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What is Content Marketing

In Social Business

An organization who exemplifies the virtues and benefits of a social business is one whose commitment to content marketing is proven and mature. Content is the currency of a social business. The modern organization must produce content that educates, informs, entertains and enables engagement with an audience which it must build. The audience members, many of whom should be prospective buyers, want to consume relevant content on their terms which may include narrative content – blogs, white papers, e-books, printed materials, etc., - as well as webinars, live events, video, podcasts and more.

Top Content Marketing FAQ's

Does content marketing really work?

Just like social selling is often misunderstood, so is content marketing. Those who ask this question misunderstand its role and how it is executed. Content marketing is one element in the marketing mix. It doesn’t need to replace all other marketing elements, especially those that produce positive results. For example, brands who are successful through targeted advertising, or live events should continue those practices, considering ways that content marketing can complement those elements. The modern buyer wants to consume relevant content. Generally, a mix of owned content with “paid” and “earned” content delivers measurably valuable outcomes to a brand.

How can you stand out with content marketing?

This is the right question to ask because there is a lot of “noise” in content marketing. While the details will differ for each brand, the focus for all brands with their content marketing is to build an audience who becomes loyal to your content because it serves them well. The challenge for any brand is to develop a content marketing strategy that uniquely addresses the needs of your audience members. Persona development is a necessary element in content marketing. Understand the problems of each persona you serve and create content that solves those problems, remembering to offer the content in multiple formats, e.g., narrative, video, slides, audio, etc.

What are the risks in content marketing?

The biggest risk in content marketing is poor planning. All brands should document their content strategy beginning with their goals. The goals should align with the business’ goals. They should be measurable. The plan should include a definition of the audience make up with clear description of each persona. If the brand doesn’t currently have an audience – I don’t mean customers – that subscribes to your content, building a loyal audience is the most important ingredient in the content marketing strategy. Of course, customers can be the foundation of your audience, but focus on building your audience well beyond your current customers to get noticed in a competitive world, to get measurable results from your content marketing strategy.

The Eight Pillars of Social Business

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