Content marketing is becoming a disruptive force. In the last few years, the words “content marketing” have become buzzwords in the corporate business, marketing, digital and media space. But what is it really?
Content marketing, as defined by the Content Marketing Institute (CMI), is 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.
Businesses, both large and small, now realize that in order to compete, they must embrace this new era of interaction and develop true content marketing programs. In the past, marketers relied on production, publishing, and promotional tools. Content is the fuel that makes all of those platforms run. However, a few guest blog posts or an email campaign won’t suffice anymore.
Delivering High Value Content
Relevant content with a thought leadership perspective has a considerable effect on attracting and retaining customers. It’s not hokey, it’s not a pitch, and it’s not everyday sales — it truly has become an educational and informative way to share knowledge and build brand loyalty and awareness.
A Roper Public Affairs study suggests that 80 percent of business decision makers prefer to get company information in article form rather than in an advertisement. Seventy percent say content marketing makes them feel closer to a company, while 60 percent say that company content helps them make better product decisions.
“Content marketing works because it delivers relevant proof of value,” says interactive content marketing strategist Mark O’Renick. Quality content marketing engages consumers to look at a business differently.
The Content Marketing Dilemma
Many C-suite, advertising, and marketing professionals believe their company has great content, but they don’t feel they can create it quickly enough or keep it flowing through a streamlined process. Spreadsheets, email, and project management systems have all been–painfully–used by marketers to churn out content regularly.
This laborious process has led to a whole new industry of technology solutions that make a typical content editorial calendar look archaic. Tools like DivvyHQ offer an ideation, planning and production workflow platform to help businesses and online publishers embrace content marketing and collaboration without the headache.
Leveraging the Cloud
Content marketing has many points of contact. For example, small businesses that handle multiple contributors and content tasks are finding out they need a way to plan, divide, and conquer their content marketing and editorial needs on the cloud.
These same teams have discovered they also need innovative methods to break down the internal silos in the workplace. Some have used the old fashioned approach and tried breaking down physical walls in their office to get employees and content producers to talk. But there is an easier way. Virtual, real-time sharing and collaboration significantly improves these situations and breaks down silo walls.
Content marketing expert Brody Dorland believes, “Simplifying things and leveraging the cloud to help global, decentralized content teams collaborate, share assets and increase the quantity and quality of their content output is huge right now.”
The content marketing phenomenon isn’t going away. Content collaboration and team calendaring is on the upswing. The spreadsheet free editorial calendar is the new king of the castle. Companies both large and small are yearning and will continue to yearn for high-powered content marketing tools to help take their business to the next level.
Content marketing isn’t a fad — it is here to stay.
This article has been edited and condensed.
Jason Grill is the founder of JGrill Media where he consults on media relations, public affairs and strategies and government relations. Under same umbrella, he works in the media as a local and national writer and contributor, radio host and television analyst and commentator. He is also the co-founder of Sock 101. A version of this post originally appeared here. Connect with @JasonGrill on Twitter.
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