When it comes to content marketing, where do I start?
Marketing has always been about the creation and dissemination of content. However, new channels, formats and platforms have made this both easier and more overwhelming than ever before, making it difficult to know where to start. Effective content marketing involves careful consideration of your objectives and framing your content to best reflect the nature and goals of your brand.
- Be thoughtful about your objectives: building awareness is very different from converting a purchase. Some content will entertain, while other content will persuade
- Relevance is central: you must tailor your content to what your audience wants to know, and say it in a unique way
- Develop an overall strategy based on the values of your brand: while the tie in may be subtle, all of your messages should reflect back to it
While marketing has always been about the creation and dissemination of content, “content marketing” has become a hot topic in brand communication. The fundamental principles of marketing still apply, but it has never been easier to create and distribute content on behalf of brands. Given the tremendous range of media platforms and the near-limitless potential for content itself, developing and executing a strategy can feel overwhelming.
In this white paper, we offer ways to best approach content marketing for your brand. We begin with a definition of the term and suggest key considerations, starting with a set of very clear goals for what you want your content to do. We discuss the challenges of content marketing in today’s digital environment and highlight a number of examples of brands that have excelled in various approaches to it. We consider what kind of content to offer, to whom it should be offered and how best to reach your intended audience.