What is Content Marketing?

Content marketing is not a new concept, but is gaining new momentum in 2010. PR 20/20 introduced it as a core element of the Inbound Marketing GamePlan released Jan. 20 (click here to download the free PDF eBook) and recognized content marketing authority Joe Pulizzi believes that we’ve entered the Year of Content Marketing.

The concept has emerged in recent years due to a number of factors contributing to an increasingly competitive business environment, including: economic conditions, technological advances, focus on search engine rankings, the expansion of the social Web and the shrinking of traditional media.

Organizations no longer have to wait for the media to tell their story, and more than that, they are starting to see the publishing of relevant, link-worthy content as the great differentiator for their brands.

Today, content marketing services are a core part of integrated inbound marketing campaigns, and center on helping companies grow faster and smarter by outthinking, not outspending, the competition. Organizations that become their own publishers are realizing the power of generating leads, building brand loyalty and gaining new competitive advantages.

Content Marketing Defined

In early 2000, while working in the publishing industry, Pulizzi (@JuntaJoe) started using content marketing to describe a variety terms, including: custom publishing, custom media, customer media, customer publishing, member media, private media, branded content, corporate media, corporate publishing, corporate journalism and branded media.

Then in 2007, Pulizzi helped to refine the concept’s identity by recognizing the five main components (or phrases) that make content marketing what it is: editorial-based, marketing-backed, behavior-driven, multi-platform and targeted.

In 2008, marketing industry thought leaders joined the conversation and offered their thoughts:

• “Content Marketing is the Only Marketing Left"—Seth Godin, Junta42 Blog Post: “Content Marketing is the Only Marketing Left” and 10 New Marketing Lessons (January 2008)
• “Content marketing, in my definition, is the ability to produce useful and entertaining information that is worthwhile on its own, but that might also be useful towards a sale or subsequent action.”—Chris Brogan How Content Marketing Will Shake the Tree (August 2008)

In 2009, Pulizzi released the book “Get Content Get Customers-Turn Prospects into Buyers with Content Marketing” with co-author Newt Barrett, and the Content Marketing Playbook eBook with with Jonathan Kranz.

Pulizzi’s defintion can be found on the Junta42 resources page. 

• “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.”
• Or the Twitter-friendly version:“Content marketing is the creation and distribution of valuable, compelling content to attract, acquire and engage a target audience.”

Content Marketing Activities

As mentioned earlier, content marketing has become the great differentiator — a sustainable competitive advantage that enables businesses to separate themselves, while driving acquisition (leads) and retention (loyalty).

At its core, content marketing activities include the production and publishing of creative, compelling and relevant content, including, but not limited to:

• Articles
• Blogs
• Case studies
• Custom print magazines
• Desktop applications
• Digital magazines
• eBooks
• Email newsletters
• Microsites
• Mobile applications
• Press releases
• Print newsletters
• Photos
• Podcasts
• Videos
• Webinars
• White papers
• Wikis

Content + Community

Content marketing alone will not generate leads and loyalty, but it can help an organization enhance its positioning as a thought leader and innovator, connect with audiences in a more authentic and personal way, and directly impact its Website’s search engine rankings and traffic.

While many understand the benefits of investing in the production of captivating content pieces, without community building activities, established distribution channels, and the internal commitment to a long-term strategy, the content will not travel far beyond the place it is published on the Web.  

By seeing content marketing as the lifeblood of an inbound marketing strategy, feeding off the strength of the brand, Website, social media and search marketing strategies, and pumping new life into traditional PR, advertising and marketing campaigns, marketers can monitor and track measurable results of their investments, and use this data to continually adjust strategies to meet the changing demands of their audiences.

While content marketing may not be a new idea, the way that marketers have begun to embrace it as a fundamental part of their 2010 plans is of great interest to our agency. Look for more on content marketing throughout the year, and please share your thoughts and resources, and what areas you’d like to learn more about.

Capadona-Schmitz is assistant vice president and consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. She can be found on Twitter @ChristinaCS.

Top 5 Inbound Marketing Stories of the Week: Social Media Strategy

Does your company have a social media marketing strategy?  If you're inclined to answer "yes" because you have a Twitter handle and a Facebook page, you may want to re-think your answer.

Our top article on InboundMarketing.com this week urges you to take a step back, do your homework and form an actual strategy for social media marketing.  What are your objectives?  What are the opportunities?  What are your competitors doing?  After all, there's more to social media marketing than tweeting and Facebooking…

1.Developing a Social Media Marketing Strategy

Author: Bernie Borges of Optimize This

Bernie's main message is that, for a business, a social media strategy serves one simple purpose: "enabling your company to engage in authentic conversations with your community so you can improve your ability to attract, retain and serve your customers."  Still, he encourages readers to stop to do some research first — inside the company and out — to gain valuable insight that will drive their strategies.

Among Bernie's recommendations are to listen first and define your objectives, whether they be geared toward competitive differentiation, market share growth or the expansion of your brand.  His final words of wisdom are to "let your content go,” sharing it with and promoting it to your community.

Lesson: Think before you do.

2. Stop Building Microsites?

Author: Todd Defren of PR Squared

Wondering if creating a microsite might be a good idea for that new campaign you're promoting?  Exploring the topic of campaign microsites, Todd questions their worth and whether they generate any real traction.

While he doubts the majority of microsites has an ROI worth your time/investment, he does however share his thoughts on when one might make sense - when your company is part of a highly regulated industry that needs to be cautious with content, disclosures and consumer engagement.

Lesson: Look at how others are using social media, but evaluate what works best in your particular industry and for your own company before trying the same things.

3. Twitter Lists: Journalism Becomes a Real-Time Job

Author: Pete Cashmore of Mashable on CNN.com

Lately, I've been noticing that content overload on the Web is becoming quite a popular topic.  To this point, Pete's article discusses Twitter’s new list function and its ability to filter and organize clutter.  

Is Twitter hinting at a cure for information overload, Pete wonders?  He discusses the possible opportunity for a new job position based on content organization – the real-time Web curator.  Should journalists assume this new role and capitalize on this trend?  In any event, Pete's sure a "curation" economy is starting to take shape.

Lesson: Create Twitter lists using your company Twitter account to organize leaders/content in your industry.

4. How to Write a Blog Post That’s Stickier than Velcro

Author: Marelisa Fábrega on ProBlogger

"Sticky" ideas are those that are spread, remembered, and that people act upon.  Marisela's guest post explains the six common traits of sticky ideas, a concept originated by the bestseller, "Made to Stick: Why Some Ideas Survive and Others Die.”

1. Keep your message simple
2. Use an unexpected approach to capture readers’ attention
3. Describe your idea in a concrete, tangible way 
4. Illustrate that your message is credible by quoting statistics, studies, etc.
5. Appeal to and evoke readers’ emotions
6. Tell a story 

Lesson: Attract readers to your business blog by creating content with “sticky” properties.

5. 25 Must Read Social Media Marketing Tips

Author: Lee Odden of Online Marketing Blog

Want to learn the best social media marketing advice from expert in-house marketers?  Read Lee's post, which includes tips on social media strategy (oh how we've come full circle!), how to decide on tactics, and measuring success.

One thing’s for sure – the benefit of social media involvement is hard to ignore.

Lesson: Find inspiration to get started in the social media-sphere from experienced marketers.

Photo by Anil Jadhav

Video: How to Use Social Media for Lead Generation

Learn how to use social media for lead generation. Download the free video to leverage Twitter, Facebook and other social media sites to generate leads and customers.

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