What is content marketing?
I like this definition from the Content Marketing Institute:
“Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
This means that instead of just pitching your product, you deliver information related to your product that helps your audience. That makes them smarter. This creates a relationship based on loyalty and trust. The foundation of a solid brand.
Why is content marketing important?
Consumers are shutting out the old world of advertising. We watch less TV. We get our fix of series on Netflix or download TV shows. Ad Blockers are among the most favorite apps for the iPhone and are hugely popular on PC’s too. Traditional marketing is becoming less effective by the day. And for good reason. We all hate being interrupted by something that does not interest us. And now we have the choice to skip it. The age of interruptive advertising is coming to an end.
You need to evolve!
There is a better way. The content marketing way. Many brands have been doing this for years. Check out the video below to illustrate this point:
The big difference is that because of the rise of digital channels like Facebook, WordPress, Twitter etc. it has become a lot cheaper to do this. it is so much easier for (smaller) companies to create a channel and start sharing great content with their audience. Content Marketing is not the future; it is today!
“Content Marketing is not the future; it is today!”
Content Marketing requires a radically different mindset compared to ‘traditional’ advertising. Instead of pushing your message you have to get to know your audience(s), their preferences and/or problems and creative about how you can help them through great content. It is important to start seeing marketing as a 2 way street. Your marketing efforts are not about you or your product. They are about the customer and how you can help them. Your goal should be that all your ‘advertising’ is so interesting that it is not considered advertising.
A different approach
This will impact your organization and requires a whole new strategy. You need a different team because you’re becoming more like a publisher and less like a ‘marketing department.’ You should be open to directly engage your audience. Your learning and improvement should also be continuous. Even the way you measure success will change. You can see that this changes a lot. But this will make you more dynamic, flexible and in the long run more successful.
It is the only way to build a long term successful brand. So what are you waiting for?