In the course of working with brands across the business landscape, a few questions come up time and time again. What is content marketing? Why is it important? Who should care? What should they do about it.
It reminds me of the classic journalism approach of answering the who?, what?, when?, where?, why? and how? questions to get to the bottom of every good story.
So here is my attempt at answering those basic questions.
Who needs to worry about content marketing?
Strategic digital marketers all need to understand the importance of content marketing. They should be able to define it. They should be able to talk about why it’s important in today’s digital + social + mobile world. They should be able to point to good examples of it. They should be able to discuss how to get it done in their organizations.
This starts with the CMO and his or her role in building a culture of content that connects with the target audience. It falls all the way down to the person building websites, creating social content, and building editorial calendars.
What is content marketing?
I don’t believe in getting caught up in the words here. But to me Content Marketing is the process of continuously publishing content that people want (vs. advertising that attempts to interrupt the content people want) to help connect your brand to its audience. The key words are highlighted: continuous, publishing, customer-focused content that leads to quantifiable brand value.
Content marketing is such a buzzword because so few brands get this today.
What Is Content Marketing? And Why You Need To Understand It!
