Content Marketing is a huge buzz phrase in online marketing today. What does it really mean?
Content Marketing is a strategic approach to marketing based on creating valuable, relevant and inclusive material that targets a particular market niche and provokes a call to action. Content marketing is more than a sales pitch. It is the art of communicating with customers in a way that educates them and builds a relationship where companies are ultimately rewarded with their loyalty and business.
The three components of content marketing can be simplified as follows:
Provide Value: This can best be classified by the act giving free advice and tips of the trade. For example, a retail store that gives tips on accessorizing is adding value to their social media discussions without any expectations. Sephora is a perfect example – check out their Facebook page. It’s like the “Giver’s Gain” philosophy that lies at the heart of BNI – the Business Network of which I am a part. That philosophy is one that can be applied in all aspects of work and play.
Be Relevant: Be creative with your content and remember that timing is everything. It is smart marketing and customers appreciate the fact that you are thinking for them by presenting ideas. PetSmart is always right on top of these opportunities, tugging at the heart strings of pet owners, as is Best Friends in Boxford where I bring my Enzo.
Be inclusive: Don’t be afraid to recognize industry experts in your field. It takes a village to be successful and recognizing the contributors is a good thing.