Content Marketing Definition #marketing #automation #definition


Six Useful Content Marketing Definitions

Our definition of content marketing depends on who we are talking to and what we are doing with it. Rob Yoegel. Content Marketing Director at Monetate, recently reached out to a group of content marketing experts searching for definitions.

What we realized is that there are a lot of content marketing definitions out there, but not a lot of useful ones for practitioners and content marketers. So, here s a number of content marketing definitions depending on your need.

Enjoy, and feel free to define content marketing yourself as well.

Content Marketing Formal Definition

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action.

A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.

Content marketing is comparable to what media companies do as their core business, except that in place of paid content or sponsorship as a measure of success, brands define success by ultimately selling more products or services.

Content Marketing Less Formal Definition

Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.

Content Marketing Elevator Pitch

Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.

Content Marketing For Practitioners

Content marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content.

Content marketing is the process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.

Content Marketing For Non-Believers

Your customers don t care about you, your products, your services they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.

Need more help to define content marketing? Here s 21 more definitions courtesy of Heidi Cohen.

Author: Joe Pulizzi

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Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Get Inspired: 75 (More) Content Marketing Examples FREE! Bernie Borges

As content marketing continues to mature I believe we need to expand the definition. Content is any experience a customer has with a brand. The way Southwest Airlines engages with their customers is a form of content.

Essentially, content marketing is giving your customers a great experience over and over again. If you think this is good customer service, you re right. And, it s also another way to think of content marketing. Joe Pulizzi

Hi Bernie honestly, I struggle with that. Right now, I see a clear differentiation between content marketing, and, say, promotional web content, or tweet responses. In your example, customer service is customer service. I would never see that as part of content marketing (never say never, right?). It may be next to the process, but I don t see it as part of the process at least for now.

Thanks for the input. You got me thinking. Bernie Borges

Hi Joe I admit it s a bit of a stretch. I hadn t considered it previously either. The Southwest Airlines example comes to mind because if I fly them and I never consume any of their traditional content the only content I might experience is that which is delivered when I experience their brand in action. In that case, isn t that experience their content? Think about it. Joe Pulizzi

My thoughts content, yes content marketing, no.

Thanks my friend!

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