Content marketing is any marketing format which involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.
Content marketing is focused not on selling, but simply on communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering to them “consistent, ongoing valuable information”.
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is non-interrupting, the art of communicating with your customers and prospects without selling. Instead of pitching your products or services, you are delivering information to help your buyers making intelligent decisions. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
And they do. Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works!
The infographic highlights the best practices and the Do’s and Dont’s of Content Marketing.
The Do
Iggnition’s Content Marketing service can help you to formulate and execute an online Content Marketing strategy.
