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MediaPost Publications It’s Time To Get Engaged With Content 08/27/2010.byLen Stein
The growing dominance of social media compels marketers to abandon their old hard sell in favor of a content-driven marketing conversation that can facilitate meaningful brand relationships with customers and prospects. In this challenging environment, content is a key tool to fostering relationships, but publishing a blog, creating a Facebook fan page or launching a Twitter feed is only the beginning of a strategic content marketing program.Content marketing differs from traditional methods that employ interruption techniques in the belief that delivering helpful, relevant information drives profitable consumer action. The idea of sharing content is increasingly driving marketers to make proprietary intellectual assets available to influential audiences. Savvy content marketers create fresh information to share via all available media channels, on and off-line.
The Philosophy of Content…
Content marketing frequently takes the form of custom magazines, newsletters, white papers, websites and microsites, webcasts/webinars, podcasts, video portals, vid-casts, roadshows, roundtables, interactive online, email, and events. Such content is not designed to hype a marketer’s products or services, but to demonstrate one’s expertise by informing customers about industry issues. The primary motivation is the belief that an educated customer will recognize the brand as a thought leader worth listening to and doing business with.
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