The world of marketing is full of buzzwords. It seems like every week there is a new strategy or technique that will revolutionize your brand. Which makes sense given the marketing industry is built upon the idea of reinventing and revolutionizing brands. Makes sense we constantly rebrand our services to give them that fresh new-car smell.
Content marketing is one of those buzzwords and, as this infographic from CMI shows, is not anything new. Rather it exploded in popularity given the reduced costs of publishing and distributing media. Which is good news for smaller brands and businesses that don’t have the resources to produce content on large scales.
What is Content Marketing?
The Content Marketing Institute’s definition of content marketing is
“Creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience.”
In short, content marketing is the idea of marketing your company and brand through owned media. That is, producing content for platforms you own as opposed to buying ad spots in publications, on websites, on T.V. etc.
Content marketing takes your web site, your social media and any other platform you own and turns it into a place consumers go to and come back to for content.
Content Marketing vs. Traditional Marketing
The media landscape is shifting fast. Print is tailing off, DVRs let people skip commercials and ad blocking software and plug-ins make it easier for consumers to ignore many online ads. Not only that, but ask yourself when the last time a commercial on T.V. or an ad in a magazine had any impact on you. When was the last time you clicked on banner ad? The writing is on the wall. Disruptive advertising is on the way out as the dominate form of advertising.
From this standpoint content marketing makes sense. The internet not only gives consumers a greater choice in what products they consume but a greater choice in what content they consume. And the denizens of the internet are picky. Very picky. Just like products, they look for content that is useful and relevant to them. If you produce content relevant to your consumers it is likely they will not only consume the content but your products as well.
Why is Content Marketing Important?
There’s a reason brands like John Deere, Michelin and Jell-O started producing content for their consumers in the early 1900’s. They did it because it works. And, in the words of LeVar Burton, you don’t have to take my word for it. Here are some statistics to back up the claim.
Numbers aside, the true power of content marketing lies in the ability to exert a greater control of your message and position in your market. It allows you refine your story, develop a devoted audience and, through online means, do it on a budget.
As disruptive advertising becomes less dominant content marketing will be there to fill the void. It is imperative you and your company understand the ins and outs of a good content marketing strategy.
A content marketing strategy can be very complex and expansive or it can be very simple and limited. It really depends on your specific goals and budget. However there are some factors that every content strategy needs to take into account.
There are four major pillars to any content marketing strategy. Your audience, your story, your distribution and your goals. These are the four things you need to think about when developing your strategy.
Over the next few weeks Holony Media will examine these factors and hopefully get you started producing content for your audience.
“Content Marketing Landscape” by Olivier Carré-Delisle on Flickr.