“Content is king” is a saying that can be seen making the rounds on social media pretty regularly.
But what is content marketing and how do the experts define it.
Joe Pulizzi’s Content Marketing Institute identifies content marketing as:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.”
Neil Patel goes further by saying:
“[It’s] a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.”
Rebecca Lieb defines content marketing as:
“It isn’t advertising. It isn’t push marketing, in which messages are sprayed out at groups of consumers. Rather, it’s a pull strategy – it’s the marketing of attraction. It’s being there when consumers need you and seek you out with relevant, educational, helpful, compelling, engaging, and sometimes entertaining information.”
And while I’m not an expert in Content Marketing, It just wouldn’t be right if I didn’t add my own definition here:
Content marketing provides your target audience with information that is relevant for them on a consistent basis, whilst driving ongoing returns as new consumers discover this content. As an unpaid promotion tactic, there is a greater emphasis on consistently creating and distributing quality content to attract consumers.
So, if you can create and weave together your content choices across channels with your strategy, that continues to engage with your audience, then your content marketing will be successful and it will help you to grow your business.