Content Marketing

Content is the word we use to describe information that’s been designed, arranged and organized to be received (or if you prefer “consumed”) via the Internet. Don’t be intimidated by this term. It’s really just special purpose information.

“Content Marketing” is the term most marketers now use to describe not only a new set of information-based tactics, but also a new way of thinking about how marketers should organize, present and share information. In our view Content Strategy is a superset of Content Marketing. It addresses the design, creation and maintenance of some web content that’s outside of the marketing realm. Content Marketing is concerned with information’s usefulness, accessibility, clarity and ability to be maintained, evolved and managed in ways that advance the business goal of selling. The old cliché is still true: you need to get “the right content to the right people at the right time” in order to sell. Except now, B2B marketers, instead of “selling” them, you’ll want to convince them to include your product or service in their buying process. In order to do that, you may need to develop some basic buyer personas, and then map the information needs and habits of those personas to a schedule of content that either already exists or will soon be created.

There are many great definitions of Content Marketing out there, mostly authored by some of the leaders in the field. Despite slightly different vocabulary and slightly different spins, all are worth knowing and all are essentially “correct.” In his book “Get Content Get Customers,” Junta42′s Joe Perluzzi, who’s done as much as anyone to invent the concept, defines Content Marketing as,

“The art of understanding what your customers need to know and delivering it to them in a compelling way.”

We’re also fond of this definition that was shared at the Confab conference in May: Content Marketing is a set of best practices for addressing the question, “How can we deliver the information that people seek in a way that turns them into customers?”

Let us help you create a content marketing program that drives your marketing forward and powers your many communications activities that rely on high quality content for fuel.

Content Marketing Helps You Get Your Story Told.

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