What Is Content Marketing?


Content Marketing

Useful content should be at the core of your marketing

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way.

Enter content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

Content marketing is used by leading brands

Our annual research shows the vast majority of marketers are using content marketing. In fact, it is used by many prominent organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

Here is just one example of content marketing in action:

Looking for more examples of content marketing? Download our Ultimate e-book with 75 content marketing examples.

Content marketing is good for your bottom line — and your customers

Specifically, there are three key reasons — and benefits — for enterprises that use content marketing:

  • Increased sales
  • Cost savings
  • Better customers who have more loyalty

Content is the present – and future – of marketing

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:

  • Social media marketing: Content marketing strategy comes before your social media strategy.
  • SEO: Search engines reward businesses that publish quality, consistent content.
  • PR: Successful PR strategies address issues readers care about, not their business.
  • PPC: For PPC to work, you need great content behind it.
  • Inbound marketing: Content is key to driving inbound traffic and leads.
  • Content strategy: Content strategy is part of most content marketing strategies.
Content Marketing vs. Inbound Marketing

To be effective at content marketing, it is essential to have a documented content marketing strategy. Download our 16-page guide to learn what questions to ask and how to develop your strategy.

What if your customers looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it? What if they anticipated it and shared it with their peers?

If you are intrigued and ready to learn more, we can help. Here are a few popular ways to dig in:

  • New to content marketing? Check out our getting started guide, where you’ll learn the definition of content marketing, as well as basic steps for putting a content marketing plan in place.
  • Need a content strategy? Read the CMI Content Marketing Framework, which outlines the essential building blocks for a successful content marketing program.
  • Looking for some content marketing examples? Download our Ultimate e-book: 75 Content Marketing Examples.
  • Are you in marketing leadership? Subscribe to our free magazine, Chief Content Officer, to stay on top of the latest industry trends.
  • Need advice specific to your organization? Contact our consulting group, led by strategist Robert Rose, to find out how they can help you meet your content marketing challenges.

How to Explain Content Marketing to Anyone [Fresh Examples]

explain-content-marketing

Editor’s note: Explaining content marketing is a never-ending challenge. That’s why we’re bringing back this post from last year with some updated examples.

The concept of content marketing has been around for hundreds of years (see an example from 1672), and the discipline has gained incredible popularity since 2010, according to Google Trends.

google-trends-content-marketing-2004-present

But, when CMI launched its e-book that answers common content marketing questions, it learned many readers are just getting started. For those in that category – or those who encounter misperceptions or misunderstanding about what content marketing is – I offer a quick rundown for easy reference.HANDPICKED RELATED CONTENT: A Take on 3 Confusing Terms: Content Marketing, Content Strategy, Content Marketing Strategy

Content marketing as your family would understand

When people ask what you do, does your response receive a quizzical look? “So, what is it exactly that you do,” they ask after you explain your job.

My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes.

“That’s content marketing,” I explained. It was an aha moment for my husband’s understanding of content marketing – content marketing is educational but is not about the products the company sells. The vendor offers such good information that you become loyal to the brand.#Contentmarketing is educational. It’s not about the products the company sells, says @MicheleLinn.CLICK TO TWEET

I can share another example that is close to my daughter’s heart. American Girl uses content to transform something that is a commodity – a doll.

American Girl has so much content – and so many content experiences – for its audience that it’s truly staggering. For instance, it offers:

While all the ways American Girl connects to its audience are too numerous to cover in this one post, I’m particularly amazed by its print publications. For instance, The Care and Keeping of You is a book all about growing up for girls. It ranks second in its category (and 71st most popular among all books on Amazon). It’s from a brand selling dolls – but the subject has nothing to do with the dolls.

Girls Book on Amazon

In short, American Girl’s content marketing focuses on how a child can interact with the doll or things that are important to this demographic.

For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.HANDPICKED RELATED CONTENT: How Content Marketing Became Brand’s Trusted, Unified Source

Content marketing explained to marketers

Hopefully, those examples make it clear that content marketing isn’t about the brand, your products, or your services. It’s about your audience. What do they care about?#Contentmarketing is about your audience. What do they care about? @MicheleLinnCLICK TO TWEET

And, more importantly, how can you be the one to provide something no one else is, which in turn elevates your brand from a commodity to something people embrace?

Pull-A-Part, a U.S. chain of DIY auto-recycling yards, has created a one-of-a-kind video series, including this one on how to convert an undrivable vehicle into a pickup worthy of a tailgate.

pull-apart-challenge-example

Content marketing is different than traditional product-marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get elsewhere. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.

