Content marketing 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. ~Content Marketing Institute
In one sense, if you accept the above definition of content marketing, it’s something companies should always be doing: Distributing a consistent, focused message design with the customer in mind.
In recent years, as content has become more common in our marketing speak, it’s become categorized, conceptualized and, yes, marketed. But, for many of us, it’s easier to understand and get behind a concept, no matter how old it is, if it’s packaged nicely.
And, it makes it easier to sell to clients, to your boss and to define what you do.
I’ve been in “content development” my entire life — as a journalist, in media relations and PR, as a website and SEO writer, and in social media.
Not sure yet you need a consistent, audience-focused approach to the words, images, video you send to consumers and media?
Well, I just gave you one way in the stats above: Proof. There are countless legitimate sources to show your boss or your client that structured content marketing works.
Consistency: An objective look at a company’s digital content ensures consistency of its messaging.It’s not easy to see the inconsistency in a company’s range of communications. A holistic content view unifies content — and brand messaging. Through a content audit, you can point out inconsistencies and develop a recommendation with solid objectives.
Of course, any successful content marketing effort should be customized to mesh the needs of the company AND the audience. If you’re only speaking on behalf of one or to the other, your ROI will be SOL.