So what is content marketing? We believe that content marketing is all about telling a story, and that it can be both offline and online – although online content marketing tends to get all the attention these days!
Online, content marketing takes many forms from viral videos to eBooks, social media campaigns to infographics. It can also be successfully leveraged to drive an audience from offline to online and vice versa – for example, using social media to drive awareness to an offline event.
The definition according to the Content Marketing Institute is;
…a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.
So, in a nut shell, it is building a strong relationship with your target audience via a long term strategy through delivering high quality, relevant content on a consistent basis. In turn, this helps to build a level of loyalty to incline your target audience to purchase your product over a competitor’s.
Delivering a relevant message is vital in content marketing – it needs to be content that your target audience will care about, as this in turn shows that you care about them. In a world full of messages – noise and clutter – your content needs to cut through. Having a clear content marketing goal, and giving people what they want, is critical.
Content Marketing in 2017
Keeping up with content marketing and its ever changing landscape can be difficult, and interestingly the definition of what is content marketing is also evolving. In fact, according to recent studies in the UK by Zazzle, “less than 10% of those [marketing decision makers] surveyed were definitely sure how to implement content marketing”.
Content Marketing trends for 2017
So what is content marketing? Developing engaging content in a variety of forms that is then disseminated to your target audience through various on and offline channels.