If they want their firms to grow, business owners need to learn to think like marketers. Welcome, then, to #OneMinuteMarketer — a new series of short, simple videos that aims to show them how.
In the first video, we look specifically at content marketing, and what it actually is.
Remember, marketing is not an exact science. We don’t expect you to agree with everything we say, and we would certainly welcome your comments. And if you find these videos helpful, please do share them.
Content marketing goes by many names. For example, it’s sometimes called inbound marketing, custom publishing, native advertising, brand journalism, or branded media.
But what exactly is it? Well, a helpful definition is provided by Joe Pulizzi in his excellent book Epic Content Marketing.
He defines it as the process for creating and distributing valuable and compelling content to attract, acquire and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.
As companies, most of us think we’re amazing. We assume that if only we could get the message out there, we wouldn’t have to worry about sales.
But the brutal truth, as Pulizzi explains, is that customers aren’t interested in your products and services. They only care about their own wants and needs.
Content marketing is about creating and sharing content that customers are genuinely interested in — content that informs, engages or amuses them — so they actually pay attention to you.
No, it isn’t easy. It’s an on-going commitment, which requires a substantial investment of time, effort and financial resource.
But, done well, content marketing can change behaviour, generate and convert leads, and build trust and customer loyalty.
If you’re serious about business growth, you need to be to be doing it.