Content marketing

Content marketing infographic showing the deluge of digital engagement options.

A definition or two to clarify things:

The objective of content marketing is to captivate and retain customers by consistently developing and curating relevant and valuable information with the intent of changing or enhancing customer behaviour over time.

While closely aligned to Content Strategy, Content Marketing is a different stream of work. The two terms are often interposed to refer to the same role or tasks. This can make for some confusion when it comes to job descriptions, recruitment and business expectations.

In early 2015 I wrote a post – Content Strategy 101 – that sought to make sense of that new term/role. I cited Robert Rose, Chief Strategist at the CM Institute in the US and his explanation behind the differences and crossover between the two:

Content marketing addresses the ‘why’ (as in, why would the customer be interested in this?), while content strategy addresses the ‘how,’ and together they work out the ‘what’ and ‘where.’

But the content strategist must also ask ‘why’ of the marketer when needed, in order to better understand the requirements in a deeper, more thorough way, especially if technology and its capacity are part of the query. Doing so becomes the catalyst for delivering on the ‘how’.

In essence, content marketing is about:

publishing content in a variety of forms, in the channels where your audience spends time so you can address their interests and concerns.

building brand awareness, driving product interest and ultimately helping to generate revenue and/or advocacy.

But how do you know which content is best suited to which channel for a given audience segment? That’s where the data can help drive the content marketer’s decisions. In other words:

 … you need to fish where the fish are. And the content strategist can help work out the best bait to use.

At the end of the day, we’re still just talking about storytelling, and words are the essential ingredient, no matter the medium or method. 

Need a content strategist or copywriting guru?

Get in touch and let’s get going.