Introduction to Content Marketing
In an increasingly online world, marketers have turned to different genres on the Internet to keep current customers and bring in new ones. Not only is it a good strategy, it is necessary for a business to stay alive and keep the competitive edge. Whether a company uses a website, social media, blogs, or email, it is essential that it uses all of these tools and exploits them for all the benefits that they offer.
Content is king as they say, and in the online marketing community,you will learn how important it to utlilize content to inform,educate,and boost your credibility and comnection with consumers.
What aspect do these tools share in common that is imperative for a successful Internet marketing strategy? Yes, you can find them all online, but there is one other thing that they all share in common. The answer might not be obvious at first, but we guarantee that even if you don’t know, chances are, you already engage in it if you already have an Internet marketing strategy.
The answer is “content,” and in the online marketing community, they say that “Content is king.” Though content is not a new concept, it is far more important these days than ever before in the marketing community. The reason, as you may already know, is because of the Internet. Exactly how that has come to be will be discussed further, as well as a larger number marketing tactics that involve content.
In this ebook, we will discuss Content Marketing. We will delve into the importance of content and what you can do with it to make a good Internet marketing strategy into an even better marketing strategy. First, we will put the concept of Content Marketing into a much clearer context to highlight why it is important.
Old vs. New Rules of Marketing
You need to be familiar with the “new rules” of maketing if you are going to develop an effective Content Marketing plan.
Before addressing specific steps towards Content Marketing, let’s look at how marketing has changed in regards to the “digital age.” Due to the fact that so much of a company’s presence is now dependent on multiple streams of media, the way that marketing activities are implemented has changed. You need to be familiar with the “new rules” of marketing if you are going to develop an effective marketing plan.
The old paradigm of marketing was focused on delivering a one-way message from the organization to the potential customer. The idea was that the more creative the message and marketing campaign, the more likely the customer would be to respond by purchasing the product or service. Other characteristics of the old marketing rules include:
• Advertising was key
• Advertisements were meant to appeal to the general public
• Advertising campaigns ran for a specific period of time
• Awards were pursued for advertising campaigns
• Audience may have felt interrupted by advertising messages
• Public Relations (PR) was a separate function from advertising
PR had its own set of rules that companies would follow. The main goal of the public relations department was to generate a press release that would grab the attention of members of the press and then use that attention to show that the audience was getting the message. Some other aspects of the old public relations format:
• All effort was focused on getting the message out to the public
• The press release was the most important tool
• The PR department was at the mercy of the press for success
• Successful PR required creative ‘spin’
Since the advent of the Internet, information is everywhere and available to everyone. Instead of getting the attention of the press in order to be successful, marketing and public relations now require that a company get the attention of the individuals surfing the Internet. The most successful marketing and PR campaigns are the ones that get the organization ‘found’ on the Internet. Some of the new rules include:
• People are well informed and expect the truth rather than ‘spin’
• Interruptions won’t be well tolerated in the age of DVRs and email filters for SPAM
• People demand value for their time and money and will use the Internet to get it
• Marketing and PR are designed to appeal to niche audiences
• Marketing and PR employ multiple techniques to reach those audiences
• Content stays online permanently so there is no end to a campaign
Marketing and PR can now also take advantage of the new tools available. Media is no longer limited to just articles, direct mail, TV, radio, newspapers, telephone, and press releases – it is multifaceted and requires multiple methods of approaching the customer in order to be effective. The new marketing paradigm requires that the company deliver quality content via a number of the tools available today such as:
• Web sites and pages
• Social media sites
• Articles in directories
• Videos and video blogs
With all of these tools available, companies have to be able to adapt their marketing and PR tactics in order to reach their customers in the ways that they are now available to be reached. You have to be where the customers are if you want them to hear the message or messages that you are trying to deliver. How you will do so is what you will determine with your Content Marketing strategy.
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