What is Content Marketing?
In the simplest terms, content marketing covers all the ways you communicate with your audience base using “AWESOME RELEVANT CONTENT”.
What is AWESOME CONTENT:
- It’s content relevant to your audience’s needs
- It’s conveyed in words your audience understands
- It’s easy for your audience to find
- It’s concise
- It’s easy to share
- It evokes a response (a call to action)
Content marketing is not a sales pitch. It’s more than that. Written from your audience perspective, it answers a question or solves a problem they have. It answers the question, “Why is your company the best solution to that problem?”. It’s about addressing pain statements. It’s about building rapport and credibility with a mostly virtual audience who can access this information anytime and anywhere.
AWESOME CONTENT can be repurposed.
For instance, you write an article on six ways to find creative inspiration for introducing a new menu item to your restaurant. In the course of writing this article, you found a food critic that specializes in this type of food. She would like to do an article on your website on the benefits or other recipe ideas that incorporate this style of food. You also turn to your supplier who would like to post your article on their site. When you launch the new menu item you place your article in an email newsletter that gets shared through social media and also shared to additional email addresses. Later in the year, you revisit that original article and create a new article on how you’ve tweaked the recipe to make it organic.