information contained there. A film’s content is the footage itself and the information it conveys. Content is no different when it comes to the Internet: it is the information you consume when you’re online.
We typically think of content as written, such as articles, blog posts, and reports. However, the definition is much broader than this. There is visual content in the form of photographs, images, infographics, graphs, and charts. Multimedia content includes videos, audios, interactive slideshows, and online presentations. Even social media posts such as Facebook updates and tweets are considered content. Online content is any kind of media distributed digitally on the Internet.
Content Is Not Promotional
There is a key difference between content and traditional marketing materials, and it’s essential that you grasp this difference, as it defines success or failure in content marketing. Content is not promotional. It isn’t like an advertisement that reaches out and grabs the customer, urging them to buy. Content marketing works in a much more subtle way.
Advertising legend David Ogilvy developed a high successful strategy of advertising under the radar. As consumers grew used to promotional messages, they began shutting them out. So he wrote ad copy disguised as editorials. These pieces read like news stories, informing the reader while also urging them to buy.
Today, we’re even more bombarded by marketing everywhere we go. The traditional approach to advertising doesn’t work anymore. Content marketing goes one step even further than Ogilvy’s cleverly disguised advertisements. It doesn’t try to promote or sell. Its only aim is to inform and help.
Your content informs, entertains, engages, helps, and/or answers the questions your customers have. All promotional or sales language is left out of it. The idea is that the customer will use and enjoy your content, which leads to building a relationship with them. Then, when they want what you have to offer, you’ll naturally be their first choice.
click here for the follow up article on content marketing
To Your Success