3d man climbs the ladder of next level


Content Marketing – part one

Content Marketing is described by the Content Marketing Association (CMA) (www.the-cma.com/) as “the discipline of creating quality branded content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.” And, by The Content Marketing Institute (contentmarketinginstitute.com), as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action“.

At a Digital Marketing Workshop today I heard a great quote. Traditional marketing sells the product. Content Marketing sells the idea of the product.

What Makes Good Content?

Words: Relevant; page-turners; features, articles, stories, blogs that stick to the highest journalistic standards.

Images: Inspiring, engaging, useful; laid out on the page by a designer to national website/newspaper/magazine standards. Video is becoming more and more powerful way to reach customers, particularly short videos that work on mobile.


Why It Matters?

We have 24-7 access to mobile devices, laptops, TVs, videos, the modern day consumer wants information he/she can enjoy, and share with friends via social media. Sharing information and content, sharing likes and dislikes and keeping up with the virtual Jones’s = sales!

Who Produces Content?

Uncle Tom Cobley and all. From the teenager putting on their make up to the intern asked to publish the company’s brochure online, to you and me, tweeting, Facebooking and sharing our words and images via phones, watches, TVs and computers.

Who Produces Good Content?

Media all-rounders from the world of journalism, PR and marketing and in niche markets it pays to use people who are passionate and know their subject inside and out. Innovative journalists know that their skills are in demand.

What About Social Media?

Producing great and relevant content is only one part of the equation. It’s vital that you reach the audience you want to reach and send your message via the right channel. But don’t rely on add-on social media campaigns or random bedroom blogging. It’s time for all businesses whatever the size or budget to strategize the content they produce, and get professional about the message they manage.

Future Trends

Brands are becoming broadcasters and publishers.

Jamie Oliver’s Food Tube (https://www.youtube.com/user/JamieOliver) now the second biggest food channel in less than a year.” Similarly, Red Bull, famous for its clever marketing and content, is described by Mashable.com’s writer James O’Brien as “a publishing empire that also happens to sell a beverage”. And Forever Sports from Sports Direct, Porter from Net A Porter, Edition from John Lewis are all quality, big selling magazines in their own right, paid for and successful, and competing alongside their non-branded, traditional competitors.

See My Presentation to the Triathlon Industry Association, How Can We Gain More Coverage For The Sport Of Triathlon for an insight into the world of journalism.


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