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The “What” & “Why” of Content Marketing… Continued

by on October 11, 2011

In my last post I took a stab at defining Content Marketing (below)

Content Marketing is:

Delivering information to a targeted audience that will benefit members of that audience in several possible ways (e.g.):

  1. solving a problem
  2. clarifying an issue
  3. increasing knowledge
  4. teaching a skill
  5. providing entertainment

Through the Content Marketing Institute, I just downloade a document from that appears like it has a lot of good stuff on this whole subject. I’ll be giving it a good read and passing on what looks beneficial to me. But for starters, let me give you their definition. from The Grande Guide to B2B Content Marketing

Content marketing is the art of creating, curating and
distributing valuable content, combined with the science
of measuring its impact on awareness, lead generation
and customer acquisition.

And they follow that with some initial comments on the “Why”.

Simply put, it’s business-relevant communications …
minus the selling. It’s the antidote to “interruption
marketing.” Instead of pitching products or services,
a content marketer equips buyers with the knowledge
to make better-informed decisions. Central to content
marketing is the belief that if businesses deliver
consistent, helpful information to buyers at the right
time, then prospects will ultimately reward the company
with their purchase and loyalty.
And they do.
Content marketing is used by some of the greatest
marketing organizations in the world, including P&G and
Cisco Systems, and by small businesses around the globe.
Why? Because it works.

We’ll wrap up this post considering the common view, “This Content Marketing stuff is pretty new. I don’t think I’m ready for it.” Let’s see what The Grande Guide to B2B Content Marketing has to say about that…

The truth is that content as a marketing asset is nothing
new: In 1900, tire-manufacturer Michelin began producing
the Michelin Guide to help drivers maintain their cars, find
decent lodging and great food while touring France. Jell-
O’s recipe books helped push Jell-O sales to $1 million—a
fortune in 1906.

So how did these two pre-1910 initiatives work out?

As always your thoughts and comments are welcome and solicited.

  1. Bill, your blog is an excellent example of what content marketing is all about. Thanks for educating me.

    • @ Robin, thanks for the nice words. We are learning as a team. Please keep your posts coming. Everyone has a worthwhile idea to consider.

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