Content Marketing is a relatively new spin on a number of disciplines converged into one that is taking the world by storm. In fact, content marketing is comprised of disciplines such as SEO, blogging, link building, mobile, social media and paid search. Good content marketing has become essential to drawing and keeping visitors to any Web site. The concept really comes down to one basic principle: creating value for consumers so that more people will buy more of your stuff.
What is Content Marketing?
Last summer, I had the pleasure of reading Joe Pulizzi’s book “Epic Content Marketing.” A leader in content marketing, Pulizzi describes content marketing as “the marketing and business process for creating and distributing valuable and compelling content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
In other words, CREATING VALUE FOR CONSUMERS SO THAT MORE PEOPLE WILL BUY MORE OF YOUR STUFF! This point cannot be stressed enough. More specifically, the concept is about building a devoted audience through the creation of content so that it may influence their behavior a certain way. Content marketing is all about owning more media materials, and renting fewer.
Essentially, the traditional way that businesses marketed their products has become obsolete. It’s effectiveness ceases to exist any longer within the consumer population. I don’t know about any of you, but I cannot watch another commercial about how I must own a company’s product or somehow spontaneously combust.
Thus, the rise of Content Marketing!
Traditional marketing techniques are not dead and gone by any means. This just means that as marketers, we must converge older methods with newer more effective ones to be able to effectively reach and influence consumers.
What makes content good and how do you measure it’s effectiveness?
Good content marketing is really dependent on the goals of an organization’s marketing strategy. For the most part, though, good content marketing can be labeled as content that easily separates itself from the constant junk and spam on the web.
Good content marketing cuts through the clutter that is the thousands of messages we receive daily and draws a certain response or behavior from its audience.
Measuring the effectiveness of your marketing strategy can be subjective. It is quite difficult to do so, too. Below is a small list of things that can help lead you in the right direction:
- Define your Content Marketing Strategy clearly.
- Determine Key Performance Indicators (KPIs).
- Understand your marketing strategy math.
- Don’t measure everything you can, just what is important to your business.
The last point might sound counterintuitive, but hear me out. Although the ability to measure is a valuable one, it is very difficult and time consuming to measure everything that goes into content marketing. It is important to understand the atmosphere that your content is creating for the audience and how to improve it as you go. This will likely take care of your measurement woes most of the time.
Great content marketing will not happen overnight. It takes time to really find out what works well for your particular niche. However, with a little time and effort, your efforts will not only attract readers and site visitors, but will increase your bottom line.
I hope this gives you a basic understanding of what Content Marketing is and how it has taken center stage in the marketing world. Next week we will cover what type of content is being created and how companies are capitalizing on it.