As a marketer or business owner, you likely here the phrase ‘content marketing’ thrown around a great deal. We know that it’s somewhat of an ambiguous phrase so, what does content marketing actually mean?
Definitions of content marketing
There are a few different definitions of content marketing. The Content Marketing Institute (whom you’d assume would have a good grasp of what this type of marketing actually is), say that this method is a ‘strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience’.
Marketing Insider Group say that content marketing is focused on ‘delivering the content your audience is seeking’.
Marketo says that content marketing is all about ‘high-quality, valuable content [aiming] to attract, inform and engage and audience, while promoting the brand itself’.
So essentially, if we combine those three definitions, we can see that content marketing is all about creating high-quality content for a specific audience, with the underlying goal of promoting a brand or product and it works, let’s be honest you are here reading this.
Putting the ‘content’ in content marketing
When you think of content marketing, you likely think of text; blogs, emails, newsletters and other text-heavy types of communication. But content marketing involves a multitude of different types of content. Text is the most obvious, but images and videos are also heavily involved – in fact, 51.9% of marketing professionals globally say that video is the content format that offers the best ROI. So you can move away from the stereotype of content marketing as endless blog posts!
Then there are the types of content that merge two formats together. Infographics are a great combination of text and image. Explainer videos combine text and images to great effect. Gifs are also a very popular type of content, using still images combined to create a short, looping video (without sound).
Beyond content creation
There are many marketers out there who believe that content marketing begins and ends with content creation. This is wrong: you could create the most informative, engaging content in the world, but without the knowledge of how to leverage this content effectively, you may as well be posting excerpts from the phone book.
Content marketing is not just about the creation of the content itself (although high-quality content is a very important part of the process). You must also know how to use this content on social media, as well as how to use analytics to measure its successes and failures. You need to understand how content marketing affects SEO, how to use different content distribution channels, and how to leverage automation tools and insights that can help make the process less time-consuming.
One important thing to remember is that content marketing is here to stay.
Content marketing is a methodical approach which drives and complements a multitude of other marketing disciplines (from SEO to email marketing and everything in between). With 60% of marketers creating at least one piece of content every single day, can you really afford to be left behind? Get in touch with Adrac to find out how we can help you get your content marketing on track.