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What is Content Marketing and Why Should You Care?

 

For a long time now we have been talking about the virtues of having an online marketing strategy. At the core of our idea is the concept of Content Marketing - but what exactly does that mean?

Content Marketing uses carefully created content in a way that visitors to your website will find useful as a resource.

 

Content Marketing is a marketing philosophy that uses content as a way to attract and engage customers. Content - by definition - is the text, images, video and other items that resides on a web page. In essence, Content Marketing uses carefully created content in a way that visitors to your website will find useful as a resource. This content is also intended to help turn visitors into customers - and provide the means to turn those customers into rabid fans of your product or service. Ultimately, and if done correctly, your customers will then share your content with others helping to distribute your information virally.

 

Content Marketing sounds intriguing. How is it done?

 

The very nature of Content Marketing lends itself to open and honest dialogue from real people to real people. This means that it is not advisable to enter the Content Marketing space with a desire to manipulate others or the truth. Instead, it is critical to be as genuinely human as possible. It is only through being a real human that you will find people are willing to share your content with their own network of friends/family.

The most important part of any Content Marketing strategy is to have a core asset that you control. This asset is your website. It must contain helpful information and be updated frequently. By having as asset base that is functional and a good resource, you then have something to share with others when you enter the social media space. It is worth repeating, you are creating a resource, not a sales catalog.

Why Should I Bother?
93% of teens ages 12-17 and young adults ages 18-29 are online...

 

Consider this: the Millennials (also called the Y Generation) are generally viewed as the next big drivers of the consumer market. This block of between 73-110 million people - depending on who's counting - are more connected than ever before, spend more per person than other generations and are far more interested in what their peers are saying about a product/service than what advertising is saying. When you factor in a Pew Internet Project report which reveals that 93% of teens ages 12-17 go online, as do 93% of young adults ages 18-29, it's pretty easy to see where this huge block of potential customers will be living in future years. You think it's a good idea to miss out?

In our view, Content Marketing is the embodiment of good, honest and real communication - leading to good, honest and real marketing. Get your asset together, create a useful resource and be engaged. You will be happy you made the effort now rather than waiting for your competitors to be there first.

 

- Paul

 

 

 

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