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What is Content Marketing?

Content Marketing, according to the  Content Marketing Institute, is defined as:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Dissecting this definition leads us to the following:

  • A strategic approach means that an organization needs to have a long term plan in place to incorporate various aspects of content marketing in its digital marketing, and sales process.
  • There must be a process related to the creation and distribution of content. This process must be tightly integrated with the product management group as well to ensure that the right content related to the organization’s products and services can be created and distributed to the right online audiences.
  • With all types of content being created nowadays and competitors vying for user attention, the organization must constantly create fresh and innovative content. This requires that an organization must have an appropriate ideation process in place that encourages all organization members to provide ideas related to all types of content.
  • As various parts of the organization gets busy in creating content, it’s important to ensure that the central theme and message of the content related to the organization is consistent with organization’s branding and messaging guidelines. This will ensure that the various quarters creating content stay focused on the key message of the organization.
  • Creation of content requires an understanding of the target audience. This is essential to ensure that the right content can be created for the audience that in turn can be receptive to that content and causes them to take the desired actions. Definition of an organization’s audience, therefore, is an essential step before the creation of content.
  • Each piece of content that is created must have a specific objective to ensure that all content creation processes are aligned to the organization’s overall digital marketing goals.

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