“Content Marketing is all the Marketing that’s left” — Seth Godin
Content Marketing is the process of creating and sharing relevant, valuable, story-driven content – in multiple media formats – to attract, convert and retain customers in a target market.
“Content marketing is all about telling a compelling story” — Joe Pulizzi
It’s the best approach to being seen as a market’s recognized authority – resulting in more customers, higher prices, greater loyalty and lower marketing costs.
The single goal of content marketing is to drive profitable customer action.
Content Marketing History
Content Marketing has been used as an effective marketing strategy for more than a century (think Jell-O recipe books which were introduced in 1905).
Then, in 2011 and 2012, Google changed its search engine algorithms with their Panda and Penguin updates, which put a higher value on content and pretty much eliminated the ability to “trick” the search engines to get high rankings.
Since then, the use of Content Marketing has literally exploded due to its effectiveness in driving search engine optimization, lead generation and sales — as well as higher prices, greater customer loyalty and lower marketing costs.
“These days, people want to learn before they buy, be educated instead of pitched.” — Brian Clark
“Content builds relationships. Relationships are built on trust. Trust drives revenue” —Andrew Davis
Content Marketing: the foundation of almost all other forms of marketing
- Search Marketing
- Inbound Marketing
- Editorial Advertising
- Public Relations
- Email Marketing
- Book Publishing
- Social Media
- eLearning
- Newsletter Marketing
Although all content formats – video, audio, image, text – should be used in Content Marketing, audio and video should take priority due to their proven effectiveness in driving customer engagement and conversions.
“Traditional Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one.” — Robert Rose
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