Content Marketing

Content Marketing Definition

What is content marketing?

"Content marketing is the 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." 

If you're wondering – "what is the aim of content marketing?" – it is to turn strangers into customers by answering their questions and providing information that educates, inspires or entertains your audience. People are open and receptive to content stories that put their needs first.

The rules of content marketing are to deliver information in a format that is helpful, rather than promotional; objective and interesting, rather than a one-sided sales pitch – via the buyers preferred media, whether audio, video, visual, text etc.

While owning your own television station – like Red Bull – may be a stretch, the opportunity from content marketing is that it can actually be carried out at low cost, and achieve far better penetration than most traditional marketing channels because it is not intrusive and it empowers -- rather than disempowers -- people.

The socialisation of media, even the growth in user generated content, means that the degree of usefulness of the content is more important than the production quality (a platform that lets you make more use of user generated content is Livefyre).

People now think nothing of viewing video filmed on a small smartphone screen, so long as the information is valuable, relevant, informative – it needs to answer the questions customers are asking and solve the problems they experience.

Tools such as HubSpot, YouTube, MailChimp, Libsyn for podcasts, Facebook, LinkedIn, Twitter, content directories, traditional print newsletters, blogs and press release distribution wires mean that anybody can become a publisher.