Content marketing

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.^[1]

The idea of sharing content as a means of persuading decision-making has driven content marketers to make their once-proprietary informational assets available to selected audiences. Alternatively, many content marketers choose to create new information and share it via any and all media. 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. The purpose of this information is not to spout the virtues of the marketer’s own products or services, but to inform target customers and prospects about key industry issues, sometimes involving the marketer’s products. The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.

Marketers may use content marketing as a means of achieving a variety of business goals. These may include: thought leadership, lead generation, increasing direct sales, introducing specific brand language and improving customer retention. The term “content engineer” is being used^[2] to describe a new breed of marketer who creates, optimizes, and distributes the different types of content required to engage customers on the social web, based on the data of many analysis tools.

Content marketing is the underlying philosophy driving techniques such as custom media, custom publishing, database marketing, brand marketing, branded entertainment and branded content.

See also

• Association of Publishing Agencies - UK trade association of customer publishing agencies.
• Custom publishing
• Brand language

References

1. ^ "The case for digital custom publishing". idio. 2009-06-05. http://platform.idiomag.com/2009/05/the-case-for-digital-custom-publishing/. Retrieved 2009-05-15. 
2. ^ Thorogood, Pelin; Schulman, Rand. Cornell Enterprise Online, (Fall 2010) “The Birth of Customer 2.0”

External links

• Custom Content Council - U.S. trade association of custom media and content marketing providers. (Formerly, Custom Publishing Council.)

• Content Marketing Trends - Survey of over 500 marketing professionals on content marketing preferences