Content marketing is a critical element to marketing firms. There is a lot of hype around the subject, and also varying definitions. This post will share some content marketing definitions from around the web. Then, we will provide 5 content marketing tips and 7 strategies for 2013.

What is Content Marketing?

Content marketing is a hot topic in the marketing world today. So what is it?

Here are some definitions of content marketing from around the web:

“A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” (Content Marketing Institute)

“Using any type of content (newsletters, blog posts, white papers, videos, Tweets, podcasts, wall posts) to attract an audience you wish to market to. Capturing their attention through great content gives you the opportunity to present calls-to-action to them to purchase or try your product or service.” (Social Media Explorer)

“Content marketing could be defined as a pull rather than push marketing process that resides on owned or earned media, which makes people aware of how to solve their problems, with the ultimate goal to attract, acquire, and engage a clearly defined and understood target audience.” (Search Engine Journal)

“Storytelling for sales.” (Pushing Social)

“Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.” (Copyblogger)

“The creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers. Having excellent content to post on websites, blogs, or social media channels is essential. Not only does content build search authority, but it reinforces thought leadership and brand positioning.” (Modern Marketing Partners)

How do YOU define content marketing? Let us know in the comment box below.

5 Content Marketing Tips

Now that you have a better understanding of what content marketing is, you can get started on your content marketing program. Thanks to Paul Gillin from BtoB for the five tips below! For more detail on the tips below read: Five Tips to Rev Up Your Content Marketing Program.

  1. Get your audience motivated – Understanding basic psychographic needs allows you to grab your customers attention with content that hits them in the gut, not just in the spreadsheet.
  2. Provide useful, relevant content – the content bottom line for a b2b audience is usefulness. Don’t forget that the goal of a content marketing program is to empower, not just sell.
  3. Connect content to your sales initiatives – match every piece of content to a key stage of the sales funnel (ex: awareness, consideration, purchase, etc.). Knowing which stage of the funnel you are addressing assists in focusing content at the outset and helps to avoid duplication and information gaps.
  4. Develop an editorial/content calendar – create a master schedule of all of the topics you will cover in a year and the delivery vehicles for each of those topics. Make sure every topic is on the calendar and you plan for a good variety of delivery vehicles (ex: blogs, newsletters, etc.)
  5. Have a keyword strategy and communicate it – determine the keywords customers are using to find your content. Then, boil those down to a manageable list and make sure that list is communicated to ALL of your contributors. Determine optimal frequency and placement.

7 Content Marketing Strategies for 2013

Are you beginning to plan for 2013? You’re in luck. Joe Pulizzi, from the Content Marketing Institute, recently shared 7 Content Marketing Strategies for 2013 at the BMA Chicago Luncheon this fall. Below we share his list and invite you to read them in detail here.

  1. Watch “Content 2020” from Coca-Cola
  2. Develop your content marketing mission statement
  3. A new mindset: becoming the leading informational provider for your niche
  4. Utility is key
  5. Define and answer your customers’ questions
  6. Employee involvement in content marketing
  7. Co-creation

Check Out The Other Blogs In Our Content Marketing Series:

Content Marketing Types

Content Marketing Measurement

Content Marketing – Survey Results

Please bookmark, share, and comment with your own content marketing tips below!


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