This is one of those things that you always wanted to know but you were afraid to ask. And that, my friend, is totally understandable when everybody talks about it – how many of them really know what they’re talking about? But this is another story.
Here are some definitions:
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. (definition taken from Wikipedia)
or, even better:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. (definition taken from the Content Marketing Institute)
In lay terms, instead of using the more traditional marketing approaches, where you talk about your brand, your product or your service, you turn the tables, put the customer first, and start talking about how you help the customers solve their problems.
You start by sharing relevant, useful, interesting, thought-provoking content that will help position your company at the top of your customer’s mind.
Even if it sounds like the newest “shiny thing”, content marketing is not new. Some of the oldest and most notable examples are “The Furrow” – the farmer’s magazine John Deere is editing since 1895 for its customers, and “The Michelin Guide” – a restaurant guide that Michelin tyre company started editing in 1900.
The power of storytelling is not new. And it has already demonstrated its potential to attract and retain loyal customers.
Start telling your story. We’ll publish it.