Action Content is a phrase that I coined, even registered it as a hashtag with tagdef.com. I define Action Content as, “The type of content that drives people to action, either by purchasing something or moving forward along some positive path.”
The purpose of marketing is to sell more stuff to more people, more often and achieving those results more efficiently. Content marketing is a hot new phrase in today’s marketing world, but in fact it is been a part of marketing for quite some time. PR legend, David Ogilvy, was touting quality content in marketing several decades ago. “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” – David Ogilvy
Is the Term “Action Content” Redundant?
While more and more is written about content marketing, what it is and how to generate more of it, we cannot lose sight of WHY we are marketing in the first place: To impel action, usually a sale. That may be a product, a service or even an idea. Most purists will say, “Well, that is what ‘Content Marketing’ alraedy means and insists upon.” But I have seen many people redefine terms throughout history. Take the word, “Liberal”. What it meant in 1776 and what it means today in 2013 are two completely different concepts. So, now we have to clarify which one we mean by utilizing the term “Classic Liberal” to signify how it was defined hundreds of years ago by our Forefathers.
Action Content also directs us to how that type of content is employed by showing action or through examples, not by classification, comparison or by describing it by its characteristics. In other words, we do not to market our wares or services by writing about what it is or by using the classic marketing tool of Positioning. Action Content not only utilizes action, but more importantly, inspires action within our target audience. This could be to inspire a purchase, to download a free report, give up their email or to make a donation to a cause.
Marketing has a purpose, and Action Content defines the type of content you should engaging in to inspire positive motion in those that you market your products, services, ideas or causes towards.