vvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvv vvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvv vvvvvvvvvvvvvvvvvvvvvWhat is Content Marketing?

Share CMI Twitter326 LinkedIn207 Facebook238 Google +1 Pinterest Print Useful content should be at the core of your marketing Consumers have shut off the traditional world of marketing. They own a DVR to sk ip television advertising, often ignore magazine advertising, and now have becom e so adept at online surfing that they can take in online information without a ca re for banners or buttons (making them irrelevant). Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way. Enter content marketing. But what exactly is content marketing? Content marketing is a marketing technique of creating and distributing rele vant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer act ion. Content marketing s purpose is to attract and retain customers by consistently cre ating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renti ng it. Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitchin g your products or services, you are delivering information that makes your buye r more intelligent. The essence of this content strategy is the belief that if w e, as businesses, deliver consistent, ongoing valuable information to buyers, th ey ultimately reward us with their business and loyalty. And they do. Content marketing is being used by some of the greatest marketing o rganizations in the world, including P&G, Microsoft, Cisco Systems and John Deer e. It s also developed and executed by small businesses and one-person shops aroun d the globe. Why? Because it works. Looking for examples of content marketing? Download our Ultimate eBook with 100 content marketing examples. Content is the present and future of marketing Go back and read the content marketing definition one more time, but this time r emove the relevant and valuable. That s the difference between content marketing a nd the other informational garbage you get from companies trying to sell you stuf f. Companies send us information all the time it s just that most of the time it s no t very relevant or valuable (can you say spam?). That s what makes content marketi ng so intriguing in today s environment of thousands of marketing messages per per son per day. Good content marketing makes a person stop read think behave differently .

Thought leaders and marketing experts from around the world, including the likes of Seth Godin and hundreds of the leading thinkers in marketing have concluded that content marketing isn t just the future, it s the present (see the video below on the history of content marketing). Marketing is impossible without great content Regardless of what type of marketing tactics you use, content marketing should b e part of your process, not something separate. Quality content is part of all f orms of marketing: Social media marketing: Content strategy comes before your social media stra tegy. SEO: Search engines reward businesses that publish quality, consistent conte nt. PR: Successful PR strategies address issues readers care about, not their bu siness. PPC: For PPC to work, you need great content behind it. Inbound marketing: Content is key to driving inbound traffic and leads. Content Marketing vs. Inbound Marketing According to the Roper Public Affairs, 80 percent of business decision makers pr efer to get company information in a series of articles versus an advertisement. Seventy percent say content marketing makes them feel closer to the sponsoring company, while 60 percent say that company content helps them make better produc t decisions. Think of this what if your customers looked forward to receiving yo ur marketing? What if when they received it, via print, email, website, they spe nt 15, 30, 45 minutes with it? (See all the latest content marketing research he re.) Intrigued? Do you buy in? If so, take the next step by reviewing the full resour ces of the Content Marketing Institute, which will answer just about every quest ion you have about how content marketing can change your business, and your cust omers, for the better. Here are some ideas on how to dig in: New to content marketing? Check out our getting started guide, where you ll le arn the definition of content marketing, as well as basic steps for putting a co ntent marketing plan in place. Need a content strategy? Read the CMI Content Marketing Framework, which out lines the seven essential building blocks for a successful content marketing pro gram. Looking for some content marketing examples? Download our Ultimate eBook: 10 0 Content Marketing Examples. Are you in marketing leadership? Subscribe to our free magazine, Chief Conte nt Officer, to stay on top of the latest industry trends. Really want to learn a lot (while having fun)? Join us at Content Marketing World from September 9 12, 2013 in Cleveland, Ohio. This is the largest gatherin g of content marketing professionals in the world (and 99 percent of past attend ees say they would attend again). 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. If at any time you have questions about content marketing, don t hesitate to reach out and ask us.jkgvfhvmnnnnnnnnnnnnnnnnnvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvvv vvvvvvvvvvvvvvvvvvvvvvvvv