The day of being able to bombard customers with messages, hoping to convince them that they need to buy your product, is quickly passing. Efforts focused on traditional marketing — marketing that interrupts the day of the consumer — are being shifted to content marketing.
So it’s likely that you’ve heard about content marketing. But do you know what it really means?
Here’s my quick dive on content marketing:
What is content marketing?
The Content Marketing Institute explains:
“Content marketing is a strategic marketing approach focused 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 is diverse. It’s applicable to the other arms of marketing, but also stands on its own. Your social media builds off your content strategy. Your content boosts your SEO. Great PR leverages great content. And without great content, inbound marketing is nearly impossible.
How is content marketing different than traditional?
It never ends. Well does good marketing ever end? No. But content marketing really never ends.
It’s an ongoing process that doesn’t typically have quick results. Great content marketing relies on the slow process of educating and building trust.
However, content marketing is still part of marketing. It works best when integrated with the same goals and general messaging as your overall marketing campaign. A key difference between the two is that content marketing uses the power of owned media versus traditional marketing usually takes place in paid media.
What makes great content marketing?
Great content educates. It doesn’t sell, it doesn’t convince, it simply provides tools. Content marketing works best for companies that can effectively educate their customers on why their product has unique value.
The Content Marketing Institute also says
“Good content marketing makes a person stop … read … think … behave … differently.”
If you’re going to be in the world of marketing, understanding the importance of great content marketing is a must. 91% of B2B and 86% of B2C marketers use content marketing and 68% of consumers spend time reading content from a brand they’re interested in.