The Content Marketing Institute defines content marketing as,
“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.”
What counts as content?
Content can take the form of:
- Creative ads
- And much more
What is content marketing?
As the digital world evolves, marketing goes with it. Content marketing has been with us for over 300 years, but the methods used today differ greatly from the ones used previously.
The concept remains: you create “valuable, relevant” content that attracts an audience, which in turns increases sales. The only difference is the medium: the evolution from paper to pixels.
A great example of this is “The Furrow,” an early piece of content sent for free to potential customers:
This piece of content was used to attract attention: content’s primary purpose.
I’m sure you’ve heard the phrase: Content is king. This 1996 Bill Gates essay is where it came from.
What content marketing is not
It is not promotional advertising. This means that content marketing presents a piece of engaging content, which isn’t solely about selling your product. Content doesn’t emphasize how great your product is or focus on your product at the center. Content marketing is about the content, not about your product or service.
One of the ideas to keep in mind when implementing this strategy is the 80/20 rule. What this means is 80% of your content should focus on educating your audience, and 20% should focus on selling your product or service.
It’s alright to sell in your content, but don’t make it annoying. Your audience is still in the attraction phase of the conversion process, so you don’t want to push them with conversion process procedures.
When it comes to marketing, content is an important aspect. These days, content marketing is ubiquitous, from ads to movies to books. Content is about attraction, and attraction brings customers through the first layer of your conversion funnel, which is a very important step. Lastly, the 80/20 rule helps content creators make good content, focusing less on pushing the product, and more on getting people to want to read, see, watch more.
Contact us at 281-764-1866 or email us at firstname.lastname@example.org to ask us how we can help you with your content needs!