“What do you do?” It’s a simple question that kicks off conversations at networking events, parties, and family gatherings—but it can be deceptively difficult to answer. How do you respond when non-content people ask you what your job’s about? Do you slip into marketing jargon? Do you stutter through a long-winded reply? If your attempt to explain content marketing returns blank stares and dismissive nods, then your layman’s interpretation is falling short.
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As marketers, we know that a message has to be customized for its intended audience. And since your audience has little to no exposure to content marketing, you must cater your explanation accordingly. Use these four tactics to help you educate and impress industry outsiders:
1. The One-Liner
Commit a one-liner to memory that succinctly summarizes content marketing. This will satisfy the polite but disinterested questioner enough to keep your conversation flowing, or invite someone more curious to launch a more in-depth discussion. Here are a few angles to consider:
The Definition: Being straightforward allows people to grasp the concept of content marketing in simple terms.
“Content marketing is the creation and sharing of digital content, such as articles and videos, that informs, educates, or entertains you.”
“Content marketing is a digital marketing technique that allows brands to attract customers through articles and videos.”
The Comparison: For uninitiated ears, it can be effective to explain content marketing by comparing it to what it is not: advertising.
