The jury is out, an article in the Harvard Business Review discusses how “More people would rather learn about a company via an article than an ad”. Therefore as marketers, it is clear that understanding how to employ Content Marketing may mean the difference between a successful media campaign and a mediocre one.
Firstly, lets discuss what Content Marketing is. A good way to define it is by highlighting how it differs from traditional marketing. For instance, traditional marketing focuses on pitching your product or service, whereas content marketing aims to provide truly relevant information to highlight how the product and service is used or can be used to solve the customers issue. Nonetheless, the aim of content marketing remains the same, “to drive profitable consumer action“.
Now lets discuss the different tools that you can use to implement content marketing. These tools may include; blog posts, consumer created content, social media posts, infographics, vlogs and videos, just to name a few. Here is an image that outlines the many ways content media can be harnessed.
Not only, is it clear that content marketing is becoming more and more popular, but it also drives results. Some of the benefits that organisations are seeing include being able to gather better insight into how their consumer interacts with the brand. For some insight into how other brands are using content marketing, check out Lego’s youtube channel or Redbulls Media House.
What are your thoughts? Have you guys ever encountered content marketing? Do you think it worked?