Content marketing goes by many names…let’s try to name them all: custom publishing, custom media, customer media, customer publishing, member media, private media, branded content, corporate media, corporate publishing, corporate journalism and branded media.
Perhaps nothing says it better than content marketing. But what exactly is content marketing?
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
And they do. Content marketing is being used by some of the greatest marketing organizations in the world including P&G, Microsoft, Cisco Systems and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.
See the best case studies and research on content marketing for free with a subscription to Chief Content Officer magazine from the Content Marketing Institute.
Consumers have simply shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant). Smart marketers understand that traditional marketing is becoming less and less effective by the minute and that there has to be a better way. Thought leaders and marketing experts from around the world, including the likes of Seth Godin and hundreds of the leading thinkers in marketing, have concluded that content marketing isn’t just the future, it’s the present.
— Information provided by the Content Marketing Institute