By becoming a credible, authoritative resource on topics that matter to potential customers, your business is more likely to get discovered by the right audience and earn their loyalty and trust – which, in turn, enables your brand to strengthen its customer relationships, grow an active and engaged subscriber base, and even increase its profits.

HANDPICKED RELATED CONTENT:

How marketers find success with content marketing

While you may be nodding your head at this point and thinking, “Yeah, this is something I want to do,” you certainly shouldn’t adopt content marketing because it’s the “in” thing to do.

Content marketing takes a lot of work, persistence, and patience – it’s not for everyone. But, it can be an ideal approach if you truly want to provide a better experience for your customers while making a positive impact on the business in terms of its perception and its bottom line.#Contentmarketing takes a lot of work, persistence, and patience – it’s not for everyone, says @MicheleLinn.CLICK TO TWEET

Here are the main reasons why marketers choose to put in the effort for content marketing.Answering your audience’s questions is a key way to be at the top of search results, says @MicheleLinn. #SEOCLICK TO TWEET

To be found by the right people (potential customers)

People are asking questions and looking for information via search engines like Google, and you want your business to be at the top of the search results. Answering people’s questions via blog posts, e-books, videos, and other content assets is a key way to make this happen. Of course, showing up is only the first step, but it’s essential if you want to reap the benefits of content marketing.

EXAMPLE: Outdoor retailer REI does a great job of answering questions and assisting its audience through content. On its YouTube channel, it offers dozens of videos depending on its audience’s interests and needs, often answering common questions. Whether it’s a backpacker who wants to know how to use a compass or a cyclist who needs to know how to fix a bicycle chain, REI provides the answers.
HANDPICKED RELATED CONTENT:  Google’s Featured Snippets FAQ: How to Get More Traffic From Search Engines

To build an interested and engaged audience

Your content is only as valuable as its ability to attract audience members and compel them to engage with your business on an ongoing basis — as subscribers, customers, evangelists, or, ideally, all three. Once you have an addressable audience, your content efforts will help increase sales, gather valuable customer insights, and activate your most ardent followers as brand advocates.

EXAMPLE: Insurance company Liberty Mutual built a content platform – Master This – dedicated to helping people solve home and life challenges – to build skills and worry less, as the brand describes it. While Liberty Mutual’s ultimate purpose is to drive insurance sales, the content focuses not on insurance products but on information the audience will find educational and helpful. It also has expanded access to the educational content by partnering with HowStuffWorks and Amazon’s Alexa to provide educational content through the voice-activated device.

Liberty Mutual

HANDPICKED RELATED CONTENT: Road Map to Success: Creating the Content of Your Audience’s Dreams

To acquire new customers

Of course, generating revenue is a key goal for many marketers, and content marketing can be a powerful driver. When you build an audience that trusts you and wants to hear from you, they are more likely to purchase your products. For instance, CMI subscribers are more likely to take advantage of CMI paid offerings such as attending Content Marketing World than non-subscribers.When you build an audience that trusts you, they are more likely to purchase your products. @MicheleLinnCLICK TO TWEET

EXAMPLE: TD Ameritrade produces its print and digital magazine, thinkMoney, for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade.

td-ameritrade-thinkmoney

HANDPICKED RELATED CONTENT: The Audience Valuation Engine: A New Model for Calculating the Value Per Subscriber

To build increased revenue with existing customers

Another reason organizations use content marketing is to create more loyal customers, which has the potential to increase sales through cross-selling or up-selling. In some cases, the brand can monetize content itself.

EXAMPLE: Sainsbury magazine is the top cooking magazine in the United Kingdom, with 3 million paid subscribers — a content marketing effort that pays for itself. But, what’s even more remarkable is that, according to a 2015 survey conducted by the company, eight of 10 readers have bought a product from Sainsbury’s after reading about it in the magazine.

sainsbury-magazine-uk

HANDPICKED RELATED CONTENT: See What Content Marketing Success Truly Looks Like

To reallocate or reduce marketing costs

Organizations also use content marketing because they can see similar — or better — results when compared to a “traditional” marketing program.

EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.

Today, Jyske works with businesses interested in leveraging its media expertise: Instead of laying out cash to support outside opportunities, Jyske receives media partnership proposals from other organizations — an attractive option made possible by the credibility and reach the bank’s content program has helped it to build.HANDPICKED RELATED CONTENT: How to Explain Content Marketing ROI to Win (or Keep) Buy-In

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