Posted: 8th April 2017
Jane Heaton of Jane Heaton Associates takes you through content marketing, how it can help your business and how to get started in content marketing.
I’ve heard a lot about content marketing recently, but can you explain what it is…surely it’s just writing blogs and guest blogging for others as most of us have been doing for years, but am I missing something?
The term content marketing is generally used to describe the process of marketing through creating and sharing content that potential customers find relevant, useful, and valuable. The ‘content’ itself can take all sorts of forms and formats.
Like social media marketing, content marketing is all about being helpful rather than overtly selling and aims to build relationships that convert to new and retained business over the long term.
Blogging done well (that is giving your audience what they want to hear not just what you want to say) can be the cornerstone of a successful content marketing strategy … but it’s never the only thing that’s going on. Mainly because a blog post is only one way of getting your content out there – and may not be the most suitable match for the content ‘experience’ you need to deliver at any one moment in time.
A well designed content approach can be quite complex. Here are the highlights:
So essentially, a content marketing approach brings all your marketing activities and platforms together and joins them up into one cohesive strategy and process – putting the ‘content’ (what your customers want to read, hear, see and experience) at its heart.
It’s likely to take more research, thinking, planning and detailed execution than marketing that relies primarily on using just one or two key activities or tools. In fact any business using content marketing these days has to act more like a publisher or broadcaster than a traditional marketer of products and services.
Whatever marketing activities you’re currently doing, if you think your results need a bit of a boost, you may well just need to extend those activities a little and get more ‘joined up’ in order to play the bigger content game and reap the rewards. And if you’ve already got a successful blog, then you’ve got a good head start!
Jane Heaton is the founder of http://www.janeheatonassociates.com
This article was originally published on www.doyourownpr.com