Wikipedia defines this as:
“Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, eBooks, infographics, case studies, how-to guides, Q&As, photos, etc.
Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering “consistent, on-going valuable information.”
I.e. it is to give the visitors a good experience whilst they are on your web site. Making them content – Happy! It is about Winning-UX!
Content marketing is becoming more popular because it is very effective and it works. But it will only work when it is done right with a continuously renewed content stream. By looking for resources outside of your normal content sources (be it guest writers, third party content, or tools) you can create rich targeted content that meets the results.
We remember the days when internet was just starting. Then it was about to give content but in a very different way. You crammed the web sites with as much information you could possible fit on one page with flashing gif’s and scrolling banners.
It was Content – Content – Content and more Content.
Today the content has a very different meaning. Now it gears up more toward giving your visitors an enjoyable user experience while they are on your web site.
- It is still about packaging up your expertise to help your prospects do their jobs more successfully.
- It is still about suppressing the product-flogging urge so you can talk with prospects about things they care about.
- Ultimately, it still puts buyers and their needs first, above the needs of the brand and its marketers.
You can also say that content marketing is about storytelling. With a great authentic story you can quickly get your customers attention. And you do that much better than with the old fashioned ‘shout-marketing’.
Since the meaning of content has changed, the definition is much much wider than it was before. Content in the online world, can be anything, from an article to a photo. Just as long as it holds relevance to readers, and it has the likelihood to be spread through social media.
I would be happy to know what you think of content marketing. What is your definition and how do you do it?