If you are new to marketing online, chances are you are not very familiar with the exact meaning of the phrase ‘content marketing’. Content marketing is publishing any type of content to promote a company, or brand, without being in the face of potential customers like the good ol’ push advertising of the past. Good content marketing gives potential customers information and/or entertainment, which is what they are typically looking for. Content marketing can be expressed several ways which include blog posts, articles, podcasts, and YouTube videos.
In a Forbes article about content marketing, the CEO of Comply Socially, a social media training provider, Eric Schwartzman says content marketing changes the fundamentals when it comes to public relations. Content marketing is not at all the strategy of interruption used with conventional public relations, he says.*
Social marketing expert Andreas Ramos, author of “The Big Book of Content Marketing,” added his thoughts on content marketing by stating “Two years ago, no one knew about content marketing because it didn’t exist. The fact that produced the move to content marketing is the fall of (traditional) advertising. Traditional media relied on the near-complete control of a market by benefiting from the expensive reproduction system they put in place and the chain of distribution they controlled. Anyone in the world can create a document or video now and share it with (theoretically) over a billion people at little or no cost. Placement for advertisements in traditional media is expensive and critical. In using digital media, you cut your reproduction and distribution costs completely out. I’ve sold over 2,000 copies of my book with no distribution cost. Literally zero.”*
Successful Content Marketers are able to tell interesting stories about or relative to the brand, continue to construct relationships with current customers, pull new customers into the mix, use great Search Engine Optimization skills, and they increase traffic to the website, of course.
At the end of the day we are all consumers, so we should all recognize content marketing regardless of how it is presented. It doesn’t matter how it’s done, there’s only one reason for any kind of marketing and that is to persuade people to purchase a product or service.
*Wynne, R. (2013, July 15). Content Marketing – The Real Story. Retrieved July 03, 2017, from https://www.forbes.com/sites/robertwynne/2013/07/08/content-marketing-the-real-story/#76e358953cac
This article contains quotes originally written by Mr. Wynne in his article “Content Marketing – The Real Story” published on the Forbes website.