According to the Content Marketing Institute, “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.” Here are some popular versions of content…
- blog on your website
- photo or illustration
- recorded or live video
- Facebook or other social media post
- pay-per-click ad
- display ad
- social media ad
- TV commercial
- print ad
The quality of content is judged by it’s value and relevance to the audience it’s directed at. The value could be centered in its ability to entertain, inform, and otherwise earn the attention of the viewer. If you’re talking to six-year-olds about planning for retirement, there’s not much value there. If you’re talking to them about toys or fun food, you have their attention. And attention is the first step. It always has to be paired with a call to action which is sometimes subtle and sometimes like a sledge hammer to the head. That call to action has to happen at exactly the moment you’ve created an emotional response to your piece of content marketing. Because that’s when persuasion truly happens.
One ad, post, or video has rarely convinced a prospect, let alone a market, to move from the land of inertia. One of the most profound “secrets” of content marketing is that it has to be regular. A video production company that was posting a how-to video once a month had 2,000 people coming to look at it on YouTube each month. They knew they could do better. So they started publishing one video a week. In less than a year they went from 2,000 to 500,000 people looking at their videos every month. Consistency pays off.
“…profitable customer action.”
By using strategic story telling and every available demo-defining piece of data available effective content makes action happen. Action could be
- actually making a purchase
- asking you for more information
- filling out a form
- moving from one sales funnel point to the next
- watching a complete video
But the purpose of all content marketing is profitable customer action. Let us make some action happen for you. If you’d like to talk about your metrics, your content marketing strategy, or anything else relating to digital media and marketing, please fill out the contact form below or email us. We will get back to you.