You’ve most likely heard the expression “content marketing” lately. It’s all the rage within the social media realm. Smart companies and individuals are practicing it to increase their brand awareness and reputation—probably the same companies with which you’re most familiar.
Then again, you may know exactly what it is, but when forced to explain it, fall short. Let us help.
The fancy definition from the Content Marketing Institute:
“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.”
In layman’s terms, it’s any content that’s custom created and shared on a regular basis using one or multiple channels to promote the success of a campaign, business or individual.
It takes multiple forms and is different for each user. Its only uniform constant. It’s NOT direct selling or advertising. It’s the delivery of valuable information that helps consumers make decisions and develop perceptions. There are several modes of delivery:
• A blog
• Social-media platforms: Facebook, Twitter, etc.
• Websites
• Public appearances
John Deere is attributed as the first brand to introduce this concept with its magazine “The Furrow.” The magazine didn’t sell products but was an outlet of industry information for farmers.
Our next blog will delve into further detail about ways that outlets can begin to implement content marketing in their daily activities to achieve more positive results, and showcase John Deere as a prime example of excellent content marketing. Check back soon.
