Inbound marketing, content marketing, online marketing? As new media evolves, so do the semantics to describe what is in essence- communication.
We tend to use the terms inbound marketing and content marketing interchangeably. But that’s ok, as long as you know what your communication objectives are.
Let us call our efforts Content Marketing, and define it. The clearest definition I found is from the experts at the Content Marketing Association.
“Content marketing is the discipline of creating quality branded content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.”
In my opinion that definition pretty much settles the What, Why and How of Content Marketing.
Let’s break it down.
‘Quality Branded Content’; that’s the main ingredient in any content marketing strategy. This quality branded content finds a home through various platforms. Videos, webinars, blogposts, whitepapers, presentations, infographics etc.
Why should you opt for content marketing, when traditional marketing has been your go-to for so long? Answer yourself this, does traditional marketing allow for two way communication?
The whole premise of content marketing is to attract customers and increase brand loyalty. With the change in buying behaviors, you can no longer depend on hard-sell marketing. Consumers are no longer interested in that. What they hunger for is value.
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”- Andrew Davis
Now that we’ve identified the What and Why, its time to bring it all together with the How. What classifies a good content marketing strategy?
First off, it's important to answer a few questions to ensure alignment across the board. Some things to consider:
What are your challenges?
What added value can you offer your customers?
Do you have a clear view of your audience? (What are they searching for, which platforms are they most on? etc.)
Have you identified your brand voice?
Which tools are you most comfortable using for your content marketing? e.g. infographics, blogposts, video etc
In our experience, there are 3 Es essential for successful storytelling… Engage, Educate and Entertain. This will be your strategy’s springboard and choose when and where to publish your content.
They don’t say ‘content is king’ for nothing! Your strategy will always revolve around the content you create, share and curate.
And if you prefer to farm it off to the professionals, we are happy to develop and deliver your content marketing strategy, allowing you to focus on converting your leads to happy satisfied customers.
Get in touch!