October 30, 2016

Content marketing is a phenomenon that has grown increasingly more important to savvy marketers who want to maximize the digital sphere of influence, and it is something you should be doing. It refers to a tactic that provides valuable, targeted information to customers on an ongoing basis in order to ultimately increase sales. And it makes your brand – whether a rising star or leader – a key influencer in its category.

One example of content marketing – this social media post. Its goal is to provide useful information about this important marketing topic, and at the same time, convey my knowledge of our ever-evolving world of brand marketing.

Content marketing is provided through a variety of both online and offline channels such as web pages, videos, pod casts, white papers, books and magazines. The goal is simple – provide information of value to the target audience. Today, consumers have a great deal of information readily available to them which contributes to more informed purchase decisions. The information you provide to consumers about why they should choose your brand has to be done more effectively than your competitors. And, your brand differentiates itself when it – and you – become a thought leader in your market.

Scott Abel, a Berkley faculty member, content marketing expert, and producer of Information Development World explains: “Content marketing requires us to think of our prospects and our customers like a live theater audience. Your content should serve to dazzle, inform, and entertain them and leave them wanting more.” In a conversation with Scott, he observed that too many companies jump right into providing content without taking the time upstream to define what the brand really should convey with regard to its key messages and its promise to consumers. You can’t dazzle unless you have a brand story that dazzles, informs and entertains.

No tactic should ever be viewed as a substitute for an overarching brand strategy, key messaging, and brand promise – all supporting a consistent brand experience, category leadership and profitability. Content marketing adds firepower to a strong strategic communications plan. And each tactic you employ in support of that strategy must weave together – seamlessly – to tell a compelling brand story.