If you are a digital marketer like me then you are also hearing a lot now a days about content marketing.I was planning to write few posts on content marketing and this is the first one in the series.
Contrary to what many people proclaim, Content Marketing is nothing new. In one form or another Content Marketing has been around since last 100 years. The only thing which has changed is the rise of a marketing tool known as Internet which has magnified the reach and effects of Content Marketing.
Let’s have a look at various definitions of content marketing :
Content Marketing Institute: Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Copyblogger : Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.
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Now as it’s clear from the above definitions content marketing is defined as creation of content in the form of ebooks, whitepapers, video, webinars etc in order to attract prospects and converting these prospects into visitors. Giving ebooks, webinars and other forms of content for free is not a new technique and this has now become one of the foundations of Internet Marketing.
Content Marketing has certain advantages over other forms of marketing. By providing useful content to your customers on a regular basis you can establish yourself as an authority in their eyes, build relationships with them and ultimately gain their trust.
All experienced marketers know that one time meetings or events rarely convert prospects into sales in a similar way just one time content is not going to help you. You need to create content and distribute it free on a regular basis in order to succeed with content marketing.
There is a well kept secret of advertising. Copywriters and advertisers have discovered this a long time ago, that if your ad reads like an editorial column and it provides users information then it will not be seen as an advertisement. Instead this kind of content is considered as a piece of advice. This is the main feature of content marketing.
Your content must be interesting, informative and helpful for your users. The problem with many businesses is that traditional marketing departments are not trained for content production. Companies have started producing content but most of the times it’s just in the form of Blog. Although blogging is an important part of any content marketing strategy and in my earlier post I’ve written about the benefits of blogging. But in order to succeed with content marketing you need to publish your content in other forms also.
In my next post I will focus on various content marketing strategies so if you want me to focus on any particular strategy then please tell me in comments.