What is Content Marketing?
“Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty. 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, podcasts, video portals or series, in-person road shows, roundtables, interactive online, email, events. The purpose of this information 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, sometimes involving the marketer’s products. 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.” – Wikipedia
“Have you ever picked up a company’s brochure or flyer? Watched an infomercial or a shopping channel on television? Ordered a product DVD explaining the benefits of a new mattress or a vacation destination? Leafed through a company newsletter? Read the little comic strip in a packet of Bazooka bubble gum? All these are a few (but by no means an exhaustive list) of the ways companies use content to market their products and services to customers and to prospective buyers. Content marketing, in other words, is nothing new. Companies having been creating and distributing content for many years, both to attract new business and to retain existing customers. However, here’s the point of differentiation from more traditional forms of marketing and advertising: Using content to sell isn’t selling, or sales-ey. It isn’t advertising. It isn’t push marketing, in which messages are sprayed out at groups of consumers. Rather, it’s a pull strategy—it’s the marketing of attraction. It’s being there when consumers need you and seek you out with relevant, educational, helpful, compelling, engaging, and sometimes entertaining information.” – Rebecca Lieb, author of Content Marketing: Think Like a Publisher – How to Use Content to Market Online and in Social Media
“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.” – Joe Pulizzi – Content Marketing Institute, author of Get Content, Get Customers
“Content Marketing provides consumers with useful information to aid purchase decisions, improve product usage and entertain them while achieving organizational goals without being overtly promotional. Content marketing’s major attributes are:
1. Embodies an organization’s core brand elements.
2. Uses a variety of media formats such as text, video, photographs, audio, presentations, eBooks and infographics to tell your brand or company’s story.
3. Can be read on a variety of devices including computers, tablets, smartphones and others.
4. Is distributed via owned, third party and social media platforms.
5. Provides measurable results through the use of appropriate calls-to-action and promotional codes.” – Heidi Cohen, Riverside Marketing Strategies
What Is Content Marketing?
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