My Thoughts on Content Marketing

Content Marketing is all the rage these days. Why? Because it works.

Before explaining the how and why, I need to address what it is exactly.

Simply put, Content Marketing ("linkbait" as it was called in its infancy) refers to the use of any type of content that serves to attract consumer attention.

Think "Samplers".

On the Internet, content most often takes the form of  any type of media that manages to tell a compelling story (or enrich the lives of the audience in some meaningful way). Its true function is to attach credibility to you as a presenter and bestow upon you trust from the target audience.

Credibility and trust are the most important attributes any seller could hope to have. Content, if done right, provides you with the means to build a strong reserve, and with enough credibility and trust in hand, you can anything to anyone.

Crucial to the success of this type of marketing is the calibre of content being proferred:

• Content MUST have take-away and share-worthy value: news, how-to articles (tips and shortcuts), editorials, guidebooks and infographics are all useful and easily-distributable.
• Content must be original and unique, free of errors and inaccuracies.
• Content should invoke an emotional response or reaction that triggers the instinct to share.

Take Your Content Seriously

The end-game may be to sell more product, but the content itself must never be seen to be overt in terms of its sales message. That means steering clear of the hard-sell and leaving out the sales pitch. Opportunities for you to talk about your product offerings will come after you've had a chance to establish your credibility and trust. That's easy to do if you commit yourself to producing the kind of content people want to consume. Sooner than later, you'll have masses pounding at your door, credit cards in hand.

Content Marketing Works

Once you're committed to the idea, here's a few helpful pointers to keep in mind:

• Creating good content takes time. Be prepared to set aside hours, days and weeks if necessary to produce it.
• Original ideas are worth their weight in gold. Place a high premium on individuals that are not only well versed in the industry you serve, but who are willing to think outside the box.
• Hire artists and graphic designers. Those who can articulate concepts with drawings and visuals are invaluable to have on staff.
• People who can write in a clear, engaging style are equally invaluable.
• Social media is the principal information distribution outlet. Encourage your whole staff to get involved.
• Have faith. Good things come to those who wait.

In many ways, Content Marketing is not unlike the little toys that come in a Crackerjack box, the free samples served at your local grocery store or a test drive in a luxury car. They all serve the same purpose - to whet the appetite for "more". Content Marketing as a concept, may be the latest craze, but in reality the principles behind its success have been ensconced since the dawn of Marketing's golden age.