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Content Marketing Definitions

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This is how today’s top marketers define content marketing:

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Content Marketing Definitions

  1. 1. Content Marketing Definitions © SO! What? SOcial www.sowhatsocial.com
  2. 2. This is how today’s top marketers define content marketing: © SO! What? SOcial www.sowhatsocial.com
  3. 3. Content marketing is a marketing strategy ofcreating and syndicating relevant and valuableinformation with the main objective of attractingand engaging a specific target audience. It’s a wayof communicating with your prospects andcustomers in a non-intrusive way because youaren’t directly pitching your product or services;rather you’re delivering value so that buyers canmake a more informed purchase decision.Jennifer Wong- Optify © SO! What? SOcial www.sowhatsocial.com
  4. 4. Content marketing is using any type ofcontent (newsletters, blog posts, whitepapers, videos, Tweets, podcasts, wall posts)to attract an audience you wish to market to.Capturing their attention through greatcontent gives you the opportunity to presentcalls-to-action to them to purchase or try yourproduct or service. Jason Falls – Social MediaExplorer © SO! What? SOcial www.sowhatsocial.com
  5. 5. Content marketing is engaging with yourcommunity around an idea instead of aproduct. What it is to try to serve thecommunity first, and sharinginformation, ideas and experiences thatbenefit others without directly asking foranything in return. What it isn’t is just a veil infront of a sales pitch. Dan Blank – We GrowMedia © SO! What? SOcial www.sowhatsocial.com
  6. 6. Content marketing is a marketing technique of creating anddistributing relevant and valuable content toattract, acquire, and engage a clearly defined and understoodtarget audience – with the objective of driving profitablecustomer action. Basically, content marketing is the art ofcommunicating with your customers and prospects withoutselling. It is non-interruption marketing. Instead of pitchingyour products or services, you are delivering information thatmakes your buyer more intelligent. The essence of thiscontent strategy is the belief that if we, as businesses, deliverconsistent, ongoing valuable information to buyers, theyultimately reward us with their business and loyalty. JoePulizzi- Content Marketing Institute © SO! What? SOcial www.sowhatsocial.com
  7. 7. Content marketing is a marketing technique of creating anddistributing relevant and valuable content toattract, acquire, and engage a clearly defined and understoodtarget audience – with the objective of driving profitablecustomer action. Basically, content marketing is the art ofcommunicating with your customers and prospects withoutselling. It is non-interruption marketing. Instead of pitchingyour products or services, you are delivering information thatmakes your buyer more intelligent. The essence of thiscontent strategy is the belief that if we, as businesses, deliverconsistent, ongoing valuable information to buyers, theyultimately reward us with their business and loyalty. JoePulizzi- Content Marketing Institute © SO! What? SOcial www.sowhatsocial.com
  8. 8. Content marketing is a way of engaging and attracting existing and potentialcustomers through content creation. Content marketing is catering yourslogans, campaigns, tweets, Facebook posts and blogs to your target audience andexisting customers, simultaneously Content marketing is personal, engaging andtells stories. When a brand uses specific words or stories that resonate with aconsumer, they can dig deeper into who they are as a consumer. By utilizingcontent marketing, brands can cater campaigns and stories around buying patternsand personalities. Rather than broadcasting information to the masses, contentmarketing should focus more on emotions and messages that are relevant andcaptivating to the target audience. If so many brands seem to be regularly utilizingcontent marketing, how can you tell what content marketing is? Content marketingis NOT price tags on tangible items. Content marketing is much more subjective innature. Marketing messages and stories that stir beliefs, feelings, opinions oremotions can all be classified as content marketing. The most important takeawayfrom content marketing is to focus less on the cost and product details and focusmore on the customer experience. Dan Bergeron – Likeable Media © SO! What? SOcial www.sowhatsocial.com
