What is Content Marketing, anyway?
It is the use of audience-specific content to deliver a targeted message designed to drive a desired action or behavior. Sounds straightforward, right? Just because it sounds simple, doesn’t mean it’s easy.
The key to effective Content Marketing is to use it as part of a larger Integrated Marketing Strategy. Build your strategy around your specific audience and their needs, challenges, and desires. Once it’s in place, creating compelling content actually is pretty straightforward.
We approach Content Marketing from three different angles:
- Audience: What does the audience care about most? What is their strongest desire or most urgent need?
- Topic: What information or experience could we give them that would help them achieve their desire or address their need?
- Vehicle: What format would be the most engaging for our audience and help them absorb the content in a meaningful way?
Clients can get very excited about the idea of an eBook, or video, or latest trendy thing that caught their bosses attention. However, these are the “tools of the trade” so to speak. They are what we produce after all the thinking, strategizing and planning is done to ensure that the eBook or video we create is delivering the right message in the right way to the right person.
Want to talk more? Feel free to contact us anytime.