I would like to begin by saying that content can be defined as something which is of interest to a person, for example an article or piece of media. Content marketing is commonly understood to mean the creation and sharing of information with the intention of generating leads, sales and revenue from its dissemination. I feel this definition leaves out certain important details pertaining to what it means to engage in content marketing.
My first thought is that I question whether anything can be said to be of interest to a person, as the individual’s interests and attitudes may vary considerably. Another perspective would thus be that there are varying degrees of content based on its relevance or usefulness to an individual, which seems more accurate than simply stating that something is interesting.
My second thought is that there are different ways to generate leads, sales and revenue from information dissemination. The most common practice in content marketing today seems to be disseminating information about a product or service for the purpose of generating leads which can later be converted into sales. I feel this definition overlooks the fact that it is possible to use content creation as an alternate way of providing value to customers.
My third thought is to say that there are many ways in which content can be created. For example, a blog post about the psychology of shopping or a short video explaining how stock quotes work would both qualify as content marketing. I feel this definition leaves out the fact that it may not be necessary for information sharing to take place via written text.
Finally, I would like to say that content can be created specifically for use in marketing efforts but it also may be created as a by-product of an existing line of business. Companies such as Apple and Google create useful products which generate enormous amounts of information about how they are used or what their customers think about them. This information is then exploited through traditional content marketing practices or simply shared with the public.
I believe the most important thing to consider when undertaking content marketing is whether or not your customers are actually interested in your product. If they are then you have already achieved a great deal, but if not it seems that providing them with information about your products and services will be unlikely to change their opinions.
In other words, content marketing is the process of creating and distributing valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. It has evolved as a highly effective way for businesses to leverage their existing assets (e.g., products/services, technology, brand equity) by building communities on digital channels like blogs or social networks which generate interest in their offerings through relevant conversations.
Content marketing is a very effective way of building relationships with people and creating long term customer loyalty. The process requires in-depth understanding of the target audience, their wants, needs and desires. This information is used to create content that will be useful for them.