One of the current buzz terms in the marketing arena is Content Marketing. Just what is Content Marketing?
Wikipedia defines Content Marketing as an umbrella term encompassing the creating or sharing of content for the purpose of engaging current and potential consumer bases. It says that Content Marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.
Okay, that’s all good, but why would anyone put time into marketing efforts that really don’t sell anything?
As Wikipedia says, the idea of sharing content as a means of persuading decision-making has driven content marketers to make their once-proprietary informational assets available to selected audiences. Alternatively, many content marketers choose to create new information and share it via any and all media. Content marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites or microsites, white papers, webcasts/webinars, or any of the other channels marketing professionals have at their fingertips.
The purpose of content marketing is not to spout the virtues of the marketer’s own products or services, but to inform target customers and prospects about key industry issues. The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.
So, as a business person, what does content marketing mean for you?
Information. Lots and lots of information. If you’re anything like me, your inbox is crammed full of offers for webinars, white papers, and online newsletters.
With so much information available, it’s hard to know where to begin and to whom to listen.
This is where your trusted business relationships come into play. Anyone can disseminate information but how many people really understand you and your business? True partners go beyond merely giving out information; they want to see you succeed and will be there to help ensure that you do.