  9. 9. Content marketing is the opposite of advertising. It’sabout engaging consumers with the stuff they reallywant, in a way that serves your brand’s purposes andideals, rather than just trying to jam your logo into theirperiphery. It’s reaching the exact consumers youwant, instead of a vaguely defined demo. It’s helpfullyproviding an experience they want, instead of trying todistract them from the one they came for. In short, it isthe very evolution of advertising itself into somethingmore effective, more efficient, and much less odious.Keith Blanchard – Story Worldwide © SO! What? SOcial www.sowhatsocial.com
  10. 10. You can buy attention (advertising) You can begfor attention from the media (PR) You can bugpeople one at a time to get attention (sales)Oryou can own attention by creating somethinginteresting and valuable and then publishing itonline for free: a YouTube video, a blog, aresearch report, photos, an infographic, a Twitterstream, an ebook, a Facebook page. DavidMeerman Scott- The New Rules of Marketingand PR © SO! What? SOcial www.sowhatsocial.com
  11. 11. Content Marketing is anything a company createsand shares to tell their story. It isconversational, human and doesn’t try toconstantly sell to you. It also isn’t a tactic that youcan just turn on and off and hope that will besuccessful. It has to be a mindset that isembraced and encouraged. You’ve got to startthinking like a publisher and use that to plan andexecute your entire marketing plan which contentof any variety should be a part of. C.C. Chapman-Content Rules © SO! What? SOcial www.sowhatsocial.com
  12. 12. Content marketing is the opportunity for brands to think beyond theirown original content and messaging to include a mix of original andcurated content to reinforce their position with consumers as the “go to”brand. From the smallest “brand me” to industry giants, organizations ofall sizes can benefit from content marketing. Marketing through curatedcontent reduces time and costs, increases visibility and reach, and quicklyand effectively establishes thought leadership.It is not enough though toset the workflow to auto pilot and populate the pages of a site withaggregated feeds. A winning strategy succeeds when technology andpeople work together. Automation and semantics can help tofilter, facilitate and uncover hidden treasures, but it is the human touch –thoughtful selection and consideration of content – that will create atruly new and engaging brand experience for audiences to discover, enjoyand share. Kelly Hungerford – Paper.li © SO! What? SOcial www.sowhatsocial.com
  13. 13. Content Marketing is creating or curatingnon-product content — be itinformational, educational, entertaining, etc— and publishing it to contact points withcustomers to get their attention, to focus onthe topic around your solution, and pull themcloser to learning more about you. SamDecker – Mass Relevance © SO! What? SOcial www.sowhatsocial.com
  14. 14. Content marketing is an approach by whichcompanies seek to author and/or sharecontextually relevant content to create orreinforce their brand messaging. When doneeffectively, content marketing is not done indirect support of a sales process, but rather bypositioning a company or individual within aspace. Barry Graubart – Content Matters © SO! What? SOcial www.sowhatsocial.com
  15. 15. Content marketing is the process of indirectly anddirectly promoting a business or brand through value-added text, video, or audio content both online andoffline. It can come in long-form (such asblogs, articles, ebooks, and so on), short-form (such asTwitter updates, Facebook updates, images, and soon), or conversational-form (for example, sharing greatcontent via Twitter or participating in an activediscussion via blog comments or through an onlineforum). Susan Gunelius – KeySplash Creative, Inc. © SO! What? SOcial www.sowhatsocial.com
  16. 16. Blogging, micro-blogging, and social networking sites haveleveled the playing field in the publishing world, giving everyaverage Joe the ability to build a platform and thus, anaudience. With content marketing, you can take advantage ofthese tools to create articles, blog posts, microblogs, videos,podcasts, webinars, and more to establish thought leadershipand build a relationship with your prospects and customers.The content, optimized and distributed across the web, makesit easier to be found online. It generates traffic without selling.By delivering useful and relevant information answeringquestions, solving problems and improving lives in somefashion, prospects can make an informed decision to buy. Theidea is they will buy from you, because you have earned theirtrust. Lisa Gerber – Spin Sucks © SO! What? SOcial www.sowhatsocial.com
  17. 17. What do you think of thesedefinitions? How would you define content marketing? © SO! What? SOcial www.sowhatsocial.com
  18. 18. SO! What? A SOcial MediaCompany. Engage. Connect. SOcialize More information? Connect with us! www.sowhatsocial.com © SO! What? SOcial www.sowhatsocial.com

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