What is Content Marketing and Why Should I Care???

Wordle: Content Marketing

It’s no secret that the world of marketing has changed.  Gone are the days where pay-per-click Google Adwords or SEO optimization alone can attract your ideal customers.  The internet has made today’s consumers much savvier.  If you want their business, you have to earn it. But how?  Enter content marketing.

What is Content Marketing?

“Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. Good content marketing makes a person stop…read… think… behave… differently.”– Content Marketing Institute

Content marketing is about helping – not selling.  You provide information or content to current and potential customers for the purpose of building trust and brand awareness and offering value.  A successful content marketing campaign establishes you as an expert in your field and that sets the groundwork for a long-term business relationship.

Types of Content

There are many types of content that are being used very successfully in marketing today.

    • Blogs
    • Social Media Posts
    • Email newsletters/broadcasts/autoresponders
    • PDF reports/ebooks/white papers
    • Articles
    • Videos
    • Virtual events – podcasts, webinars, Google Hangouts
    • Online presentations – Scribes, Slideshare, Prezi
    • Infographics – “picture marketing” is a growing trend. Think Pinterest and Instagram

That list may be overwhelming.  Remember, not all of these will fit with your specific business.  Knowing your industry and your target market will help you determine which types will provide you the greatest ROI for your business.  Choose 2-3 and do them really well and you’ll be surprised at how quickly your list of followers, potential clients, can grow.

I recently completed a great book on this new marketing trend.  Youtility by Jay Baer.

He describes why smart marketing is about help and not hype.

“The difference between helping and selling is just two letters. But those two letters are critically important to the success of business today.  Youtility is marketing so useful, people would pay for it. It’s a new marketing model for the age of information overload.” – Jay Baer

I highly recommend giving it a read if you are newly venturing into content marketing.  Personally, I am excited that marketing is moving in the direction of helping instead of just “selling”.  It makes it easier to determine who we really want to do business with.  Who is the “real deal”?  Get on the bandwagon or get left behind.  Simple as that.

Please share in the comments what you are currently doing to offer value to your prospects and what you would like to be doing more of.

Are you living a strong life?

I’m here today with a book recommendation for your reading pleasure!  I first discovered this book in 2010 and it has been a go-to ever since.

“Find Your Strongest Life” by Marcus Buckingham.

You may recognize Marcus as the author of “Now, Discover Your Strengths” and “The Truth About You”.  He calls himself a “Strengths Strategist”.   Find Your Strongest Life is targeted towards women.  It is the product of a workshop that he conducted with 30 women at the Oprah show.  He met with these women who were very successful and very unhappy.  Why?   Why can we appear to have it all yet be drained and unfulfilled?  That seems to be the curse of the modern women.  This book offers suggestions on how to get yourself on a path that is true to you.  A path that focuses on the areas of your life that strengthen you while limiting the draining moments.  (more…)