According to the Content Marketing Institute, “content marketing is the art of communicating with your customers and prospects without selling. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.”
So why is content marketing important for your business? I mean, you can do without a whole content marketing system, right?
Here’s the thing. No matter what industry you’re in, you have content to curate and share. You have a wealth of content at your fingertips, ready to be repurposed, including your website, blog, newsletter, images, videos, ebooks, and brochures.
However, great content means nothing if your target audience can’t find it. So you have to figure out how to share it all, as part of a multi-channel marketing plan.
C is for Content Marketing Strategy
The confusion comes in for many due to the lack of understanding as to what “content” actually means. In the simplest of terms, content is any information you put out to the world to showcase your brand, company, products, services, etc.
The content umbrella includes:
- Photography in your online and offline marketing materials.
- Copy on your website
- Every social media post you make, including text and graphics
- Every blog comment you leave
- Emails you send as email marketing
- Emails you send to prospects and clients that you don’t call email marketing
- Your email signature
- Speaking engagements
- Webinars and teleclasses
- Your business card
- Your company brochures
Yes. All that. So when you hear those clichés about content marketing, now you’ll know what they’re talking about. And you’ll be able to figure out how to improve your content marketing, and what you next move should be.
It’s not just enough to have great content. You have to figure out how to share it in a way that reaches your audience, entices them to seek you out for more information, and positions you as the authority in your industry.
Do you have a strategy in place to integrate this abundance of content into a consistently marketed message to your audience? In other words, do you have a content marketing strategy? If not, you should, and you better put one together quick! Start by creating and curating amazing content, aka a content strategy, then find the best vehicles to deliver this content, based upon where your audience goes to seek this information.