But you still haven’t told me what content marketing actually is!
Sorry. While there are hundreds of definitions of content marketing around, our favourite is this oft-cited gem from the Content Marketing Institute:
““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.”
A great explanation which is itself a great example of content marketing! The CMI gives me the reader valuable content. In turn I come to view them as the authority on the subject, going back to them time and again for more information, as well as to download their podcasts and eBooks and book tickets to their events.
This is the crux of good content marketing – eventually your customers will be wanting to make a purchasing decision and they’ll already have loyalty to you.
Try this real quick:
Remove the ‘relevant’ and ‘valuable’ from the above description. That’s the difference between content marketing and all the other crap you get sent by companies. People send us content all the time – it’s just that most of it isn’t relevant or valuable.
Marketing guru Neil Patel expands on the CMI’s explanation: “It means that content marketing is a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis”
Instead of pitching your brand in boring traditional ads, you create strong, useful content that you think will appeal to your target demographic and use that as a platform to get people interested in your brand. You don’t even have to mention your product (and as we’ll discuss – it’s usually better if you don’t).
So don’t pitch, persuade. Anything else?
Just one thing. Content marketing shouldn’t be kept separate from your SEO, your social media, your traditional ads. It should be a part of your process – with quality content forming the basis of everything you do.