While I have been a proponent of content marketing for the better part of a decade, the majority of folks with whom I try to “sell” its importance, most often respond with placid agreement (or blank stares). So if the term is new to you, you’re certainly not alone.
Although the concept has been around for a very long time, the term and the acceptance of it as a powerful marketing concept has really only gained prominence in the last few years. As a marketing strategy, it is known as many things, including: inbound marketing, branded storytelling, custom publishing, branded content, and corporate media, to name just a few.
The Content Marketing Institute defines content marketing as follows:
This involves starting to think differently about marketing and about content. It means starting to think like a publisher, providing content for your prospective customers that is about their wants, needs and interests, rather than about how great your products or services are.
I also like Robert Rose’s elevator pitch:
The Internet has certainly advanced the potential reach and impact of this type of marketing, and there is a growing number of viable and effective channels and platforms that can be used to promote your branded content. But content is just content unless and until you make it amazing. All one needs to do is to do a Google search on… well, just about anything these days, and you’re likely to see results in the millions, or tens of millions. As was always the case with traditional media, the response to all of this content is even more content. To create the kind of raving fans you want and need in business today, you have to show the world you are a rock star by telling compelling stories your prospective customers want to hear. And guess what? They don’t care about what you’re selling, they care only about themselves. So your stories have to be about what’s important to them.
If you are already involved in content marketing but not realizing the kinds of results you’d hoped, your focus must be to make it truly amazing. If you aren’t involved yet, you’d better get started, because he who has the most amazing content rules!
