Financially Responsible Marketing

Defining Content Marketing

Posted by on Feb 23, 2012

Content Marketing is a blanket term used to describe a vast array of newer marketing techniques that are used in today’s constantly changing digital world.  But what really constitutes Content Marketing?  How does it differ from traditional marketing and how is it best put into practice?

It is a common assumption that Content Marketing is synonymous with copywriting, and whilst sharp writing is certainly a key component of effective Content Marketing, it is a much more meaningful way to communicate with consumers.  When trying to determine the various aspects of Content Marketing, keep in mind these three areas:

Convey valuable information

  • Content Marketing involves the creation and sharing of content in order to engage current and potential consumer bases through a variety of media outlets.  By creating a valued source of information, existing and potential consumers gain insight into your company – viewing you as experts in the field – which in turn builds trust and creates customer loyalty.  The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.

Be creative and engaging

  • By tapping into the media platforms your customers enjoy consulting, Content Marketing allows your messages to be viewed as valued sources of help and not advertisements.  Content Marketing platforms should be entertaining and informative to your customer, allowing the education process to be engaging and something your audience can get involved in.  Content Marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites, micro-sites, white  papers, webcasts/webinars, podcasts, video portals or series, round tables, emails or events.

Be consistent and up to date

  • In order to reap the benefits of an effective Content Marketing campaign, information cannot remain stagnant.  One of the main reasons Content Marketing is so effective is that it continuously inspires the audience to return to the source of information thereby retaining reader attention and driving profitable consumer action.  By including industry news, updated data, informative stories about emerging developments and examples of successfully executed projects in the industry, your Content Marketing platform will establish your company as trusted experts and create a loyal following.

An effective content marketing program can take some time to produce, but the results will be beneficial; helping you to secure new business, drive sales and improve customer retention.  If you are interested in exploring how content marketing can work for your business, then let us share the burden and build a custom content marketing program for your company.