If you are reading this blog right now, you are participating in a trend that has transformed the face of marketing as we know it. “Content marketing is …….. creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action,” according to the Content Marketing Institute.
If that sounds a lot like what traditional advertising endeavored to do, you’re correct. Content – its creation, refinement and dissemination through multiple channels of communication – has become the essential recipe to the marketing formula. And, like traditional advertising, the gauge of success, too, for content marketing is, “profitable customer action”, e.g., thought leadership, lead generation – and ultimately, sales.
But what has rocketed content marketing to the fore has been a very definite, and measurable, shift in the relationship dynamic between company and the content consumer. Driven by social media, smartphones and other means of point-to-point communication, this consumer now can decide exactly which messages to consume and when. As noted entrepreneur and web expert Brian Alvey has said, “The revolution occurred (because) the audience is now in charge.”
With corporate bottom lines hanging in the balance, it’s little wonder that marketers are flocking to feed the appetites of this content-hungry public. But there is a law of diminishing returns that applies, too, to content marketing, and overload certainly is a serious risk factor – with consumers having to sort through, by some estimates, more than 2,900 distinct content marketing messages per day.
With such a groundswell, it’s logical that both quality and curation need to be considered, lest your content marketing messages get drowned out. Here are some tips to keep your content marketing strategy on target:
What has worked for you with content marketing?