Ever wonder how corporations like Proctor & Gamble and Disney managed to enter into the social scene and thrive? Well, they learned to embrace the art of content marketing.
A big part of my job involves content marketing.
Perhaps, I should add that to my resume, I know it will receive major brownie points on my current employment search. I’ve always been a writer, and a creative soul…so in a sense, the task came…dare I say it…naturally.
However, I am aware that everyone is not a writer. Nor is everyone a creative person…and that’s where I come in!
By the end of this post, you will have a better idea of what content marketing is, as well as what it is NOT.
So, what is content marketing?
Wikipedia defines it as the creation and sharing of content – social media, blogs, white papers, case studies etc. – in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.
Simply stated, content marketing is mastering the art of connecting and communicating with current and potential consumers without selling to them. Instead of pitching your products or services, strive instead to deliver information that makes your buyer more intelligent. The essence of this content strategy is the belief that if businesses deliver consistent, ongoing valuable information to buyers, they ultimately reward them with their business and loyalty.
Of course, content marketing requires a great deal of research, strategy and planning on the companies’ end. One thing that has helped me in the process was the creation of a content calendar. Not only have they helped me to keep our brand voice consistent, but it also helps me to get our messages across in a timely, entertaining yet knowledgable fashion.
The goal should be to get your audience to like you. If they like you, they are more likely to share your content (hello, brand ambassadors!) as well as become buyers of your product or service.
To effectively engage in content marketing, be sure that you are:
1. Creating relevant, quality content
2. Using the right language
3. Connecting with your target audience (as they say, everything is not for everybody)
4. Engaging in the right content platforms (blogs, facebook, twitter etc.)
Consumers are shying away from traditional advertising & marketing. However, you can still engage with your buyers by mastering the art of content marketing.
Below is an infographic that attests to the continued growth of content marketing.
What strategies do you incorporate into your content marketing strategy?