Content Marketing is perhaps one of the biggest buzz words and marketing strategies set to shake up the way we promote our business and our services in 2014. But what exactly is it?
Firstly, it's not at all like traditional advertising. People have shut off the traditional world of marketing and advertising. We download our favourite TV shows, which has lead to a 50% decline in TV viewership. We read blogs and websites rather than newspaper magazines, and now have become so adept at finding information online that some newspaper sales are down 17% just from last year. (Yes, some people still read the newspaper. I know, right?!)
Understandably, advertisers and marketers are putting their money and creative energy elsewhere. Why pay thousands of dollars for an ad at a bus stop when you can engage and connect with your audience, using the very same platforms they use and for a better return on investment?
Enter content marketing. Have you noticed that your favourite retailers are all over social media? Nasty Gal has a blog, Witchery has a pinterest, and all your favourite designers are on Instagram. It may seem like mindless internet faffing to you, but what these brands are doing is employing a high-level strategy that's measurable, agile and delivers long-term results if done correctly.
So how is content marketing different from social media marketing? It's not, really. Social media marketing is just one part of content marketing.
The Content Marketing Institute says:
"Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty."