The Content Marketing Institute, which is an online resource for information on everything marketing related, defines content marketing as…..
“Content marketing is a marketing technique 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.”
Reading the quote above is all very well, but what does it actually mean in real terms? The keyword in the quote is ‘valuable’. Content marketing is all about your customer – it’s about creating articles that your customer needs and wants….helpful and informative that your audience will value, something that they will engage with. The aim of this content may be to generate more sales or just about informing and educating.
It’s all about getting the right content to the right people at the right time….and for the right reasons.
Right content – if the content you are putting out there isn’t right, and by right I mean useful or relevant information, then people won’t read it.
Right people – putting information out there randomly won’t reach the right people – you need to know who your audience are and where to find them.
Right time – how can you know when the right time to put out content is, if you don’t understand your customers or potential customers’ needs and questions? It’s important to understand your audience.
Right reasons – within your business plan, you will have added measurable goals – these are your reasons for producing and sharing content. Focussing on engaging an audience alone isn’t enough, you need to know your content will produce results.
By looking at what you’re planning, marketing-wise for next year, or looking at what you’re trying to achieve for this year, as well as having a close look at what works for your business and what works for your competitors, I can help you decide what your customers may want and need….and therefore produce timely, valuable content. Content marketing takes a considerable amount of time, effort and information, but in creating something worthwhile and valuable to your customers, it will encourage them to buy from you or use your services. It is a great marketing tool that has been proven to work…..so why wouldn’t you want to use it?
Images courtesy of 1) David Castillo Domenici 2) Danilo Rizzuti at FreeDigitalPhotos.net