Do You Know What Content Marketing Is?
Do You Know What Content Marketing Is?
Do You Know What Content Marketing Is?
A lot of times when I am introducing myself to a new a group of people, I explain that my company does content marketing and strategy for businesses, which includes writing and editing. Usually, I see more than a few people who look sort of mystified by this. So, I thought I would write a little bit about what content marketing is and the benefits it can provide for businesses.
Content Marketing Is...
It is an inbound marketing technique that involves creating and distributing relevant and valuable content to attract, acquire, and engage your target audience. The objective of this is to drive customers to your website and act. It is the art of communicating with your customers and prospects without really selling. Instead of pitching your products or services, you are delivering information that helps your customers in some way, making them more informed.
It includes all marketing formats that involve the creation or sharing of materials to engage potential prospects or current consumers, such as:
* Website content
* Custom magazines
* Blogs
* Case studies
* Press releases
* Print or online newsletters
* White papers
* Webcasts/Webinars
* Podcasts
* Videos
* Roadshows
* Roundtables
* E-mail blasts
* Social media, such as Twitter and Facebook
* PowerPoint presentations
* Article marketing
Joe Pulizzi, Junta42, a content marketing guru, argues: "All companies, no matter what the size, must start to think more like publishers than ever before. Consumer behavior has changed drastically over the past few years. Customers are now more accepting of content from 'non-media' sites and the barriers to publishing are now non-existent."
* Six in 10 marketers plan on spending more on content marketing in 2010.
* Content Marketing spending comprises 33% of the total marketing budget (up 11% from 2008).
* Smaller companies spend more than two times that of larger companies on content marketing.
* Three-quarters of marketers are leveraging their content through social media channels, such as Facebook and Twitter.
* More than six in 10 marketers are using both blogs and e-newsletters.*
I'm Not in the Content Business
When we talk about content marketing, a lot of business owners respond: "I'm not in the content business," or "I'm not a writer." Maybe that's true, but you are an expert in your particular field, and creating materials that are of interest to your customers is a great way to let the world know that. If you're in business, no matter what it is, you're now in the information business because customers are searching for information on the products and services that you offer. If a competitor has a bigger online footprint with more of the information customers are seeking - they are going to get the customers. Solidus has worked with large range of companies that are "not in the content business," including a plumber, a martial arts school, an appraisal company, and a veterinary clinic.
Consumers Prefer Content to Ads
* 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.
* 70% say content marketing makes them feel closer to the sponsoring company.
* 60% say that company content helps them make better product decisions.**
Are you in the content business? If you're not, you should be.
* Source: Junta42, 2010 Content Marketing Spending Survey, a survey of 259 marketing professionals http://www.junta42.com/resources/content-
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