Thursday, January 27, 2011

What is Content Marketing?

Content Marketing is the creation and sharing of content for the purpose of promoting a product or service.

Content Marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty

Content Marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites or microsites, white papers, webcasts/webinars, podcasts, video portals or series, in-person roadshows, roundtables, interactive online, email, events.

Content Marketing is rapidly becoming the dominant marketing process in B2B sales that lets organizations connect faster and easier with prospective buyers.

Excellence in Content Marketing is leveraging content and good storytelling into many delivery methods/channels where this content can be used effectively to achieve sales and marketing objectives. In other words, good Content Marketing uses the right content in multiple relevant content delivery methods to drive Awareness, Leads and Sales.

Vizedu provides a good animated overview of how Content Marketing works:

Definitions from Other Sources:

Content Marketing means creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers. (Source: "CopyBlogger")

Content Marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. (Source: "Get Content. Get Customers")

Content Marketing is the creation and sharing of content in order to engage current and potential consumer bases. (Source: Ernest Barbaric)