Content marketing is, after all, a means of marketing. Content marketers draw and develop the larger story that our organization wants to tell, and focus on ways to engage an audience, using content so that it changes or enhances a behavior — something CMI has always stressed in our definition of content marketing:
“Content marketing is a 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.”
So at its heart, content marketing is a marketing strategy — an approach that uses content to deepen our relationship with customers.
Content strategy, on the other hand, delves deeper into the “creation, publication, and governance of useful, usable content.” It seeks (in my words) to manage content as a strategic asset across the entirety of the organization. In fact, on his website, content strategist Scott Abel wonderfully states it as one of his company’s main missions: “Your content is your most valuable business asset. Let us show you how to manage it efficiently and effectively.”
It's easy to get confused by the two terms, content marketing and content strategy. They are, in fact, two very distinct disciplines. But the fact is, these will remain entwined in muddy waters since the way content strategy and content marketing interact varies dramatically from one company to another.
The media and marketing landscape is rapidly changing. Brands are becoming publishers.
This is an excellent post by Joe Pulizzi of Content Marketing Institute. It serves to illustrate that people are not afraid of complexity in content. They are looking for compelling information - stories - and they want to be in control of how they access that content. Light, mediocre content is ignored. Rich information is embraced.
The Kevin Spacey video is priceless. He does an excellent job of illustrating how the House of Cards experiment on Netflix demonstrates this, and that content marketing professionals need to pay attention to what consumers really want.
There are fascinating people who have amazing ideas all around the globe. It makes sense to learn from (and make use of) the thoughts of others. Try out these 8 favorite remarkable (and stolen) con...
Ah yes, content curation at its finest! This is a fun post from CMI about gathering (aka stealing) great ideas from content experts all around the world. I think we all do this, and it's a good thing. The world of content marketing is a great big brew of ideas, strategies and innovative methodologies, and we can all learn from one another.
What's so new about content marketing? The "nothing new here" brigade has a point: Content has always been an important part of many marketing plans (generally the better ones). But clearly, someth...
I enjoyed this post. It helps to make sense of the fact that content marketing is both old and new.
It's true that people have been marketing with content of various kinds for eons. But the tools, strategies and innovative techniques available to us today are light years beyond the methodologies of only a few years ago. And best of all, you can see and measure results like never before. It's an inspiring and exciting time to be a marketer!
A target market is deliberately exclusive. That niche focus can compel consumers to identify with your brand. It's what gives you insight to speak to them so clearly. Find that niche focus to boost...
I fell in love with this post immediately. Tom Fishburned had me with the title and sealed the deal with the story about targeting people willing to get tattoos. LOVE it. Are you marketing to the masses or reaching out to a targeted niche that really wants what you have to offer?
The end of last year saw Forbes comment that “brand marketers who develop focused content plans with clear objectives in 2013 will reap the rewards that content marketing can deliver for many years to come”.
Awesome coverage of several successful approaches to content marketing - all wildly different from each other.
About six months ago, Google’s head of search spam, Matt Cutts, made a comment in a Google forum thread that links within press releases won’t “benefit your rankings.” Since then, we showed one case where Google not only discovers the links within...
Oh my - I've been studying this very topic, as I have been getting SEO results from press releases for years, and I wanted to know if the party was over due to the Party Pooper Penguin. Read on and see what you think based on Search Engine Land's testing.
Learn why your beautiful website might not be as great as you think. (At the end of the day, good design can't hide bad content.
Nice tip from this article: Read your blog post out loud before publishing. If you could say it face-to-face to a lead or customer and be happy with parts being used as a quick clip on TV, it’s ready to publish.
There are many good insights here. While it's relatively easy to put lipstick on a pig, getting ranking, shares and brand visibility trumps a pretty sow.
Content Strategy is a plan that assures your Facebook content actually is supporting your overall social media marketing goals. A content strategy should also include your true, authentic voice that’s used constantly to engage fans and grow communities.
"Today, audiences have much of the power, choosing where and when to engage with branded content (if at all). So brands must not only have a good grasp of how to unearth a brand story, but how to tell that story across a variety of channels. Both are tasks that don’t come naturally to many brands."
Read the full article to find out more about these rules in multi-channel brand storytelling:
- Don’t embrace a new channel without getting your story straight first
- Don’t think in terms of single campaigns—think like a media company
What an excellent collection of ideas about brand authority and consistency. If you've never taken the time to really deep dive into a particular company's brand strategy, and how and where they choose to show up, Red Bull is an excellent place to start.
So true. I find the facts, figures and stats headlines to be irresistable. There are lots of great studies on what converts, and these are often winners. Not only does putting a number in your title indicate that you've got some valuable insight or data to share, but it also gives the reader confidence that the information will be on-point and scannable. We all want information that adds value, efficiently, instead of wasting our time.
My key take-away from this insightful post: "Our industry has to stop having rose colored glasses when it comes down to aligning business objectives with content."
I've experienced the very challenges described here, in which content and marketing are siloed, and technology teams and content developers collide instead of supporting one another. They all need to be in the same room, talking about how these intertwined functions together can create amazing opportunities for business.
Twitter was the first social media network that made influencers more reachable. It has never been easier to pitch to someone who can make an impact (and thus become influential as well). Knowing who influences your potential customers and winning their trust is gold… yet it’s not easy.
The first step in influencer marketing is identifying those influential people who are already interacting with you: Those are your most effective targets because you have already managed to get their attention.
Below are 7 free tools I am using to interact with influencers who know me or are familiar with what I do.
Make sure there is clear value to your subscribers, you\'re paying attention to the right metrics, and leveraging the tools you have.
This is an awesome list. Really, the metrics you choose should be all about whether you are making a real impact and converting people, and if there is no value to them, you won't. If you have a nice big list - yay for you. But if they are not buying, maybe you need to re-evaluate.
The Anatomy of Great Content: a framework for content marketers to develop great content for content marketing on the social web
Very nice. Aiming to incorporate all of these elements at once with your content marketing makes total sense. Often times we focus on just a few, such as "valuable," "optimized" content that motivates readers to take action ("activating"), but that leaves out four other elements Steve recommends.